WebWatch 2009 - Prayag's Annual Website Benchmarking Study is in a bigger format this year. We analyzed 59 websites in the IT and BPO landscape to uncover the hits and misses.

Prayag is back with its Annual Website Benchmarking Report in a bigger way this year with an analysis of close to 60 websites in the IT and BPO space against global practices for website design, navigation, content and online marketing. We have studied websites that stand out for their innovative designs, navigation styles, and content strategies. The report also highlights best-in-class tactical ideas and practices. The study uncovers which websites are closest to providing the ultimate brand and user experience to visitors.

The objective of the study was to gain a perspective as to which websites are able to deliver the perfect brand experience to a consumer. Websites are the most commonly used marketing tool and they can be far better leveraged by increasing functionality and interactivity.

This year, websites were a step ahead from the last time. We saw several new features and trends emerging. Most notable was the prevalence of Web 2.0 elements to engage visitors by presenting content rich information through interactive medium like blogs, communities and many call to action cues.

Sudha Kumar, CEO, Prayag consulting said, "Through our benchmarking study, we found that many of the so-called hygiene factors have been taken care of by most website. That said, companies seem to be more comfortable taking a standard approach and few have tried to veer from the familiar route. Now may be a good time to relook at the usual approach and try something different to truly stand out."

As a norm, most sites are consistent in their usage of colours, themes, messages and design but few exceptional sites stand out.