Today I got a break on it. HB Mok (a colleague at Adobe), sent out a notice that there is a case study done on the Borders.com web application showing they had a 62% increase in conversion! While the Adobe talking points on this were around how Flex was used, I also found this valuable for anyone trying to reinvent their business. Naturally, if this is your interest, you will want to download the Allurent Case Study from here.
I don't want to spoil the entire case study but I will relay some of the more important findings:
o 62% higher conversion
o 41% more products viewed
o 11% more likely to recommend
Borders.com is worth taking a look at if you haven't already. Is it possible that "rich" from RIA really means that you have the information at your fingertips you need? Could it mean that your forms load quickly and embrace undeniable logic (example - not asking you for a "zip" code if you're shipping to Canada)? Could it mean the perfect balance of graphics, data and interaction, all blended perfectly in an intuitive package that speaks to the users?
I have to ask these questions pragmatically. Flex gives you the power as a developer but you still need to do the architecture behind it. I applaud Borders.com for their work of art combining logic, emotion and function.
To the developers and architects at Borders - well done!