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March 4, 2004 Web Content That Sells by John P. Dalton with Harley Manning, Michelle Amato

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Executive Summary

Consumers come to commerce sites expecting to find accurate, actionable content. To accomplish their goals, they need clear features linked to meaningful benefits and images that show essential detail. But not one of 20 sites we evaluated managed to provide content that meets these basic requirements. To accommodate consumers, firms must eliminate useless content, create copy and images that satisfy target customers, and deliver consistently logical, legible product descriptions.

TABLE OF CONTENTS

• The Right Web Content Guides Purchase Decisions
• Developing Content That Sells

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This is an excerpt