Forrester Research did some great work a year or so back that I love to repeatedly quote. It asked the question: Why do people go back to particular Web sites rather than other ones that apparently offer the same services? (You might like to pause a moment and think what your reasons are. Is it because the site has a really good splash screen? No I didn't think so either. How about really a neat Flash intro? You hate that too? OK. Read on.) They found out that there were only four really important reasons: Good content. Yay! Users…
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