The (Web) Experience Advantage

Website Magazine
Charles Wiedenhoft 

Take a moment to imagine what your customers are doing online, right now. Like you, they are engaged in digital experiences performing everyday tasks; such as checking e-mail, managing finances, booking flights, downloading music or connecting with friends.

In late April, 2010, Nielsen reported on March 2010 data for average Internet usage across the top Web brands in the United States. The report states: “The data indicates that 62.3 million home and work Internet users visited at least one of the Wikimedia Foundation-owned sites or launched a Wikimedia Foundation-owned application during the month, and each person spent, on average, a total of 15 minutes and 21 seconds at one or more of their sites or applications.”

The data for Facebook is much different. The same report shows that users spent an average of just under seven hours on the site during the month of March.

The difference between the two is the level of engagement — creating emotional imprints that can elevate brands. Or, if not done properly, removing equity from them.

Brands that deliver engaging digital experiences build and sustain long-term competitive advantages. Therefore, getting the experience right must be a priority. At Red Door, we’ve learned that engaging experiences all have the following characteristics. Consider them when evaluating how well your organization is serving its customers online:

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Tags: Charles Wiedenhoft, experience advantage, red door interactive