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Webinar: Measuring Online Brand Loyalty and Benchmarking websites: Cartier, Gucci, Tiffany
 

Webinar: Measuring Online Brand Loyalty and Benchmarking websites: Cartier, Gucci, Tiffany

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In this webinar you will hear: ...

In this webinar you will hear:
• Which brand performs the best and the worst on their website experience?
• How brand perception is affected by exposure to the luxury brands' websites and Facebook pages
• Do these luxury brands provide enough product information on high value goods to enable a potential purchaser to buy?
• Detailed results on likelihood to recommend a brand's website and likelihood to 'like' a brand's Facebook page (Net promoter score - NPS)

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Webinar: Measuring Online Brand Loyalty and Benchmarking websites: Cartier, Gucci, Tiffany Webinar: Measuring Online Brand Loyalty and Benchmarking websites: Cartier, Gucci, Tiffany Presentation Transcript

  • How do luxury brands perform in achieving the overruling objective 'brand loyalty’? 15 May 2014
  • www.userzoom.com Agenda UserZoom Overview Task Design and Summary • Objectives • Study Details • Study Design • Participant Profile Key Findings Conclusions 2
  • www.userzoom.com Presenters Dr Martin Hicks – Senior Researcher Martin has over 6 years industry experience in the full range of user-centred design activities, including quantitative and qualitative analysis. Jenna Cosquieri – Researcher UX researcher with over six years of industry experience, incl quantative & qualitative analysis.
  • www.userzoom.com Company Profile • Leading SaaS company specialising in Online UX Research & Customer Insights • Our mission: Helping businesses optimise user experiences of web based products and mobile apps by providing a platform of tools and support services • In business for 9 years, offices in Sunnyvale (CA), Cheshire (UK), Barcelona (Spain) & Munich (Germany) • 50 employees (including Engineers, UX Researchers, Acct Mgrs, Sales/Marketing) • 100% revenue growth / year in the past 3 years • We have clients in 15 countries and across all major industries • 90% of brands renew their license each year
  • www.userzoom.com Why Us? • Cost-effective research • Ability to ‘go beyond the lab’ • Obtain statistically significant, actionable results • Test users from different geographic locations • Run studies quickly • Avoid having to purchase lots of different tools
  • www.userzoom.com How it works • Hundreds of users agree to participate in a study • In their natural context • From geographically spread locations • Users try to complete tasks (or goals) + answer questions • No human moderation needed • Our browser bar connects users with our secure servers
  • www.userzoom.com Research Objectives 7 Goal: quantitative comparison of 3 luxury brands websites – Tiffany, Cartier and Gucci. Key metrics: • Site performance (Navigation, Look and Feel, Layout, and Content provided) • Likelihood to recommend a brand's website and to 'like' a brand's Facebook page • Identify satisfaction levels based on the product information • Identify which types of content shown on luxury brand's Facebook pages generated the most interest • Identify whether content shown on luxury brand's Facebook pages was deemed to be consistent with content on their websites • Explore whether brand perception is affected by exposure to the luxury brands' websites and Facebook pages. Goals
  • www.userzoom.com Study Design Description Study dates: August 2012 (UK) Study Method: Remote Usability Test – UserZoom Number of participants: 133 Websites compared: Tiffany, Gucci and Cartier websites and associated Facebook pages (Participants were randomly allocated to each brand website and Facebook page – between-subject design) Tasks 1.Find an item of jewellery 2.Locate your nearest store 3.Find an item of interest on the Facebook page 8
