#superweek2014

@timlb

Why Feedback & Survey
Data is so Valuable
Optimisation insight =

Let your visitors tell you what to fix
Why feedback surveys are so good
How to do it
How to ask
What to ask
How to work with the data

•
•
•

What kind of insigh...
Why feedback surveys are so good
Very fast
No need to wait for data to reach scale

Very direct insights
People tell you t...
How to work with feedback surveys

Where and how to ask
Everywhere
(before conversion)
For

•
•

Widest range of insight

...
How to work with feedback surveys

Where and how to ask
After conversion
For

•
•
•
•
•

No risk to conversion
Simple embe...
How to work with feedback surveys

Where and how to ask
Response rates
Active invitation 2% - 5%
Visitor-initiated 0.1%
[s...
How to work with feedback surveys

What to ask
Pre-conversion
Avinash‟s questions
What is the purpose of your visit to our...
How to work with feedback surveys

What to ask
After conversion

Net Promoter or NPS®
Net Promoter, Net Promoter Score, an...
How to work with feedback surveys

Storing other data
•
•
•

Browser details

Warning:

Email in case reply is needed

Thi...
How to work with feedback surveys

Integrating with GA
•

•

•
•

Many systems have features for
sending data to GA
o Cust...
How to work with feedback surveys

Systems

(just some of them)

Pre-conversion

Post-conversion

Usual suspects:

Usual s...
How to work with feedback surveys

Process
Must be systematic
business process
No good just browsing
through data
Report o...
How to work with feedback surveys

The Key Process: free text comments
No good just browsing
through data!
• „Tag‟ accordi...
How to work with feedback surveys

Key Process: check with GA
Prioritise using GA data (if possible)
Quantify how many vis...
What kind of insights you’ll get
Top level - instant information

•
•

•

Problems
Often include visitor‟s suggestions for...
What kind of insights you’ll get
Deeper insights - develop over time

•

Deeper Understanding visitor language & expectati...
What kind of insights you’ll get
Unexpected bonus = praise!

What real people see as your main benefits
Use these ideas in...
Summary
Feedback and survey systems are

•

Quick

•

Direct
Great source of specific insight for optimisation & marketing...
Resources
•

Bundle of all my Superweek2014
Links:http://bitly.com/Superweek2014TLB

•
•
•
•
•

Avinash‟s original post wi...
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Why Voice of Customer Feedback & Survey Data is so Valuable for Optimisation Insights: Superweek 2014

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How to work with web site visitor feedback systems to gain marketing and optimisation insights. Why they're valuable, how to ask, what to ask and the business process for working with the data.

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Why Voice of Customer Feedback & Survey Data is so Valuable for Optimisation Insights: Superweek 2014

