For Information & Knowledge Management Professionals (Length: 14 pages)

March 4, 2004

Web Content That Sells

by John P. Dalton

with Harley Manning, Michelle Amato

Executive Summary (This is a document excerpt)

Consumers come to commerce sites expecting to find accurate, actionable content. To accomplish their goals, they need clear features linked to meaningful benefits and images that show essential detail. But not one of 20 sites we evaluated managed to provide content that meets these basic requirements. To accommodate consumers, firms must eliminate useless content, create copy and images that satisfy target customers, and deliver consistently logical, legible product descriptions.

TABLE OF CONTENTS

NOTES & RESOURCES

itemThe Right Web Content Guides Purchase Decisions

itemWe Put 20 Sites To The Test

itemEvery Site Failed

itemWeak Content Drags Down Margins

itemDeveloping Content That Sells

itemUsefulness: What Features And Benefits Do Consumers Need To Know About?

itemUsability: How Easy Is It To Understand The Offer?

RECOMMENDATIONS

itemFund Persona Development

itemSupplemental Material

Forrester interviewed 11 vendor and user companies, including: CompUSA, Human Factors International, IBM, Land's End, Nissan, Redish & Associates, and User Interface Engineering.

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itemThe Power Of Design Personas

December 18, 2003 Report

itemThe Best And Worst Of Site Design, 2003

September 9, 2003 Report

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.
Technology: Customer Experience, Web Site Design
Geography: Asia Pacific, Europe, North America

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