In Search Of The Elusive

Most small businesspeople use the Web for research, but finding what you want can be time-consuming. And on-site search engines, it turns out, are little help. Studies by User Interface Engineering (UIE), an Internet consulting firm, reveal that using a site's highlighted links is 50% more effective than using its internal search functions. Net savvy doesn't speed your search, either. In the studies, subjects took timed scavenger-hunt tests that gauged their ability to find facts on sites such as Disney and Travelocity. UIE's chief researcher says your best bet is often to find a phone number on the Web site and call. The full report, Web Site Usability ($39.95), is aimed at site designers, but offers insights for anyone interested in how the Web is developing.


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