Executive Summary (This is a document excerpt)

When the economy is in trouble, most executives start looking for ways to cut costs from their budgets. Customer experience professionals should take advantage of this situation and promote improving Web usability as a key way to eliminate unnecessary sales and service costs by shifting customers from more expensive channels to the Web site. Forrester built a simple model of the cost savings from Web usability improvements for both purchases and service inquiries. These models show that shifting even a small number of calls and emails to the Web site can lead to significant ROI. To understand the potential savings for your organization, use the modifiable version of this model to estimate the potential ROI of improving your site's usability.

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