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Problem

Arts and entertainment sites evoke new feelings and thoughts by challenging customers or by offering them an escape. But challenging visitors with a hard-to-use interface too early in their exposure to your site will turn them away.

People do not enjoy being forced to sit through something they're not prepared for. Sites that display animated movies on the first page can be frustrating for this reason; nothing can warn customers before they arrive at a site. Similarly, sites that require complex navigation schemes from the very first page, as part of the “artistic experience,” tend to lose visitors who cannot appreciate why the experience is important. Customers like to be challenged with thoughtful, well-executed art and entertainment, but they want to choose for themselves (see Figures A9.2 and A9.3). If they are not given the choice of where to go on a straightforward introductory homepage, and they are immediately dropped into an animation or strange interface, they will most likely choose to leave.


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