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	July 26, 2007 Must-Haves For Manufacturer Web Sites A Joint Study With Channel Intelligence Highlights A Critical Stop On The Customer Purchase Path by Sucharita Mulpuru with Carrie Johnson, Peter Hult, Brian Tesch	Average: 9  (1 rating)

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Executive Summary

Consumer-facing manufacturer Web sites play a significant role in online and offline transactions, and they influence or directly drive billions of dollars in sales. Forrester conducted a joint survey with Channel Intelligence to find out about consumer usage and purchase behavior on manufacturer Web sites. We found that vocal and active customers hold manufacturer Web sites in high regard by frequently using them as primary sources of information about products and distribution partners. While some manufacturers cater primarily to consumers and engage them with relevant and robust content, most sites overlook the Web channel as a vehicle to provide crucial information, to empower and serve customers, and to build and cultivate brand loyalty.

TABLE OF CONTENTS

• Visitors To Manufacturer Web Sites Are Key Customers
• Manufacturer Web Sites Sorely Disappoint
• Manufacturers Have Been Held Back By The Lack Of Web Sophistication

RECOMMENDATIONS

• A Web Site Transformation May Be Daunting, But Small Steps Are In Order
• Supplemental Material
• Related Research Documents

This is an excerpt

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