Beyond eyeballs

Bonny Brown

The majority of web businesses do not provide good customer experience: they are unusable and/or do not meet the customers' expectations and preferences.

Beyond Eyeballs

Obtaining insights through customer experience evaluation

Bonny Brown Senior Research Scientist, Vividence Corp., United States.

INTRODUCTION

The majority of Web businesses do not provide a compelling customer experience: some are simply unusable, while others fail to provide content, goods, and services that match their customers' needs and expectations. To make matters worse, most Web sites do a poor job of effectively assessing their customer experience, relying on the number of unique visitors ('eyeballs') and average length of stay ('site stickiness') to judge their success. To truly understand customers and gather the information necessary to make strategic business...

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