Asta e o problema care da batai de cap intotdeauna. In general designul, marketingul, publicitatea sunt elemente din promovarea unui brand care nu pot fi cuantificate exact.
Intr-un interviu in Fast Company, A.G. Lafley, CEO la P&G spunea asa:
“How do you measure success?
A.G. Lafley: We’ve won a few [design awards], and I really feel great when we’ve won on products the consumer loves. So yes, I occasionally put the design awards out here. But I don’t care if we never win a design award.
I care if consumers think our brands and products create a better experience and they buy us more regularly. Design is part of brand equity. We stand for election every day, and design’s an important part of it.”
Ei bine, intr-adevar premiile de design sunt importante, dar ele nu inseamna prea mult daca nu creaza venituri.
In cazul unui branding online / website succesul se masoara prin:
- numar de accesari
- calitatea drumului mediu prin site (ce informatii a cautat omul cand a dat de site-ul tau si daca le-a putut localiza repede si eficient)
- numarul de emailuri de feedback sau de intrebari venite prin website
- timpul si numarul de pagini medii / vizita
- rata de conversie
- ..si altele
Designul e ok, dar usability-ul si structurarea informationala sunt mai importante!