Businesses can increase the number of consumers visiting their website by creating as good an experience as possible for the user, according to a web design company.

Speaking at the Internet World conference at Earls Court earlier this month, Justin Cooke, managing director of Fortune Cookie, said that internet customers should enjoy the experience of shopping online.

"The way that you can make users advocate to use your site is to create a great user experience - making websites findable, desirable, credible, usable and accessible," he added.

Mr Cooke went on to say that the experiences of shopping online and offline should be integrated and that the online experience ought to be matched to the brand essence.

This month, a Which? Holiday poll investigating the habits of those buying holidays online indicated that 63 per cent of those surveyed do not like having to register with a site before being able to search for their trip, while 49 per cent dislike long waiting times.



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