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For Customer Experience Professionals

Best And Worst Of B2C Site Design, 2009

Forrester Applies Its Web Site Review Methodology To 16 Major Firms

April 14, 2009

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  • By Adele Budovsky
  • with Andrew McInnes,
  • Bruce D. Temkin,
  • Rachel Zinser

Why Read This Report

Forrester applied its Web Site Review methodology to the site experiences at 16 firms — four each of the largest auto insurers, discount retailers, footwear manufacturers, and online travel agencies. While Expedia received the highest score, all 16 sites failed our usability test. As a group, online travel agencies outperformed other industries, while footwear manufacturers fell to the bottom of the list. But we did encounter some good practices along the way, like Allstate's auto insurance coverage recommendation tool, Nike's functionality that enables users to customize running shoes, and Expedia's easy-to-scan pages. To improve Web site experiences, customer experience professionals should evaluate their own sites' experiences and then make the case for site usability investments even in a tough economy.

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Table of Contents

  • Examining The Current State Of B2C Web Site Experiences
  • All 16 Sites Failed Our Usability Test
  • Sites Struggle In All Four Categories Of Our Evaluation
  • Design Best Practices Emerge Among The Flaws

  • Improve Your Web Site Experience With User-Centered Design
  • Supplemental Material
  • Related Research Documents