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14. "Give Me Digestable Chunks"

Many customers seem to hate scrolling, and scrolling, and scrolling, to get at a company's information. Customers get angry, in fact, when they feel like they're drowning in your information. They expect to receive information in chunks they can digest, and quite often, they'll even suggest what those chunks might be. For example, in the case of product pages, customers prefer to see links to product information within the page so they can go straight to the part of the page they are most interested in without having to scroll through all of the other information available.

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