Forrester

Why Read This Report

In 2010, Forrester reviewed the Web site brand experience of sites in industries as diverse as automotive, hotels, and skin care. An analysis of the results across industries surfaced common brand-building roadblocks such as generic content, unclear language, and lackluster visual design. Despite overall poor performance, we uncovered best practices that firms in any industry can use to help them build better Web site brand experiences. To give consumers a differentiated experience that accurately reflects their brand, customer experience professionals should use typography that balances brand and readability, enforce high quality across the site, and align brand attributes with user personas for maximum relevance.