Forrester Research: Best And Worst Of B2C Site Design, 2007

Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and wireless providers. As a group, electronics retailers outperformed other industry categories, while credit card providers fell to the bottom of the list. We encountered flaws on all of the sites we tested — including Dell.com which earned the only passing score. To improve Web site experiences, firms need to focus their efforts on target users. With that perspective, they can eliminate design flaws with known solutions first, apply business-centric design processes consistently in support of business goals, and justify improvements based on projected return on investment (ROI).

This study highlights the fact that internet marketing is not easy – even for those who should know the ins and outs of it pretty well.

The study assessed four design elements of sites as they relate to usability: trust, navigation, value and presentation. In relation to these 25 specific elements were assessed, eg, content location, page layout, etc. Taking these criteria into account, sites were graded on a scale of 50 to +50. Following are some of the findings:

Only one site was given a passing grade, so to speak; Dell;
+7 was the average score across all sites;

All four categories (trust, navigation, value and presentation) presented usability challenges;

As an industry, electronics retailers posted the highest average score at +10.8; and

Credit card processing sites trailed with a +2.3;

Usability Issues by Category

Trust: Unlisted privacy policies and inconsistent performance were two of the main reasons sites scored low in this area.

Navigation: The problem with navigation the study cited was ambiguous menu selections and a disorganized task flow system.

Value: Locating content was the main culprit in this area. The study found that content was either not on the site at all, or was miscategorized, making it difficult to find.

Presentation: Hard to decipher text was the main offender here.

Conclusions Drawn

This study suggests that most online retailers need to go back to internet marketing basics. Specifically, identify a site’s target market, figure out how and why they use the site, and offer up choices that reflect an understanding of this.

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With an understanding that detail matters and the experience to back it up, we at WhyZoom welcome the opportunity to work with you.

If you are interrested in advertising on one of our web properties or you have consulting needs, Please contact Chris or Tracey.