By
Jim Killion
and Amanda Wasson
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5. Keep it simple; usable is better than pretty. Clutter and confusion are the enemies of response. Compare the No. 1 airline site, Southwest.com, to all other airline sites. Notice the simplicity of the Southwest homepage — no forms to fill out, just clear choices that lead you to what you want to do. Industry studies show that Southwest monetizes site visitors more effectively than any other airline.
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- Companies:
- Kintera Inc.
- People:
- Amanda Wasson
- Jim Killion
Jim Killion
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Amanda Wasson
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