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BtoB

Average b-to-b buyer takes at least 12 minutes, Creative Results says

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Williston, Vt.--Eighty percent of b-to-b Web site purchases are conducted after a buyer has spent at least 12 minutes on a site, which makes it all the more important for marketers to encourage long visits, an executive said at a trade show Thursday. Amy Africa, president of Creative Results, told attendees at the Business Mailers Co-op and E-Com Marketing Conference in Stamford, Conn. that the quality of the home page, shopping cart, navigation and search engine will make or break a site. Also, an e-mail program to encourage repeat visits should be implemented into any Web strategy, Africa said.
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