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Your eCommerce Website In a recent article I talked about Google AdSense placement based on eye-tracking research. However, research by The Pointer Institute, Eye tools and the Estlow Center for Journalism and New Media has a lot to say about more than where to put an AdSense block. Designing an eCommerce site is more than making it pretty. You have certain desired actions you're looking for from your visitors. You have specific things you want to be sure they see and hopefully act on. Now, there's some research that can guide your design. Certainly you want your site to look professional, but you want it to do its job as effectively as possible too. People are surprisingly alike in some of their basic visual behavior. It's been argued that our evolution as hunter-gatherers has shaped much of our ingrained visual patterns. Whether you buy that particular argument or not there are still important commonalities. Typical behavior on initially viewing a site is to do a fast scan of the entire visible screen with

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