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
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
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
Consumers hyper-sensitive to cost http://http://www.comscore.com/press/release.asp?press=2732
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)
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
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>
Segment-Level Task Completion Research / Learn (74%) Buy (56%) Price/Promo Shopping (74%) Browse / Compare Products (79%) Company Info (85%)
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>
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>
There are many winning formulas Provided you know your audience
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>
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/
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
Change Your Site’s Orientation Tabbed navigation
Is this our visitor? Is this our visitor? More than feedback alone
Is this our visitor? Or is this our visitor? More than feedback alone
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.
Be systematic and procedural Listen Measure Test Change Rinse and Repeat
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>
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”.
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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