I've just come across an article, written originally for the blog Writing for Digital and reprinted by Digital Book World, in which James Mathewson, editor in chief of ibm.com shows pretty conclusively the value of good editors, in this case working on online marketing materials.
Matthewson says that editors are sometimes seen as an extra, and unnecessary, step getting in the way of publishing on the web, but an experiment demonstrated editors' value. The same sample of pages from various business unites were delivered to two, random groups of end users in edited and unedited form. Then the company measured "engagement" which it defined as clicks on the desired links on the page over the course of a month. The result? A 30% improvement from the edited pages.
Now it was just one test and it needs to be replicated before we draw strong conclusions. Your mileage may vary depending on the quality of your editors... But we can provisionally conclude that well edited pages do 30 percent better than unedited pages.What would 30 percent better engagement do to your bottom line? I’m going to let you draw your own conclusions about how 30 percent better engagement might affect your business. But let’s put an end to all the talk about editors being unnecessary.