customers you will have. On the other hand, if your site is bland 

and does not follow the principles we ve outlined, then you will get 

alot of type three visitors. Regardless of how you view the types of 

feedback, it s important to go out of your way to coax it from your 

visitors and customers in as many ways as possible. Because if 

you don t ask, you don t get. And if you don t get you lose the 

bubble on what your customers need and want. To generate the 

maximum flow of site feedback include a feedback mailto on most 

of your web pages. Include a "Comments" field in your guestbook 

form. Conduct periodic site evaluation surveys. Openly ask visitors 

to challenge your opinions, information, and your conclusions. The 

Web is interactive so interact! 

9. ON THE HORIZON 

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