If you have an ecommerce web site, you need answer to that question. Your profits depend on it.

Over years, we've heard a lot of opinions on this topic. Some webmasters formed opinions through studying log files and conducting online surveys. Others relied on personal preference.

However, thanks to Stanford University and Poynter Institute, we now have some concrete research to use in our quest to design most effective sites. The Stanford Poynter Project sheds light on how site visitors spend their time.

Some will find results surprizing. Others will have their opinions confirmed. The four-year study demonstrated that our online reading patterns are precise opposite of our reading patterns when we read newspapers or magazines.

When we read print newspapers, we read at breakfast table, in coffee shop or on subway. We browse -- a headline here, a picture there. We look at pictures first, then read text if it interests us. People who layout print publications know this, and they design accordingly.

Many concluded that same patterns would apply on web. But it's not so. We do exact opposite.

Surfing isn't a casual activity that we do comfortably while waiting for bus. It's something we do sitting in a chair staring at a monitor that isn't friendly to eyes. Moreover, we're likely to be distracted by telephone calls, incoming email and co-workers in next cubicle.

Online, we need to get information as quickly as possible. We head straight for text. The study found that surfers look first at article text (92% of time) and briefs (82% of time), and thirdly at photos. We read 70% of article, as compared to 30% we're likely to read from a magazine or newspaper. Then, when we're finished with text, about 22% of us glance at web site's pictures.

Banner ads and photographs attract more attention than artwork.

Oddly, study also showed that although only 22% of site visitors glance at pictures, 45% check out banner ads for approximately one and one quarter second.

Other miscellaneous findings from study:

BUSINESS DEVELOPMENT PROFESSIONALS' SECRETS REVEALED

The biggest obstacle in trying to obtain a new client or business partner is reaching right person in appropriate organization who will close desirable deal. The Internet offers some innovative ways to overcome this obstacle quickly and efficiently.

Most consistent performers are able to meet their business objectives via people they know and introductions they get. In other words, they have established relationships and social capital that they nurture and leverage. Typically it takes years to build a Rolodex of qualified business contacts and a significant investment in time to keep relationship current and to nurture relationship.

Since this is not an option for many of us especially as we start in business or a new line of business we must resort to “Cold Calling” or “Blind Dates” set up by well meaning friends. The success ratio is hit and miss. A more reliable approach leverages Connection Makers. A Connection Maker is a professional that not only puts in contact with your prospect but also provides a personal introduction and provides you with appropriate preparatory background and identifies what you need to be prepared to do.

Finding Connection Makers

Finding Connection Maker who has business skills and relationships that you are looking for in a prospect and can provide you personal introduction to that tough to reach prospect is usually an exhausting and very often fruitless process. In other words finding right Connection Maker, however, is often as difficult as finding prospect.

There are few reliable sources that can help you find right Connection Maker. Even those you can find it is often very difficult to verify that they are qualified in terms of information and accessibility. Internet business networking sites solves this problem and facilitates introduction to numerous qualified Connection Makers and perhaps more importantly you can qualify them yourself rapidly, confidentially and discretely.

Online Platforms for Business Networking Solutions