Justification to improve site usability
Hello everyone,
My name is Josh Dahmes and I work for an agency. A client of ours is
trying to get funds to improve the usability of her company's site and
she has asked us for answers to some questions so that she can take the
answers to her management and say "SEE!"
"If I had the following, I could add to a good case
for enhancing my sites:
1). The cost of a negative web experience for a potential customer.
How much does it cost to change a bad impression, that resulted from
searching for a product that was not represented on a web site? If
a potential customer did not find the product what would be an
average cost to reactivate that potential customer?
2). The number of exposures before a purchase action. In classic brand
marketing, there is a figure that represents how many times a potential
customer has to see a product before taking action - like purchasing said
product. Do you know what this is in web exposures? If you do know a
figure, I am sure that it would be represented over a specific time period,
as well. (As opposed to sending pop-ups that many times immediately.)"
Obviously, things will vary from one industry to another and from one
product to another. But if anyone knows of locations of research data
or simply has ideas about the issues I would greatly appreciate the
feedback.
Josh Dahmes
Marketing Strategist
Ciceron Interactive
Phone: 612.204.1919 ext. 42
Mobile: 612.710.5709
Fax: 612.305.9160
email: josh_at_ciceron.com
www.ciceron.com
Received on Tue Jun 11 2002 - 15:01:56 CDT
