ClickZ: The Missing ROI Metric
When you're working up budgets and considering online cutbacks, remember: The Web is more important to consumer buying decisions than ever. No matter what you sell — government services, products, healthcare information, or even news — the Web is a central part of consumers' decision making process.
Neglecting this, thinking you can slide by without compelling experiences and robust stores of information on your site, is a fool's bargain. You may save money now. In the long run, you're crippling one of your most vital sales tools: the connected consumer's expectation of information.
