What is most profitable? Investing in marketing to drive traffic to a web site or investing in the customer experience of the site?
According to ICE, it's insane to begin anywhere else than improving customer experience. "If you were throwing a party, wouldn't you clean up your house before you invited people over?"
By improving the customer experience, we improve conversion rate and can make more money with fewer people.
To maximize return on investments, the only smart move is to begin with customer experience and spend money on driving traffic to the site later on.
Links:
- Put Your Money Where The Experience Is
Henrik Olsen
- March 14, 2006
See also: Persuasive design (21) Cost-justification and ROI (27)
