For Customer Experience Professionals

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	February 17, 2010 (updated October 6, 2010) Web Sites That Don't Support Customers' Goals Waste Millions Frustrated Site Visitors Choose More Expensive Channels Or Give Up Entirely by Megan Burns with Harley Manning, Sucharita Mulpuru, William Chu, Shelby Catino	Average: 9  (5 ratings)

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Executive Summary

To understand the effect of poor Web site usability, Forrester asked US consumers what they do when they can't complete a goal online. Results show that the vast majority of people switch to more expensive channels, most often the phone. Others give up and go to a competitor, while still others abandon their goals entirely. We built simple ROI models to understand the financial implications of this behavior on a company's bottom line and found that for an average retailer the result is millions of dollars in lost revenue and unnecessary costs. Firms should use the data and models in this report to understand their own exposure to these failures and make a strong case for fixing usability problems that drive consumers away from the site.

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