Research published today, reveals that three-quarters of internet marketing campaigns are impacted by website failures, with 14 percent of failures so severe that they prevented the campaign meeting its objectives. The study, commissioned by web testers SciVisum, exposes the lack of technology knowledge among marketing professionals as the key factor impacting successful internet campaign planning.
“The problem Marketing Directors have is that the design of a website very often takes precedence over its actual usability, which is why there are so many abandoned transactions,” Catriona explains. “Usability testing is effectively digital research – it helps to make sure that a website will appeal to its intended audience, and that the visitor’s experience will be a positive one. An online marketing campaign that is frustrating for the user just damages a company’s brand. Clients of ours such as Barclays and Sky are now seeing the value of getting this stuff right.”
Key findings of the SciVisum study:
* Nearly two-thirds of marketers did not know how many transactions their website could support, and so were unable to factor this into campaign plans.
* 37 percent of marketing professionals could not put a monetary value on losses caused by customers abandoning web transactions.
* An ongoing communication chasm between marketing and IT departments is revealed as the root cause of many website failures. A quarter of organisations experienced website overloads and crashes as a direct result of a lack of communication between the two departments.
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