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Attractive websites not enough to inspire loyalty, University of Melbourne study reveals

by Patrick Stafford. Smart Company, Wednesday, 13 July 2011. "Internet shoppers are beginning to trust websites that are more physically attractive but they are becoming less loyal and will shop from a variety of sources, a new study from the University of Melbourne has found.

The survey's author says businesses need to make websites more physically attractive and to push how websites can provide rich, relevant content.

"The number one reason users leave a website is if they search for something and can't find something relevant," says study author Brent Coker, from the university's department of business and economics..."

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