21 August 2006

The infrastructure of a company's website is vital for marketing, according to an expert at E-consultancy.

Increasing the usability and speed of a website could pay for itself, claims Ashley Friedlein, the company's chief executive officer.

Mr Friedlein states that improvements to the human computer interface, such as creating a search box with no adverts or diversions "cluttering the page"

increased the usability of the site.

Furthermore, the speed of the search results could place a website higher in Google's rankings, which in turn leads to more visitors.

A technical upgrade recently conducted by the company resulted in a 20 per cent increase in page views and a five per cent growth in subscription, which more than covered the cost of the improvements, Mr Friedlein asserts.

The expert adds that many Internet users are "surfers with attention spans of milliseconds", which means that loss of speed and usability could mean loss of business.

Recently, a spokesman from the Office of Communications stated that a new generation of consumers is emerging for whom the Internet is the "lead medium".

© Adfero Ltd

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