Sales companies, particularly in the inbound marketing arena, expend considerable time and resources to generate leads, working to draw prospects to the company’s website and to engage the visitor at least enough to gain contact information for future interaction. If the marketer’s lead generation efforts are successful in prompting a visit to the website, then the experience the visitor has on the site is absolutely crucial. If a visitor has a positive experience, the user is more likely to engage in further activity; however, if negative, the user will likely abandon the site and the  ...