With many companies struggling to outmaneuver economic recession, the pressure is on marketing departments to deliver ROI on their web sites. Until now, however, most sites were considered sunk costs.
Few companies know their sites fiscal effectiveness, let alone how to measure it.
Good UE gives users what they came for, said Troy Darling, VP of Experience Design at Hotwire. With strong UE, the quality of interaction between clients and customers improves. Hotwire advises companies to set and track meaningful goals that measure business results, beginning with baseline measurements. After that, a company can improve UE, integrate the web into their goals, and quantify the improvements. At Hotwire, we understand the challenges of a VP of Marketing and know how to solve them, said Heather Clark, President.