Heads Up: Marketing is Taking Back the Website
Your website has become a critical component of how you interact with customers. However, in most cases its use and the team that manages it have both grown organically. Additionally, it’s often the IT department running the show.
As a result of this pattern, many websites do not meet the customer experience bar that modern marketing requires. They not usable enough. They are not accessible enough. And they are not persuasive enough. There are also too many bits and pieces stapled together to create the feedback loops.
On the Ground: A Growing Problem
Recent Forrester research data found that improving customer experience via the website was at the top of many organizations’ priority lists. Other hot items included improving online usability
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