Website Optimization & Visitor Task Completion

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Use powerful metrics like task completion to craft winning user experiences in these tough economic times.

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  • Great to hear about your success, EMP! One quick note: though the contents of this deck are still revelant today, I am no longer with iPerceptions. But I am still intimately involved in voice of customer/survey research and analysis. If you have any questions, comments, or you want to find out more about what I do, please feel free to contact me: mbw1982 at gmail dot com.
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  • We have had the survey up for 6 days. Set to activate 25% of the time. So far we have had over 100 people take the survey. So for us I think I will continue using it for a few months at this point.
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  • maybe for some sites it is not working. I have thin sites on which very few visitors browse and have no feedback unil now. I think the site must have some compelling stuff to engage the visitor to answer.
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  • Very wrong assumption ’retirement’ (re below comment). Obviously it hinges on how many visitors you get to your site, and to what % of them the survey is presented, and how much goodwill and loyalty those visitors have to your brand. I have had the survey switched on for 2 weeks, and although only 20% of visitors have opted to take the survey following their visit, we have had over 300 visitors complete it. It has given me very valuable data, and I have already made changes to the site following the feedback. Our site has been trading many years so we thought we knew our issues pretty well inside out - but we have learnt a lot. So much more useful than google anaytics to us. I would recommend everyone give this a try, you have nothing to lose and much to gain. We are impressed!
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  • Website Optimization & Visitor Task Completion

