Forrester: - Making Leaders Successful Every Day

Although Internet leaders like Dell, Fidelity, and Staples routinely measure the business results of Web redesigns, some companies don't even buy into the concept that design projects affect the bottom line. Other firms do know that design can increase sales and reduce costs but struggle to put a dollar value on these improvements. That's unfortunate, because members of our Customer Experience Peer Research Panel say that the overwhelming majority of their site design projects in 2005 were successful at achieving their business goals. By constructing simplified straw man models of the ROI produced by Web site design projects, we show that even with conservative assumptions, the logical conclusion for most companies is to just do it.