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 Marketing-  led  or   commercial-  led  site  design

 is informed by marketing objectives and 

customer needs rather than a restricted view of information architecture or structuring a site 

simply around products, services or offer.

Some key business requirements from a site design based on this commercial approach are:

● 

Customer acquisition – the online value proposition must be clear. Appropriate incen-

tives for customer acquisition and permission marketing such as those described in 

Chapter 9 must be devised.

● 

Customer conversion – the site must engage  first-  time visitors. Call to action for customer acqui-

sition and retention offers must be prominent with benefits clearly explained. The fulfilment of 

the offer or purchase must be as simple as possible to avoid attrition during this process.

● 

Customer retention – appropriate incentives, content and customer service information to 

encourage repeat visits and business must be available.

● 

Branding – the brand offer must be clearly explained and interaction with the brand must 

be possible.

 Marketing-  led site design is also known as