Why Read This
To help customer experience professionals estimate how far their Web site metrics are likely to advance as a result of improvements in the customer experience, we aggregated data on the impact of 60 site improvement projects across Europe. Our research shows that projects can produce significant benefits. Also, certain customer experience projects have the potential to produce lift in multiple metrics simultaneously. Customer experience professionals should use the data in this report to estimate: 1) which metrics are likely to move as a result of changes they want to make to their site; 2) how far those metrics are likely to move given what other firms have achieved in the past; and 3) how much financial benefit the change in metrics will produce for the firm.