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Learning Objectives
This chapter should better prepare you to do the following:
- Define and explain the practical application of the AIDA model
- Identify and explain the different sources of web traffic
- Explain the meaning of a conversion and identify different types of conversion activities
- Make the connection between web design and its impact on conversion rates
- Suggest methods online retailers can maximize revenue on its website
- Explain the critical features in building a web site, including usability and information architecture
- Identify important features in website and landing page design
- Define A/B testing and understand its practical application
