Web Design Best Practices From Interactive Agencies

Forrester applied its Web Site Review methodology to 36 reference sites provided by 18 interactive agencies. Although agencies struggled with usability, there were a number of best practices that did emerge. The best practices included StudentLender.com's and PC.com's clear content and valuable function, Acuvue.com's and MassGeneral.org's use of clear menu options, ShawFloors.com's descriptive hyperlinks, Cox.com's clear icons, the layout of "Morris on Campus," Maghound.com's and Snow.com's feedback and location cues, and NASA.gov's clear form directions and error validation. Firms looking for a great customer experience shouldn't leave site usability to their agencies. Instead, they should take an active role by periodically evaluating their own site experience, making the business case for ongoing improvements, and using their personas to make sure those improvements are focused on target user needs.