    1. 1. Website Optimization & Visitor Task Completion Michael Whitehouse – Senior Marketing Analyst
    2. 2. Who are we? <ul><li>Free website survey for SMBs, co-developed by Avinash Kaushik </li></ul><ul><li>Four questions + advanced user segmentation </li></ul><ul><li>Over 2 million respondents </li></ul><ul><li>Totally free </li></ul><ul><li>Powerful VOC surveys, measuring all aspects of the user experience </li></ul><ul><li>5 million actual website visitors </li></ul><ul><li>Over 700 projects for Fortune 2000 companies </li></ul><ul><li>Helping to build a better web since 2000 </li></ul>www.iperceptions.com www.4qsurvey.com
    3. 3. The User Experience
    4. 4. In Historically Tough Times “… a few (participants) indicated that more than five to six years would be needed for the economy to converge to a longer-run path characterized by sustainable rates of output growth and unemployment.” Source: Minutes of the Federal Open Market Committee, January 27-28, 2009; Conference Board Consumer Confidence Index
    5. 5. Setting the Table Source: http://www.comscore.com/press/release.asp?press=2658 2008 Holiday Season vs Corresponding Days in 2007: Retail Spending Total US – Home/Work/University Locations
    6. 6. Consumers hyper-sensitive to cost http://http://www.comscore.com/press/release.asp?press=2732
    7. 7. Best Buy Memo <ul><li>” We can't change the overall level of consumer spending, but we can focus on deepening our relationships with customers wherever we interact with them: in our stores, on our Web sites and through our call centers….We must find ways to win with the customers who are coming to us today.” </li></ul>Source: The Consumerist (http://consumerist.com/5084305 best-buy-to-employees-survive-the-meltdown-by-making-customer-service-a-priority)
    8. 8. Task Completion by Industry
    9. 9. U.S. Retails Lagged Other Markets
    10. 10. Focus on US Retail - % Shares Research / Learn (34%) Buy (25%) Price / Promo Shopping (15%) Browse / Compare Products (8%) Funnel Activities Company Info (10%) Post-funnel tasks – 8% Post-Funnel Activities Funnel Activities Post-Funnel Activities
    11. 11. Consumer recession stretches funnel Research Browse Buy Old Reality: Compressed Funnel Company Info Research New Reality: Lengthened Funnel Browse Promo Shop Buy <ul><li>Net out: More Brand Interactions! </li></ul>
    12. 12. Segment-Level Task Completion Research / Learn (74%) Buy (56%) Price/Promo Shopping (74%) Browse / Compare Products (79%) Company Info (85%)
    13. 13. What’s stopping buyers? <ul><li>Product availability and pricing might be beyond your control as a website marketer. But when you’re driving traffic to your website and these visitors can’t find what they’re looking for and they complain about site usability, these are big issues, and ones that you can fix! </li></ul>
    14. 14. The Advent of Social Shopping?
    15. 15. Optimize for better Usability <ul><li>Order cart </li></ul><ul><li>“ The shopping cart would not let me add anything to it. I tried to call your place of business and it was closed.” </li></ul><ul><li>“ I logged in several times and tired to purchase the Esther video or audio to download. When I tried to add to the cart, I received an error message. Really frustrating!” </li></ul><ul><li>“ Apparently I shop to slowly….the items in my cart kept disappearing if I wasn’t speedy!” </li></ul><ul><li>“ I wanted to purchase a pair of bike shoes, but there was no “Add to Cart” button/function.” </li></ul>
    16. 16. A Winning Set of Tools
    17. 17. There is no magic formula
    18. 18. There are many winning formulas Provided you know your audience
    19. 19. A Great User Experience Pays Off <ul><li>Visitors who report great user experiences are: </li></ul><ul><li>Twice as likely to return to the site </li></ul><ul><li>Four times as likely to report enhanced brand opinion </li></ul><ul><li>Four times as likely to report higher future likelihood to purchase </li></ul>
    20. 20. The correlations are clear Source: Bruce D. Temkin, Forrester Research, “Customer Experience Correlates to Loyalty” http://experiencematters.wordpress.com/2009/02/18/customer-experience-correlates-to-loyalty/
    21. 21. Watching without listening
    22. 22. Is this our visitor? Watching without listening
    23. 23. Listen to Know Who is here? Why are they here? How am I doing? What do I need to fix?
    24. 24. Segment - Start with the basics
    25. 25. Then mix in visitor intent
    26. 26. 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
    27. 27. Change Your Site’s Orientation Tabbed navigation
    28. 28. Use powerful outcome metrics
    29. 29. Average website in North America converts at 2-3% Conversion Task Completion Conversion isn’t always about $
    30. 30. Verbatims = golden nuggets! Your search results are misleading. I can’t find links to the support page! Update your product news ticker.
    31. 31. More than feedback alone
    32. 32. “ NEED BIGGER PICS” More than feedback alone
    33. 33. “ NEED BIGGER PICS” More than feedback alone
    34. 34. Is this our visitor? Is this our visitor? More than feedback alone
    35. 35. Is this our visitor? Or is this our visitor? More than feedback alone
    36. 36. 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.
    37. 37. Be systematic and procedural Listen Measure Test Change Rinse and Repeat
    38. 38. User experience metrics are evolving
    39. 39. Every survey is an interruption <ul><li>To which we would add: </li></ul><ul><li>Intercept on arrival </li></ul><ul><li>Be polite </li></ul><ul><li>Sample only what you need </li></ul><ul><li>Put the right questions in front of the right visitors </li></ul><ul><li>Make it snappy </li></ul><ul><li>Seth Godin’s Recipe: </li></ul><ul><li>Don’t ask if you don’t care about the answers </li></ul><ul><li>Use questions to plant seeds </li></ul><ul><li>Make it easy to bail </li></ul><ul><li>Entertaining questions </li></ul><ul><li>Shake up the format </li></ul>
    40. 40. What is 4Q? <ul><li>A true permission based on-exit survey, developed in conjunction with Google’s Avinash Kaushik, that provides an easy to deploy, easy to use and easier still to analyze framework to answer 4 questions that no website owner can live without. </li></ul><ul><li>It is the antidote for the most pressing of web analytics challenges: </li></ul>The yearning and struggle to understanding the “Why”.
    41. 41. What is 4Q? And it’s free.
    42. 42. What is 4Q? 3 + 1 = <ul><li>Purpose of visit </li></ul><ul><li>Task completion </li></ul><ul><li>Open-ended voice of customer </li></ul><ul><li>Customer satisfaction </li></ul>
    43. 43. The 4Q user experience
    44. 44. The visitor experience
    45. 45. The visitor experience
    46. 46. The visitor experience
    47. 47. The visitor experience
    48. 48. The visitor experience
    49. 49. Advanced User Segmentation
    50. 50. Enterprise-Class Reporting Tools
    51. 51. Gratuitous Plug http://www.4qsurvey.com
    52. 52. Wrapping up: Some takeaways <ul><li>Times are tough and sites are feeling the pinch </li></ul><ul><li>Sites are struggling to convert would-be buyers </li></ul><ul><li>There is hope! Let your visitors guide the way </li></ul><ul><li>Two allies: segmentation and measurement </li></ul><ul><li>Be promiscuous and holistic </li></ul>

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