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BizReport : Research archives : 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.

by Helen Leggatt

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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