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For Customer Experience Professionals

The Best Of Web Site Brand Experiences 2010

Best Practices From 14 Web Site Brand Reviews Across Three Industries

November 8, 2010

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  • By Ron Rogowski
  • with Vidya L. Drego,
  • Adele Budovsky,
  • Jennifer Peterson

Why Read This Report

In 2010, Forrester reviewed the Web site brand experience of sites in industries as diverse as automotive, hotels, and skin care. An analysis of the results across industries surfaced common brand-building roadblocks such as generic content, unclear language, and lackluster visual design. Despite overall poor performance, we uncovered best practices that firms in any industry can use to help them build better Web site brand experiences. To give consumers a differentiated experience that accurately reflects their brand, customer experience professionals should use typography that balances brand and readability, enforce high quality across the site, and align brand attributes with user personas for maximum relevance.

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Tools And Templates

Best Practice Assessments

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  • Forrester's Web Site Brand Experience Review Criteria And Scoring

Models and Calculators

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  • Results Of Brand Action Reviews Across 14 Sites In Three Industries
  • Results Of Brand Image Reviews Across 14 Sites In Three Industries
  • Overall Results Of Brand Reviews Across 14 Sites In Three Industries
  • Average Scores By Question For Brand Action Reviews

Table of Contents

  • How Good Is The Web Site Brand Experience At The Sites Of Top Brands?
  • Adopt Best Practices From Brand-Building Leaders
  • recommendations

  • Build Sites That Help — Not Hurt — Your Brand
  • Supplemental Material

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