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FOCUS: What’s the Primary Purpose of the Page?

The most common problem with catalogers’ Web pages is a lack of focus — that is, pages designed to do too much. An informal analysis of several leading e-commerce Web sites revealed that a typical product detail page averages more than 100 links. Think about that: Visitors face 100 choices on where to click next. Seth Godin discusses this in “The Big Red Fez: How to Make Any Web Site Better” (a book I highly recommend). When everything is marked important, nothing is seen as important.