The testing of email hyperlinks to promotional websites, espousing the latest and greatest of your company’s offers, should therefore be as thorough as those undertaken for the websites themselves.

“What’s the point in spending thousands or even millions of pounds on pushing customers to an unusable and inaccessible website?” Asks Nicholas Le Seelleur of Sitemorse.

Websites should be both usable and accessible says Le Seelleur. Sitemorse believes that companies and organisations would benefit from its ‘unique page usable testing’ services, which it claims will help to prevent your brand from being damaged and provide customers with the best error free web experience. Strangely, even a number of top retail brands still fail the page usable and AA accessibility tests.

Giles Fraser – Co-founder of Brands2life.com - tells Sitemorse, the leading website testing and monitoring company, about how important hyper linking is to branding.

“Today seamless and fast technology is an integral part of the branding process whether it be easy-to-navigate and up-to-date websites, answer-first-time call-centres with easy access to the information you need or effective links between email links and websites. Sub-consciously people make an investment in the brand when they decide to investigate an offer and they feel cheated if it doesn't work as they hope. Moreover, they won't come back and may tell their friends about the bad experience. In short make those links work or don't do them at all."