Forrester Research said that content personalisation tools can create a more individual shopping experience for site visitors, but firms need to ensure that these tools are integrated into an easily navigable site. Many personalisation tools let users set up preferences for how they will view a site. Even for companies that do not sell goods and services directly through their Web site, presentation should be a priority, because a poorly constructed site will undermine the corporate brand. Web sites are crucial communications tools and they should be presented well, argued Rob Oldhan, technical director for integrated design consultant The Small Back Room. Seventy percent of online shoppers spend less in a high street branch if they have had a bad experience on a retailer's Web site, according to analyst firm Jupiter Research.
Analysts say that ease of navigation and ease of use are the keys to a successful Web site.