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Tuesday, Jun. 5, 2007 at 12:52 pm

Established Brands Beat Newcomers With Usability

By The Grok
June 5th, 2007

Having a recognized brand buys you a lot of forgiveness with potential customers. But, regardless of your brand’s position, time is money when it comes to online conversion, and homepage design & usability play a big role.

The Rimm-Kaufman Group‘s Larry Becker writes about a recent study suggesting that:

. . .high growth companies are not evaluating and improving their home page designs in a systematic way. By comparing the home pages of the Fortune 30 against Inc Magazine’s fastest growing companies, researchers from Minnesota State University found the Fortune 30 had a usability score over 36% higher than the fast growing companies.

Sure, the brands in question were compared on “best practices” from 2001, but it seems the bigger brands are still beating the smaller guys at the fundamentals.

How has usability–good or bad–changed your opinion of a brand? Let’s hear some stories in the comments…

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Comments (2)

  1. Hey there, Grok– (Belated) thanks for the link! And I’d agree that having a recognized brand can cut a retailer some slack. But..even if that retailer does get that sale despite poor usability, they’ll likely still pay a price for irking their customers, perhaps losing a potential repeat order or positive word of mouth.

  2. you can easily build a brand with press releases and logos

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