Executive Summary (This is a document excerpt)

The economic forecast for the 2010 budget cycle: tense. As Web customer experience professionals develop their budget requests for next year, they should take care to avoid five common but costly mistakes: 1) letting people think the current site is "good enough"; 2) being too vague about how they want to spend the money; 3) assuming positive ROI will be enough to get a request approved; 4) giving in to pressures to cut research and evaluation; and 5) giving a boring business case presentation.

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