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Established Brands Beat Newcomers With Usability

Posted By The Grok On June 5, 2007 @ 12:52 pm In Bounce Rate,Usability | 2 Comments

Having a recognized brand buys you a lot of forgiveness with potential customers. But, regardless of your brand’s position, time is money [1] 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 [2] 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…


Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/06/05/established-brands-beat-newcomers-with-usability/

URLs in this post:

[1] time is money: http://www.grokdotcom.com/2007/04/16/time-is-money/

[2] Larry Becker writes about a recent study: http://www.rimmkaufman.com/rkgblog/2007/06/04/home-page-usability-and-credibility-survey/

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