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December 6, 2005 Learning The Value Of Effective Site DesignWhy Most Firms Don't Measure Design's Value — And How They Must Changeby Nate L. Root with Harley Manning, Janelle Johnson |
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Executive Summary
Firms with active online sales channels constantly redesign their Web sites to add new features, fix perceived problems, and keep up with branding changes that trickle down from the marketing department. But most companies don't measure the financial impact of all of the design changes that they make. So, it's not clear whether Web designers are making real progress or just keeping busy. To decode the impact of Web site design changes, firms must first learn to appreciate design changes for what they really are: business decisions.
This is an excerpt
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