Websites not living up to visitor’s expectations
Despite increased attention by many companies to their digital presence, a wide-ranging study has found that website development is not keeping pace with consumer expectations.
The Web Marketing Association had 300 industry experts examine over 2,400 websites, judging each on criteria ranging from design to copywriting to ease of use. As a whole, the resulting web development index declined 3 percent in 2006 from 2005.
"Judges' expectations and consumer expectations are outclimbing what web development has been doing," said Bill Rice, president of the group, which gives awards for the best websites.
One particular area of concern: innovation, which was rated lowest overall of the seven categories judged.
"Innovation is so hard to not only get but to keep," Rice said. "As soon as you have an innovation, everyone copies you and you're run of the mill again."
Of the 97 industries examined, the airline industry was seen as the most advanced in web development, which Rice chalks up to the Internet becoming a critical part of its business early. Within the airline industry, American Airlines was cited for its WhyYouFly.com site, created by Interpublic Group's TM Interactive, which not only lets customers book travel but helps them decide where to go.
I have been a judge for the Web Marketing Association going on five years now and I can personally say that expectations grow from one year to the next. As a judge, I expect companies to leverage technology in order to make their sites more appealing and current as a means of differentiation and branding....but...not at the cost of impacting the visitor experience. Remember, that these studies are judged by 'industry experts' and not actual visitors in the context of a real experience. While people want to the see the best use of the latest technology, and label that as innovation, it needs to be used as a means of enhancing the visitor experience in a way that empowers customers and visitors to accomplish their purpose on your site.
To see the winners from 2006, click here.
