Web surfers have high expectations for the sites they use and are quick to reject a site if it doesn't meet their expectations, a recent survey suggests.

Out of 300 people surveyed, who use the Internet at least once a day, the respondents said a site must:

1. be continually updated (96%)
2. be easy to navigate (96%)
3. have in-depth information on its subject (93%)
4. have a quick load and response time (89%)

People expect more and businesses that don't meet customer's online expectations are at risk of losing clients. There is no doubt that a bad Web site is a business liability, says Lisa Melsted, an analyst of Internet business strategies at the Yankee Group.

Some of the best ways to meet these challenges are to follow a few simple rules:

1. A user should be able to get where he wants with three clicks
2. Avoid large bandwidth streaming video and flash introductions that hinder the experience for anyone without a high-speed connection
3. The same information should be attainable through multiple paths
4. Company contact information, like the main phone number and address, should be on every page or within one click of the homepage.

Source: "Is Your Site Getting The 'Internet Death Penalty'?" by Sharon Gaudin.

Date: 06.21.2002

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