Executive Summary (This is a document excerpt)

To help customer experience professionals estimate how far their Web site metrics are likely to move as a result of improvements in the customer experience, we aggregated data on the impact of more than 80 site improvement projects. Our research shows that most projects produce moderate benefits. However, fixing sites that underperform significantly can yield dramatic improvement. Also, most customer experience projects produce lift in multiple metrics simultaneously, so the compound effect on business success can be large even if no one metric changes dramatically on its own. Customer experience professionals should use the data in this report to estimate: 1) which metrics are likely to move as a result of changes they want to make to their site; 2) how far those metrics are likely to move given what other firms have achieved in the past; and 3) how much financial benefit the change in metrics will produce for the firm.

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