For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	April 14, 2009 Best And Worst Of B2C Site Design, 2009 Forrester Applies Its Web Site Review Methodology To 16 Major Firms by Adele Sage with Bruce D. Temkin, Andrew McInnes, Rachel Zinser	Average: 10  (1 rating)

This is an excerpt

Executive Summary

Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest auto insurers, discount retailers, footwear manufacturers, and online travel agencies. While Expedia received the highest score, all 16 sites failed our usability test. As a group, online travel agencies outperformed other industries, while footwear manufacturers fell to the bottom of the list. But we did encounter some good practices along the way, like Allstate's auto insurance coverage recommendation tool, Nike's functionality that enables users to customize running shoes, and Expedia's easy-to-scan pages. To improve Web site experiences, customer experience professionals should evaluate their own sites' experiences and then make the case for site usability investments even in a tough economy.

TABLE OF CONTENTS

• Examining The Current State Of B2C Web Site Experiences
• All 16 Sites Failed Our Usability Test
• Sites Struggle In All Four Categories Of Our Evaluation
• Design Best Practices Emerge Among The Flaws

RECOMMENDATIONS

• Improve Your Web Site Experience With User-Centered Design
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.