25 October 2006

Obtaining customer feedback is critical to ensuring that high levels of usability are maintained on a website, a marketing expert has claimed.

Daniel del Olmo, the vice president of international marketing and strategy at the Wyndham Hotel Group told EyeforTravel that his company conducted extensive research and testing to create the best website possible.

"The Internet is a very dynamic environment," notes Mr del Olmo, explaining the importance of user feedback when creating a site.

"First, ensure you design your website and its functionality based on what consumers want," he asserted.

The expert added that a "one size fits all approach" will not create the best website, companies must tailor their online presence for the users.

"Content has to be relevant for the user and well presented. Credibility and trust will derive from the user understanding and appreciating the brand … we believe our content needs to be market specific."

Frederick Townes, an expert at Internet Search Engine Database, recently claimed that the usability of a website's landing page can entice users to complete desired actions such as compeleting questionnaires or viewing products.

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