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conversion rate optimisation (CRO)

 programme. CRO is increasingly being used 

by companies to improve the commercial contribution of online presence to a business, as 

the Smart Insights interview introducing this chapter shows. So design for digital business 

should not be considered as a  one-  off investment when a new site or service is created, but as 

a continuous investment.

 User-  centred design starts with understanding the nature and variation within the user 

groups. According to Bevan (1999a), issues to consider include:

● 

Who are the important users?

● 

What is their purpose in accessing the site?