  • www.userzoom.com Participant profiles Overview of participant profiles Gender: 91 Female / 42 Male Age ranges: 82 aged 25-35 51 aged 36-45 Salary: All earned 25K+ Purchasing behaviour: All purchased luxury goods at least once a quarter Facebook usage: All Facebook users 9
  • www.userzoom.com Why these sites? 10 Tiffany Gucci Cartier The Tiffany, Gucci, and Cartier sites were chosen for the study due to the following shared characteristics: • High end, luxury brands • UK centric (UK shops and pricing) • Similar luxury products and price ranges • Store locator functionality • Facebook landing pages (with no login required)
  • www.userzoom.com Key Findings 11
  • www.userzoom.com Success Important to Note Areas for Improvement Critical Issues 12 Key Findings – Introduction + - I This section provides a summary of the key findings from the luxury brands benchmarking study. Key: -
  • www.userzoom.com Executive Summary – Key Findings I The study revealed some luxury brands websites do not adequately support users when performing everyday tasks, such as locating items and finding a store. Of the 3 sites, Tiffany performed best in terms of supporting these tasks. Participants achieved over 90% success rate on both tasks. Participants using 2 sites (Gucci and Cartier) experienced difficulties finding key product information and store information. This was due to: • Missing search options / search returning unexpected results • Hidden store locator options. Post-task feedback revealed that participants expected clear and accessible links on the site homepages for product categories, search, and store locators. + - -
  • www.userzoom.com Key Findings Overall, participants were not satisfied with the amount of product information provided for the luxury items. • All 3 websites could be further improved in terms of providing more product information to help customers to decide whether to purchase luxury items. Participants experiences after visiting the luxury brands websites and Facebook pages directly influenced their self-report ratings in terms of: • Site performance ratings • Likelihood to recommend the site and to 'like' the brands' Facebook pages. • Brand perception - Certain brand positive attribute ratings were lower post-study, compared to the same ratings obtained pre-study (pre- exposure to brands’ websites and Facebook pages). - I -
  • www.userzoom.com Key Findings Overall, the content on the brands' Facebook pages were not considered to be strongly consistent with content on the brands’ websites. • Of the 3 sites, the Gucci Facebook page content was deemed to be the most consistent with the content on the Gucci website • However, participants expected that the Facebook pages would show more featured products and collections. - + -
  • www.userzoom.com Key Findings – Task Results 1 & 2 • Tiffany achieved the highest task success rate overall (achieving over 90% on both tasks) • The other 2 sites did not adequately support the tasks due to participants experiencing difficulties finding key information, including: • Missing search or search not returning expected results • Hidden product information • Hidden store locator options Brand Task 1: Find a Item of Jewellery Success Rate Task 2: Locate a Store Success Rate Tiffany 91% 98% Gucci 74% 74% Cartier 55% 75% Task 1 & 2 Success Rates - +
  • www.userzoom.com Key Findings – Brand Perception 17 Changes (pre- & post-study) towards luxury brand perception Overall, lower ratings were given post-study for the positive attributes: “Luxury”, ‘High quality”, “Good value”, and “Safe”. Positive attributes Tiffany % Change Cartier % Change Gucci % Change Luxury 71% (pre) 56% (post) -21 84% (pre) 66% (post) -18 54% (pre) 57% (post) 3 Sophisticated 44% (pre) 58% (post) 14 52% (pre) 43% (post) -9 50% (pre) 50% (post) 0 High quality 65% (pre) 51% (post) -14 75% (pre) 66% (post) -9 57% (pre) 48% (post) -9 Good value 9% (pre) 26% (post) 17 18% (pre) 11% (post) -7 15% (pre) 11% (post) -4 Inspiring 26% (pre) 30% (post) 4 34% (pre) 34% (post) 0 33% (pre) 39% (post) 6 Engaging 12% (pre) 30% (post) 18 27% (pre) 18% (post) -9 28% (pre) 28% (post) 0 Safe 14% (pre) 16% (post) 2 11% (pre) 5% (post) -6 7% (pre) 2% (post) -5 Exciting 26% (pre) 26% (post) 0 34% (pre) 36% (post) 2 48% (pre) 41% (post) -7
