Companies care deeply about their brands. But while brand enhancement is a top priority for companies' Web sites, few actively measure how their site branding efforts affect usability while accurately conveying Brand Image. Forrester's Web Site Brand Review methodology gives firms a framework for measuring how effectively their Web sites perform in key areas where branding disrupts usability and how well the site conveys brand positioning.
Whether you're responsible for online customer experience, interactive marketing, or overall eBusiness you need a fast, objective way to evaluate how well your site differentiates your brand. This hands-on Workshop teaches participants the same objective techniques Forrester analysts use to evaluate the brand experience for research and for clients. These methods apply to any type of B2C or B2B Web site.
- One-day session. Participants learn the fundamentals of Web Site Brand Reviews followed by an interactive session on how to conduct 16 tests that uncover top Web design flaws. Each test is illustrated by examples of sites that pass fail it — attendees take away screen shots that capture a lasting reminder of what they've learned. Next, participants perform Brand Image Reviews on their own sites, guided by Forrester analysts and supported by peers.
- The Forrester scorecard and presentation of findings. Attendees leave with a scorecard and a slide deck, highlighting the problems with their own sites. To help them make the most of their scorecards, attendees review their findings with Forrester analysts and peers and receive specific recommendations for fixes.
Who Should Attend?
- Customer Experience professionals
- eBusiness & Channel Strategy professionals
- Interactive Marketing professionals
- Marketing Leadership professionals
- Direct marketing professionals
Why Attend?
- Learn an effective way to evaluate the overall brand experience that your site offers.
- Turn your site into a brand building asset by ensuring that your message is clearly differentiated.
- Boost online sales and cut service costs by removing roadblocks that prevent your customers from achieving their online goals.
- Improve satisfaction scores from your Web customers.
- Find best practices and opportunities by applying Forrester's user experience tests to competitors' sites.