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BizReport : Research : March 09, 2007
Websites are not meeting consumer expectations
Recent analysis of over 2,400 websites by a panel of industry experts has found innovative development lacking.
The judges, selected by the Web Marketing Association, rated sites based on the WebAward’s seven criteria for a successful Website:
• Design
• Innovation
• Content
• Technology
• Interactivity
• Copywriting
• Ease of Use
Of all the criteria, innovation was rated lowest of all. Companies, it seems, have made their online investments but aren’t keeping up with customer expectations leading to this, the second year of decline in the “overall standard of excellence”.
“The most successful award-winning websites develop the correct balance of design, innovation and technology to create a total user experience,” said William Rice, President of the Web Marketing Association. “Once the total user experience is attained, the site becomes a sales tool itself because it has captured the visitor and the winners of the WebAward do this especially well.”
Of the 97 industries involved, airline websites were ranked most highly for web development, perhaps due to the longevity of their online presence, followed by computer retailer and game sites.
ISP and financial service websites were ranked lowest.
Copies of the of the 2007 WebAward ISAR report can be obtained via WebAward's website.
Tags: Web Marketing Association, WebAward, website optimization
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Comments
I am not surprised by these findings at all. A study we did here in Holland some time ago indicated that while most Small and Medium Businesses recognize the importance of the Internet as a strategic tool very few of them look to the internet as a serious marketing tool and even less atempt to integrate the web into their strategy. What seriously surprised me sometime ago was the attitude of an editor of a scientific journal who argued that articles about the Web Experience are not worthy even to be reviewed since this issue has been extensively (!!!) discussed. I have no concrete evidence that there are more academics walking around with such ideas but but you never know. In any case studies like the above are very useful to wake up some people and make them aware of the fact that the issue of their web presence is much more serious and complicated than they think
Posted by: E. Constantinides on March 11, 2007 21:18