Imagine for a moment a customer on a mission.  That mission is to find something:  a product to buy, a service to consider, an answer to a question.  This customer finds your site, lands on your homepage, and sets out to accomplish the goal.  Reading.  Thinking.  Figuring out what to do next.   

What if that customer kept a journal the entire way through?  What if they wrote down their reactions and experiences, noting the points in the site that made them want to leave, and the points that brought it all into focus…or should have?  Of course, your customers don’t take the time to do all that.  But we do. 

Our proprietary Audit Diary was built based on years of experience watching customers interact with companies in a self-serve way.  Our approach segments the self-serve shopping process into four behavioral “zones,” and within those zones, allows us to rate a site according to over 75 specific characteristics that determine whether a customer will stay on task, or go elsewhere.  We go page-by-page and click-by-click, working our way down the sales path, exiting and entering, over and over.  Why?  Because your competitors are readily available.  Most customers will try only once.  Your site needs to get it right the first time.