Why Read This
Forrester recently updated its Web Site Brand Review Methodology to version 2.0. Before moving on, we analyzed the results of 157 Web Site Brand Reviews completed with version 1.0 between June 2005 and October 2008. This data shows that while sites fared better in supporting their brand attributes than they did in catering to user goals, the overall Web site brand experience is poor. To gauge how well their sites build brand experience, customer experience professionals should conduct their own Web Site Brand Reviews.