This last section of Tom Coombs' talk at London IA Mini 3 looks at three things that Jared Spool talked about at UX London. The first is how any usage of the back button almost exponentially decreases success rates. Secondly Tom explains a study carried out by Jared's company which showed just how poor most ecommerce sites are at converting even a committed and willing customer, and finally there is a look at a very unconventional approach to homepage design.

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