  • www.userzoom.com 18 Strongly AgreeStrongly Disagree Consistency of brands’ Facebook content with brands’ website content Key Findings – Consistency of Content The brands’ Facebook content was not considered to be strongly consistent with the content shown on the brands’ websites. How strongly do you agree or disagree with this statement?: ‘The content on the <brand> Facebook page is consistent with the content on the <brand> website’ Brand 1 2 3 4 5 6 7 Total Mean score Gucci 0% (0) 0% (0) 9% (4) 11% (5) 13% (6) 37% (17) 30% (14) 46 5.7 Cartier 0% (0) 0% (0) 9% (4) 20% (9) 23% (10) 25% (11) 23% (10) 44 5.3 Tiffany 2% (1) 0% (0) 5% (2) 14% (6) 35% (15) 28% (12) 16% (7) 43 5.3
  • www.userzoom.com 19 Extremely LikelyExtremely Unlikely 0 1 2 3 4 5 6 7 8 9 10 Total NPS Gucci 11% (5) 0% (0) 4% (2) 2% (1) 2% (1) 7% (3) 11% (5) 11% (5) 11% (5) 17% (8) 24% (11) 46 4% Tiffany 2% (1) 7% (3) 2% (1) 5% (2) 0% (0) 12% (5) 7% (3) 5% (2) 33% (14) 14% (6) 14% (6) 43 -7% Cartier 11% (5) 2% (1) 5% (2) 2% (1) 5% (2) 14% (6) 9% (4) 11% (5) 14% (6) 11% (5) 16% (7) 44 -20% Of the 3 luxury brands, the Gucci Facebook page was the only site that achieved a positive Net Promoter Score. Gucci NPS score 4% (‘Promoters’ – ‘Detractors’) Tiffany NPS score -7% (‘Promoters’ – ‘Detractors’) Cartier NPS score -20% (‘Promoters’ – ‘Detractors’) Likelihood to ‘like’ brands’ Facebook page (NPS) Key Findings - NPS
  • www.userzoom.com 20 Of the 3 luxury brands, the Tiffany website was the only site that achieved a positive NPS. Tiffany NPS score 7% (‘Promoters’ – ‘Detractors’) Gucci NPS score 0% (‘Promoters’ – ‘Detractors’) Cartier NPS score -42% (‘Promoters’ – ‘Detractors’) Extremely LikelyExtremely Unlikely 0 1 2 3 4 5 6 7 8 9 10 Total NPS Tiffany 0% (0) 0% (0) 0% (0) 0% (0) 0% (0) 19% (8) 7% (3) 2% (1) 38% (16) 12% (5) 21% (9) 42 7% Gucci 3% (1) 3% (1) 3% (1) 0% (0) 6% (2) 15% (5) 9% (3) 15% (5) 9% (3) 29% (10) 9% (3) 34 0% Cartier 6% (2) 6% (2) 9% (3) 0% (0) 6% (2) 27% (9) 6% (2) 3% (1) 18% (6) 3% (1) 15% (5) 33 -42% Likelihood to recommend a brands’ website (NPS) Key Findings - NPS
  • www.userzoom.com 21 6.1 6 6.1 6 4 5.4 5.5 4.8 5.1 5.7 5.9 5.6 -1 1 3 5 7 Navigation Content Look & Feel Layout Gucci Cartier Tiffany Mean score Tiffany achieved the highest and most consistent mean score across all the site performance metrics. Cartier achieved the lowest overall site performance scores. Key Findings – Overall Site Performance (Layout, Look & Feel, Content, Navigation)
  • www.userzoom.com Detailed Findings 22
  • www.userzoom.com Understanding the Data Task Success – A task is considered successful if the participant indicated that they had correctly completed a task while on a page that contained the information they were instructed to find or was otherwise marked as a valid, successful page. Non-Success Error – A task is counted as an “Error” if the participant indicated that they had correctly completed a task while on a page that did not contain the information they were instructed to find or was not otherwise marked as a valid, successful page. Abandon - A task was marked as “Abandon” if the participant ends the task prior to completing it. Clickstream Data – In this report, a reduced click stream summary is presented for each task. Some results are based on deep analysis of the full clickstreams, hence, not shown graphically. Note: In cases of low Abandon ratios, open-ended comments were not shown. 23
