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A badly-designed website could discourage online shoppers from making a purchase. When searching for products online, people like to look at attractive websites and be able to navigate them easily. If a website is unattractive, does not contain the right sort of information or is too difficult to navigate, online shoppers can easily 'click' to another. Even for businesses that do not sell their goods online, an effective website is still important. A company's website is likely to say something about the image of that company, so a business will want to project a positive image through its website.

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Understanding User Experience on Business Websites