Usability more valuable than advertising for e-commerce sites

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Usability more valuable than advertising for e-commerce sites

Monday, August 09, 2004

In a 1998 study, Creative Good, a consulting firm specializing in online customer experience, reported that one dollar invested by an e-commerce site in advertising typically resulted in a $5 increase in revenue. But one dollar invested in improving usability resulted in a $60 increase in revenue.

About the Author

I'm Chris McGrath, an intranet consultant in Vancouver, British Columbia, Canada. I've been working on intranets since 1997, and on plain ol' web sites for even longer. I run One Intranets, the firm that co-created ThoughtFarmer -- an enterprise collaboration platform for Windows-based intranets.