Because of a past life in retail, I've always thought introductory pages for websites were like approaching the main door for a major retailer. A homepage is like a shop window, your copy is like a sales assistant, your shopping cart is like… well, a shopping cart. The best part about a website is that you can do things online that you could never do in real life, like instantly optimise content to suit the user. Let's look at what an ok experience looks like… and what it could look like when you use technology to it's full potential.