3. INTRODUCTION
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INTRODUCTION VISUALS ANALYSIS SUMMARY
1. About
This presentation:
• summarizes — using visuals: graphs and charts, and text —all the information available in the E-commerce Comparative Site Satisfaction Report for Q4-Y2011.
• split into 4 sections, those being: Introduction, Visuals, Analysis and Summary — it shows how AAA’ e-commerce website compares to those of the competition i.e.
15 other leading e-commerce websites/brands —in terms of performance and user/visitor experience.
• encompasses 10 charts/graphs (Section 2: Visuals). Comments upon charts/graphs are listed in Section 3: Analysis.
• provides some actionable insights and recommendations (Section 4: Summary) into what AAA could do better to further progress its website performance and
ranking.
4. 5.81
6.08
6.47
6.6
7.19
7.62
7.91
Min 25th 50th Industry avg. 75th AAA Max
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INTRODUCTION VISUALS ANALYSIS SUMMARY
VISUALS
2. Overall Site Performance
0%
5%
10%
15%
20%
25%
30%
0 1 2 3 4 5 6 7 8 9 10
Chart 1. Overall Site Satisfaction Chart 2. iPSI – E-commerce (Profile & Percentile)
Top 25%Top 100% Top 50%Top 75%
Average score (AAA)
= 7.3
Average score (Other)
= 6.45
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INTRODUCTION ANALYSIS SUMMARY
VISUALS
2. Overall Site Performance (Cont.)
Chart 3. iPSI by Overall Site Satisfaction
0 PCTL=99.0%
1 PCTL=92.3%
2 PCTL=92.3%
3 PCTL=92.3%
4 PCTL=92.3%
5 PCTL=92.3%
1 2 3 4 5 6 7 8 9
Rating
Satisfaction
10-point scale
Min Max Q2 (50th) Industry avg. AAA
VISUALS
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INTRODUCTION ANALYSIS SUMMARY
VISUALS
2. Overall Site Performance (Cont.)
Chart 3. iPSI by Overall Site Satisfaction (Cont.)
6 PCTL=85.7%
7 PCTL=92.3%
8 PCTL=79.0%
9 PCTL=52.3%
10 PCTL=52.3%
1 2 3 4 5 6 7 8 9
Rating
Satisfaction
10-point scale
Min Max Q2 (50th) Industry avg. AAA
VISUALS
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INTRODUCTION ANALYSIS SUMMARY
VISUALS
Chart 8. Navigation (D5)
5
5.5
6
6.5
7
7.5
8
8.5
9
9.5
10 A8: Ease of use A9: Discovery
Min 25th 50th Industry avg. 75th AAA Max
― Rating: 6.55
― Rank: 5
― Rating: 7.6
― Rank: 3
VISUALS
3. E-commerce iPSI: Dimension/Attribute Comparison (Cont.)
10. 13%
87%
First time Repeat
45%
55%
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INTRODUCTION ANALYSIS SUMMARY
VISUALS
4. User Group Comparisons
Chart 9. Frequency of Visit
AAA
Other
Chart 10. Rating
First time
Repeat
Min=5.65 Industry avg.=6.61 AAA=7.17 Max=7.78
Min=5.55 Industry avg.=6.83 AAA=7.68 Max=7.98
VISUALS
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INTRODUCTION ANALYSIS SUMMARY
ANALYSIS
5. Comments upon charts/graphs
VISUALS
• Charts 1, 2, 3: It is apparent that AAA’s brand is in good health and performing
well. This holds true given the fact that, on average, the brand’s users/visitors
seem to be (somewhat) satisfied with a reported satisfaction score of 7.4 pts.
—surpassing that of the industry (6.45 pts.) (see Chart 1). The E-commerce iPSI
shows sort of similar findings with a 7.62 rating for AAA (> 6.6=Industry avg.)
(see Chart 2). Remarkably, the iPSI indicates that AAA’s brand is a leader in the
industry, being among the Top 3 e-commerce brands (out of 15) available on
the Web. Though these numbers are to a certain extent quenching, there is still
however room for further improvement, mainly on the user experience front.
As a matter of fact, Chart 3 shows that, moving through the 10-point
satisfaction scale, going from [0=extremely dissatisfied to 10=extremely
satisfied], the performance gap between AAA and the industry average tends to
shrink ―and that AAA’s relative standing/percentile tends to significantly
decrease.
• Charts 4, 5, 6, 7, 8: AAA’s brand is performing better than the industry
average across all dimensions and attributes. Motivation & Adoption are
(interchangeably) the 2 dimensions w/ the highest ranks — being factual
for AAA/other brands. Likewise, Interactivity has equal rank/importance
for both. The main discrepancies are however at the level of the
remaining two dimensions: Content & Navigation. For AAA’s brand
(other brands), the former ranks 5th (3rd) while the latter comes in 3rd (5th)
position. This sheds light on the fact that AAA should (conceivably) focus
more on enriching its website content i.e. depth and relevancy (referring
to content engagement and development) —rather than (exclusively) on
improving the latter's design and functionality. To say finally that user
experience and satisfaction (≈searching and buying behavior) are both
considerably driven by web content.
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INTRODUCTION ANALYSIS SUMMARY
ANALYSIS
5. Comments upon charts/graphs (Cont.)
VISUALS
• Charts 5, 9, 10: The main weakness of AAA’s brand has nothing to do
with user retention and/or loyalty (w/ a pointedly high net promoter
score or adoption rate for AAA’s brand) ―yet with user acquisition and
attraction (i.e. how to attract new ones?). With only 13% first-timers
(relative to 45% for the industry), AAA’s user base is very trivial, and so,
even though the brand’s repeat rate is significantly high, this won’t likely
have but a minimal impact on the brand’s performance and efficiency in
general. That said, AAA should work on promoting its brand/e-
commerce platform to drive traffic to it and as a result expand its user
base further.
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INTRODUCTION ANALYSIS SUMMARY
SUMMARY
6. Recommendations
VISUALS
Website Design &
Functionality
(↗Ease of use)
Content Development
(↗Engagement)
Security &
Trustworthiness
(↗Motivation)
Website Promotion &
Traffic
(↗User Base)
User Satisfaction
(Ultimate UX)
Retention & Referral
(↗Loyalty)
AAA’s Brand
