1. MetrixLab’s solution
Digital Performance Monitor (DPM)
One of the leading energy companies in Spain wanted to increase its knowledge of
its corporate website and Facebook fanpage in order to meet visitor expectations
and consequently improve satisfaction. Specifically they wanted to gain insight
into:
- Profile of the visitors/fans
- Aim of the website visit/becoming a fan
- Satisfaction, goal achievements and recommendations
- Evaluation of the experience and brand impact.
We ran a Digital Performance Monitor, which gathers
both qualitative and quantitative data from visitors of
the website and Facebook fans. On-site recruitment via a
pop-up banner invitation was used for the entry/exit
questionnaire on the website.
Results
Gained deep knowledge
The research showed that most of the website and fanpage visitors are current
customers of our client. Their main goal is to try to access their invoice and
personal area.
While the design and layout of the website are strengths worth maintaining to
ensure satisfaction with the visit, the quality and adequacy of the content are
relevant areas of improvement.
The profile of the Facebook fans is closer linked to technology and social media
than the website visitors’. Website users are more traditional compared to
Facebook fans. Satisfaction with the fanpage is high, and the more interaction
with it, the better the brand image and impact. Quality and providing relevant
content are the main areas of improvement.
2014
Energy
Digital Performance Monitor
Achieve your goal!
Uniqueness
Our Digital Performance Monitor is a unique solution to ensure deep
knowledge of the expectations of your website visitors and Facebook fans,
ensuring these are met and building fidelity through the optimisation of
these touchpoints.
Client objective
To understand visitors’ usage and expectations of the corporate website and
Facebook fanpage, as well as to evaluate the results of the website visit and the
brand impact of the fanpage.
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Driving Action
Based on MetrixLab’s research, the brand has a deep and clear understanding of the
drivers and barriers that website users and Facebook fans are facing when interacting
with these touchpoints. Potential risks and main benefits are identified for taking
effective corrective actions and ensuring the maintenance of strengths. We also
identified specific areas to focus on in order to achieve a closer relationship with
customers.
Based on the research and recommendations, our client re-planned and optimised its
digital strategy together with the digital agency.
Invitation Pop-Up served
4 languages
(English, Spanish,
Catalan, Galician)
Acceptance of invitation
to participate in the
survey and language
selection
Entry questionnaire
(6 questions)
Natural navigation through the .com
Exit questionnaire
(8 questions + Sociodemo's)