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UIE learned that using a web site is a progressive process, where users are inadvertently filtered out at each stage, as they work to accomplish their goal. The stages act as a sieve. At the e-commerce sites studied, 66% of the purchase-ready shoppers dropped out at various stages in the process because of bad design, inadequate information, or wrong deliveries. By understanding these stages and how they work, we can learn a lot about building better sites.
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