According to a Forrester Research report, Companies have a difficult time justifying investments in online branding and Web site usability. But a new tool sheds light on the relationship between effective design and strong business results. What was the findings? That online branding drives purchase intent — as long as sites meet basic usability standards.
Interesting findings from Forrester included:
- Two dimensions related to brand have the strongest effect on purchase intent. The two brand dimensions, Brand Impression and Brand Authority, correlated most with intent to purchase. This findings show that it ’s possible to put a dollar value on making an emotional connection with customers through improved online branding.
- Poor usability lowers purchase intent, but great usability does not increase purchase intent. The study found that basic usability is a cost of entry because sites with a poor user experience decrease the likelihood that visitors will buy. Interestingly, the study also found that improving usable sites to make them even more usable did not increase purchase intent. Taken together, these conclusions indicate that companies should first invest in getting basic content, navigation, and presentation right, then switch gears and work on creating emotionally engaging experiences.
Retrieved from middleeastadvertising.com
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