TABLE 4.11 FACTOR Functionality Informational Ease of use Redundant navigation Ease of purchase THE EIGHT MOST IMPORTANT FACTORS IN SUCCESSFUL E-COMMERCE SITE DESIGN Multi-browser functionality Simple graphics Legible text DESCRIPTION Pages that work, load quickly, and point the customer toward your product offerings Links that customers can easily find to discover more about you and your products Simple fool-proof navigation Alternative navigation to the same content One or two clicks to purchase Site works with the most popular browsers Avoids distracting, obnoxious graphics and sounds that the user cannot control Avoids backgrounds that distort text or make it illegible