  1. 1. #superweek2014 @timlb Why Feedback & Survey Data is so Valuable
  2. 2. Optimisation insight = Let your visitors tell you what to fix
  3. 3. Why feedback surveys are so good How to do it How to ask What to ask How to work with the data • • • What kind of insights you‟ll get
  4. 4. Why feedback surveys are so good Very fast No need to wait for data to reach scale Very direct insights People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked) Words are from real visitors Valuable understanding of visitor language and terminology
  5. 5. How to work with feedback surveys Where and how to ask Everywhere (before conversion) For • • Widest range of insight Open to non-converters Against • • • Pop-up invitations can harm conversion Visitor-initiated systems have lower response rate Probably skew towards complaints
  6. 6. How to work with feedback surveys Where and how to ask After conversion For • • • • • No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints = learn what people like Surprise: will include comments about previous non-conversion visits Against • Skewed towards converters
  7. 7. How to work with feedback surveys Where and how to ask Response rates Active invitation 2% - 5% Visitor-initiated 0.1% [source iPerceptions] Embedded post-conversion 15% - 35% start survey 5% - 10% include text comment
  8. 8. How to work with feedback surveys What to ask Pre-conversion Avinash‟s questions What is the purpose of your visit to our website today? Were you able to complete your task today? If you were not able to complete your task today, why not? http://www.kaushik.net/avinash/4q-the-bestonline-survey-for-a-website-yours-free/ And, maybe “Any other comments?” Email address if a reply is needed
  9. 9. How to work with feedback surveys What to ask After conversion Net Promoter or NPS® Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld Net Promoter Question Were you able to do everything you wanted to do today? Any other comments? (If you‟re not storing email address with survey: email address if a reply is needed) “How likely is it that you would recommend this site to a friend or colleague?” Scale 0-10 where 0 is “very unlikely” and 10 is “very likely” 0-6 are „detractors‟ 7-8 are „passives‟ 9-10 are „promoters‟ Score = % of „promoters‟ - % of detractors
  10. 10. How to work with feedback surveys Storing other data • • • Browser details Warning: Email in case reply is needed Think about privacy issues before storing extra hidden information Visitor id or order number (to use as key)
  11. 11. How to work with feedback surveys Integrating with GA • • • • Many systems have features for sending data to GA o Custom variables o Custom dimensions o Events (Values in standard reports) Warning: never send Personally Identifiable Information to GA Can be very useful for segmentation Likely to be even more valuable with latest „user‟ segments Could even store an anonymous survey-id for session-level analysis...
  12. 12. How to work with feedback surveys Systems (just some of them) Pre-conversion Post-conversion Usual suspects: Usual suspects: 4Q - www.iperceptions.com/en/plans-and- www.surveygizmo.com pricing/free www.surveymonkey.com qualaroo.com www.kampyle.com Some others: Some others: fluidsurveys.com webengage.com Enterprise level www.iperceptions.com www.servicetick.com fluidsurveys.com webengage.com General form builders: http://www.wufoo.com http://www.formstack.com Enterprise level www.iperceptions.com www.servicetick.com
  13. 13. How to work with feedback surveys Process Must be systematic business process No good just browsing through data Report on trends Slice & dice with segments Often best to work outside survey system reports • • • Enforces business process Probably needed for NPS score Vital with free text comments
  14. 14. How to work with feedback surveys The Key Process: free text comments No good just browsing through data! • „Tag‟ according to theme • Ideally tagging done by one person • „Tagger‟ writes a regular report • Report on trends • Include „verbatim‟ sample comments for each point in report No process = no insights
  15. 15. How to work with feedback surveys Key Process: check with GA Prioritise using GA data (if possible) Quantify how many visits might have been exposed to the issue Example • • Problem with checkout login page = lots Problem with email account „html or text‟ option page = few
  16. 16. What kind of insights you’ll get Top level - instant information • • • Problems Often include visitor‟s suggestions for fix! Understanding of visitor intent and expectations Information Architecture and Usability Understanding of visitor product language Information Architecture is often based on industry terminology
  17. 17. What kind of insights you’ll get Deeper insights - develop over time • Deeper Understanding visitor language & expectations Matt Lacey from PRWD in an Econsultancy blog on a/b testing: • • “In one example we saw a lift of 4% in sales across the site for a large European retailer, simply by changing the messages in the USP bar. The key to this test was that the messages that won had come directly from the mouths of customers, from user research prior to developing the hypotheses for the test.” http://bit.ly/Superweek2014USB Product Suggestions People will ask for new products they expected you to stock Competitor Intelligence People will compare you to your rivals
  18. 18. What kind of insights you’ll get Unexpected bonus = praise! What real people see as your main benefits Use these ideas in your marketing on and off-site Sanity check on what not to change on site Morale-booster at busy times - share positive comments with colleagues
  19. 19. Summary Feedback and survey systems are • Quick • Direct Great source of specific insight for optimisation & marketing • Cheap And they don‟t stop producing ideas
  20. 20. Resources • Bundle of all my Superweek2014 Links:http://bitly.com/Superweek2014TLB • • • • • Avinash‟s original post with „THE” questions:http://bit.ly/Superweek2014Avinash Great post about Customer Experience & Conversion Optimisation from Conversion XL: http://bit.ly/Superweek2014UX Short article: “Is Anecdotal Evidence Worthless?” from Christopher Penn:http://bit.ly/Superweek2014Anecdotal Interesting point about how using visitor‟s own language increased conversion by 4%http://bit.ly/Superweek2014USB My blog post about feedback surveys (with links to more resources):http://bit.ly/Superweek2014Surveys

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