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Preparing for the Holiday Shopping Season (06 Sep 2004)
January is the time to initiate in-depth user research to identify the deeper reasons that people leave your site without buying, as well as how to increase shopping cart size for those who do buy. Most likely, you'll find that your site and its content require substantial changes. By getting an early start, you'll have sufficient time to prototype alternative designs and test several iterations with users before next year's holiday blitz.
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