Return On Investment

Experiential Measurements

Usability Testing (Paper Prototypes, Traditional lab testing and Comprehensive live remote testing)
Test overall effectiveness of design
Test functionality of specific tools (i.e. calculators)
Measure task completion times; like competitive comparisons
What is the correlation between success and satisfaction? Perceived wants versus actual needs?
Subjective measurements - Feelings, attitudes and behaviors - Were they satisfied?
Objective measurements - Were they successful?
What factors motivate visitors to engage?
Why do visitors exit the site? What will entice them to return?

Concept Testing
Test design prototypes.
Test branding strategy (i.e. Offline marketing brought online. What is the effect on the visitor? Positive/negative/neutral? What has the greatest impact on the brand on the Web?- Experience/messaging/content?)
How will a change in site strategy effect existing customers where brand equity is relatively high? How will change in strategy be perceived by new customers?
Test where and when visitors have the greatest needs for specific content.
How can the site better support offline business initiatives?
How can all sites within an organization better support one another?

What can be learned from competitors?
What are customers seeking on competitor sites?
What factors influence the customer's decision process when choosing a product or service?
What motivates customers to engage on competitor sites?
What tools do they find most useful? When, where and how is the best manner to present added-value information, features or functions?

Collect Market Research
Who is currently visiting the site?
What is their purpose? What are their goals and objectives?
What do customers want/need and expect from your site?
How and where did they learn about your company? Of the site? (search engines, email campaigns, offline advertising)
What is their perception of the site before they engage in the task? After they complete task based test?