1) The document discusses how businesses can improve their website user experience by listening to visitor feedback. It emphasizes the importance of segmentation, measurement, and testing different approaches based on metrics. 2) Visitors who report a great user experience are more likely to return to the site, have positive brand opinions, and purchase in the future. 3) Due to the economic downturn, websites need to focus on optimizing usability and ensuring visitors can find what they are looking for in order to drive conversions.

1. Does Your Website Suck? Let Your Visitors Guide The Way Michael Whitehouse – Senior Marketing Analyst

3. The User Experience

4. There is no magic formula

5. But there are many winning formulas Provided you know your audience

6. Knowing Your Audience

7. Using the right tools

9. Watching without listening

10. Watching without listening

11. Is this our visitor? Watching without listening

12. Listen to Know Who is here? Why are they here? How am I doing? What do I need to fix?

13. Segmentation: What makes the web different from other media

14. Start with the basics

15. Then mix in visitor intent

16. Create Real Delineation Learn Onsite to research and gather information for a future purchase Support Onsite to get technical support for a specific product Shop Onsite with the cognitive intent to make a purchase during the visit

17. Change Your Site’s Orientation Tabbed navigation

18. Use metrics to measure outcomes

19. Conversion isn’t always about $ Average website in North America converts at 2-3% This is what they obsess about. This is what they should obsess about.

20. Average website in North America converts at 2-3% Behavioral Analytics Voice of Customer Analytics Conversion isn’t always about $

21. Average website in North America converts at 2-3% Conversion Task Completion Conversion isn’t always about $

22. Verbatims = golden nuggets! Your search results are misleading. I can’t find links to the support page! Update your product news ticker.

23. More than feedback alone

24. “ NEED BIGGER PICS” More than feedback alone

25. Is this our visitor? Or is this our visitor? More than feedback alone

26. Let’s try that again… Male, Aged 20-29, 2-3 monthly visits Female, Aged 40-49, First visit Male, Aged 30-39, Visits weekly Your search results are misleading. I can’t find links to the support page! Update your product news ticker.

27. Be systematic about the user experience Listen Measure Test Change Rinse and Repeat

28. User experience measurement is evolving

29. Behavioral Data Voice of Customer Data layering

31. The State of the User Experience

32. Setting the Table Source: http://www.comscore.com/press/release.asp?press=2658 Non-Travel (Retail) Spending *Corresponding days based on corresponding shopping days (Oct 27 – Dec 18, 2007)

33. Times are tough http://www.coremetrics.com/downloads/coremetrics-benchmark-industry-report-2008-12-us.pdf

35. Your Site is Your Best Weapon The Web businesses that will not only survive the downturn but come out ahead are those that will… address customer confidence issues throughout their Web contact points. Source: Forrester, Topic Overview: eBusiness and the Economy, November 14, 2008

36. TC by Industry

37. U.S. Retails Lagged Other Markets

38. Focus on US Retail - % Shares Research / Learn (34%) Buy (25%) Price / Promo Shopping (15%) Browse / Compare Products (8%) Funnel Activities Company Info (10%) Profile management – 4% Tech support – 3% Consume content – 1% Post-Funnel Activities Funnel Activities Post-Funnel Activities

40. US Retail – Task Completion Research / Learn (74%) Buy (56%) Price / Promo Shopping (74%) Browse / Compare Products (79%) Funnel Activities Company Info (85%) Profile management – 72% Tech support – 51% Consume content – 74% Post-Funnel Activities Funnel Activities Post-Funnel Activities

45. The Advent of Social Shopping?

46. Wrapping up: Some takeaways Times are tough and sites are feeling the pinch

47. Wrapping up: Some takeaways Sites are struggling to convert would-be buyers

48. Wrapping up: Some takeaways There is hope! Let your visitors guide the way

49. Wrapping up: Some takeaways Two allies: segmentation and measurement

50. Wrapping up: Some takeaways Be promiscuous and holistic

51. Thank you!