According to a recent Forrester Research
report, Companies have a difficult time justifying investments in
online branding and Web site usability. But a new tool sheds light
on the relationship between effective design and strong business
results. What was the findings? That online branding drives purchase
intent — as long as sites meet basic usability standards.
Interesting findings from Forrester included:
 Two
dimensions related to brand have the strongest effect on purchase
intent. The two brand dimensions, Brand Impression and Brand
Authority, correlated most with intent to purchase. This findings
show that it ’s possible to put a dollar value on making an
emotional connection with customers through improved online
branding.
Poor
usability lowers purchase intent, but great usability does not
increase purchase intent. The study found that basic usability is a
cost of entry because sites with a poor user experience decrease the
likelihood that visitors will buy. Interestingly, the study also
found that improving usable sites to make them even more usable did
not increase purchase intent. Taken together, these conclusions
indicate that companies should first invest in getting basic content,
navigation,
and presentation right, then switch gears and work on creating
emotionally engaging experiences.
The Four Dimensions That Drive Purchase Intent
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