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When asked to share their first impressions of the home page, most participants commented that the page was "busy" or had "too
many ads."
Upon further probing, it was evident that participants mistook the graphics promoting value-added content for banner ads.
Many participants commented that the key benefits of the site were not clearly communicated on the home page.
When asked to register for the site, most participants were unsure how to initiate the process.
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