jakob nielsen on paid advertising and usability

not a big fan ever since he sent out his email newsletter in about 40 point ariel, but here the usability curmudgeon has his say on the overlap between paid search and usability.

as the marketplace gets more saturated, the only way you can outbid your competition is if you can convert more visitors. and for this end usability is useful. Nielsen claims that this requires user testing to determine the ‘why’ – a valid point, however gains can be made through simple A/B testing.

nielsen on usability, ajax, paid search..

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