  • www.userzoom.com Task 1: Validated Results Metrics (Find an item) 24 • Task 1 success varied between the 3 sites. • Tiffany (91%) • Gucci (74%) • Cartier (55%) Brand Mean task completion time (minutes) Mean number of clicks Tiffany 2:04 9 Gucci 2.18 11 Cartier 4:03 0* Task Success Efficiency * Mean number of clicks not recorded on the Cartier site due to high level of Flash (built non- trackable) functionality present
  • www.userzoom.com Task 1 - Behavioural Heatmaps (Tiffany) The first 3 clicks by 60% participants visiting the Tiffany site mainly focussed on the Jewellery link shown in the dropdown option in the top navigation (92% were successful) (1). Other areas of interest focussed on the search option (2) and saved items (3) also accessible from the top navigation. (1) (2) (3)
  • www.userzoom.com Task 1 - Behavioural Heatmaps (Gucci) On the first 3 clicks on the Gucci site, the majority of the participants clicked on the links in the rotating banner (1) on first click. Other areas of interest focussed on ‘Women’ (2), create account option (3) and search option (4) in the top navigation area. (1) (2) (3) (4)
  • www.userzoom.com 27 Task 1 – Click Paths (Tiffany) Highlights dominant path * 2% insignificance removed • 53% of participants clicked on ‘Bracelets’ category from the homepage returned to the homepage then returned to ‘Bracelets’. • 16% clicked on the Search from the homepage. • 16% clicked on ‘Gifts For Her’ on the homepage. Less dominant first clicks Highlights optimal path (to ‘Daisy Bracelet’ then ‘Success’)
  • www.userzoom.com Task 2 Results – Validated Task Metrics (Find Store) 28 Brand Mean task completion time (minutes) Mean number of clicks Tiffany 0:54 6 Gucci 1:30 11 Cartier 1:52 0* Task Success Efficiency * Mean number of clicks not recorded on the Cartier site due to high level of Flash (built non- trackable) functionality present • Task 2 success varied between the 3 sites: • Tiffany (98%) • Gucci (74%) • Cartier (75%)
  • www.userzoom.com Task 2 - Behavioural Heatmaps (Tiffany) On the first 3 clicks, the majority of the participants (98%) visiting the Tiffany site selected the ‘Store Locations’ link (1) shown in the top navigation. (1)
  • www.userzoom.com Task 2 - Behavioural Heatmaps (Gucci) When visiting the Gucci site to find a store, only 56% of participants selected the ‘Our stores’ link (1) shown in the foot of the page on first 3 clicks. Interestingly, 22% participants first selected the ‘Shop’ link (2) shown top right of the page. (1) (2)
  • www.userzoom.com 31 Task 2 – Click Paths (Gucci) Highlights dominant path * 2% insignificance removed • 61% of participants clicked on the ‘Store Locator’ link from the homepage’. Highlights optimal path
  • www.userzoom.com Task 3 – Behavioural Heatmaps (Facebook) The Facebook page heatmaps (Task 3) also revealed exploratory behaviour. (1) Task 3: Participants demonstrated exploratory behaviour on brands’ Facebook pages. Some participants first clicked ‘Likes’ (1), ‘Photos’ (2) and ‘Locations’ (3) sections, while others clicked on the ‘Signup’ and ‘Login’ links (4). (4) (1) (2) (3) Tiffany Gucci Cartier
  • www.userzoom.com Conclusions 33
  • www.userzoom.com 34 Conclusions – Lessons learnt The findings from this study highlighted several key issues and areas that need to be addressed for the luxury brands websites tested: • Participants struggled with performing everyday tasks on 2 of the sites and had problems with navigating the sites, as highlighted by the behavioural data and the post-task feedback. • Clear and accessible links were expected on the site homepages for product categories, search, and store locators. • Participants’ experiences from using the brand websites and Facebook pages directly influenced their post-task ratings for site performance, brand perception and NPS scores. • Content shown on the brands’ Facebook pages were not considered strongly consistent with the content on the brands’ websites. • The amount of product information (e.g., product names, descriptions) for the luxury items shown on the websites was considered to be inadequate.