Web sites are a vital marketing tool. Experts recommend that developers test their sites with real users to make sure the site is meeting the needs of their target audiences. What image is being portrayed? What content and features do users hope to find? Does this site structure make sense and are they able to navigate and complete tasks easily? What improvements are needed? Asking customers for their input will lead to better sites and greater user satisfaction and loyalty.

Many marketers invest in evaluating their advertising messages, but neglect to explore the impact of their Web site which is available 24/7 and has far more reach. User experience research can be a wise investment in making sure you are maximizing the value of this vital marketing tool.