You built your e-business, and you had your marketing folks build the best campaign possible. Your applications and infrastructure are top-notch, and you've made sure that you hired only the best and brightest technical people. There's only one problem. Sales are flat ­ not just slow, but pancake, white bread, roadbed flat. Why? One possible answer could be that your customers simply don't like ­ and, therefore, don't use ­ your Web site. You can fix this problem if you learn to stop thinking like a techie and start thinking like the customer. It's the old tag line: See the customer, be the customer.

Do you have any idea what it feels like for your customer to navigate your Web site? Sure, you had trial runs of the site before you went live. All the Web guys made sure the applets opened properly and all the links were connected. They, however, programmed the site, so they know the site.

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