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For Customer Experience Professionals

Best And Worst Of B2C Site Design, 2007

Forrester Applies Its Web Site Review Methodology To 16 Major Firms

March 30, 2007

Primary author headshot


  • By Moira Dorsey
  • with Bruce D. Temkin,
  • Adele Budovsky,
  • Vidya L. Drego,
  • Ross Popoff-Walker,
  • Steven Geller

Why Read This Report

Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest credit card issuers, consumer electronics retailers, PC manufacturers, and wireless providers. As a group, electronics retailers outperformed other industry categories, while credit card providers fell to the bottom of the list. We encountered flaws on all of the sites we tested — including which earned the only passing score. To improve Web site experiences, firms need to focus their efforts on target users. With that perspective, they can eliminate design flaws with known solutions first, apply business-centric design processes consistently in support of business goals, and justify improvements based on projected return on investment (ROI).

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Table of Contents

  • Examining The Current State Of B2C Web Site Experiences
  • Only One Out Of 16 Sites Passed
  • Flaws Emerged In Every Evaluation Category
  • Design Best Practices Exist Among The Obstacles

  • Improve Web Site Experience For Target Users
  • Supplemental Material
  • Related Research Documents