Wednesday, July 11, 2007

Online marketers shift focus to user experience

A scholarly study about user experience and usability ...

"Website user experience is becoming a key area of focus for online marketers in an increasingly competitive digital environment, according to research published today.

A survey conducted by E-consultancy and behavioural research consultancy Bunnyfoot found that 72% of UK organisations are planning to increase their usability budget over the next 12 months, a greater percentage than for any other area of digital marketing*.

The Usability and User Experience Report 2007 found that organisations, on average, are spending 13% of their website design budgets on usability and 9% of their on-going website maintenance budget.

More than 700 internet marketers took part in the research, rating Amazon, the BBC and Google as the best websites for user experience.

According to the report, the biggest benefits of usability investment are improved perceptions of brand, increased conversion rates and greater customer loyalty and retention.

... Other key findings included:

Only a quarter of company respondents say their organisations are “extremely committed” to providing the best possible online user experience. A further 56% say they are “quite committed”.

... Ownership of user experience within organisations is quite varied (in terms of where responsibility for this lies). For just over a third of organisations, responsibility for the online user experience lies within an in-house website team.
Another third of companies have an individual or team dedicated to the online user experience while a fifth deem this to be the responsibility of an in-house marketing department.

More than a fifth of companies (22%) say that the online experience “isn’t integrated at all” into the overall customer experience.

The top six benefits of usability, based on the number of company respondents who said they had been a “major benefit”, were:

1) Improved perceptions of brand (54%)
2) Increased conversion rates (53%)
3) Greater customer loyalty and retention (46%)
4) Increased customer advocacy (38%)
5) Increased traffic (36%)
6) Improved search rankings (33%)

Download the full report at: E-consultancy"    (Continued via E-consultancy)    [Usability Resources]

Usability and User Experience Report 2007 - Usability, User Interface Design

Usability and User Experience Report 2007


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