Wait - what precisely do users demand from your website today? Usually I'm happy to find a website which loads quickly, is clean, and steers me in the direction of whatever I'm trying to find, personally.
My expertise is not marketing so I don't feel I could adequately answer that question but there are plenty of focus group studies which show what sort of UX works best. It's a safe bet that most of the big corporations who are already focus-grouping everything they publish, such as Disney for example, are also using focus groups to design their websites.
They're using split testing, conversion rate optimisation, and bizdev to design their sites. When something appears on a corporate website, it's there to benefit someone in the corporation, not the users (although it might benefit them as a side effect).