| This can be very frustrating for any user and they will | | | | The implications of the above can be in some cases |
| be put off straight away. Make sure the information is | | | | very dramatic, for instance that user that clicked on |
| easily obtainable either through your menu or linked | | | | your link for Toyota 4x4's and ended up on your Ford |
| text contained within your content. | | | | page left your website but they still had the desire to |
| External links that point towards your website should | | | | see a Toyota 4x4, this leaves the door open to your |
| also be carefully considered, it's not good enough to | | | | competitors who have set their links up correctly. The |
| think that any external links pointing at your website | | | | other problem is the effect is has on your site |
| are fine because that link will be aimed in a certain | | | | analytics, your bounce rate will go up (the bounce rate |
| way with its wording. For instance if you have a car | | | | is measured in % and shows how many people land |
| sales web site and one of your external links has the | | | | on your website and then leave without going to any |
| wording "the new Toyota 4x4 at low prices", well if a | | | | other pages). All in all this adds up to a problem. |
| user clicks on this they expect to be taken to just that, | | | | To make sure your website survives in a competitive |
| they do not want to be put through to your home | | | | market place it is vital that these basics work because |
| page (that doesn't contain that information) or the page | | | | when you have landed a potential customer/ user onto |
| on Ford cars. If your links work that way then what | | | | your site you want to provide them with the best |
| you will find is that users will click onto your web site | | | | possible experience, this way they will return and just |
| and not find the information they desire, so guess | | | | might not try out your competitors. |
| what, they leave. | | | | |