Online User Experience Research
Every site fails some segment of its visitors at some point. The fastest, most productive route to site and conversion improvement begins with identifying failed visits, making visible the root cause of visit failure, and then implementing fixes that eliminate the causes of visit failure at their root. We help web sites do this better than anyone else in the industry.
Here are examples of what we uncover, how we uncover it, and how it impacts site performance.
Global brand's e-commerce site: Female visitors to the site reported failed visits because they couldn't shop in their preferred mode -- by outfit. We uncovered this when we isolated every visitor who utilized the site's search function, then cross-tabbed that segment against their visit success scores and demographics. Females fared significantly worse than males. Cross tabbing these failed female searchers with their open-text feedback, we found that they wanted to be able to shop by outfits -- pre-assembled and also self-assembled. The site allowed them to shop only by individual product. The site took the findings and recommendations and built a very slick, outfit-centered shopping option, which immediately raised average order value, as well as success, satisfaction, return, and recommend metrics.
How can we gain this depth of behavioral-demographic-metric-attitudinal insight? Here's how.
- Our patented WebIQ® survey technology captures a site visitor's survey responses and their clickstream behavior as an integrated record.
- Our patented analysis software exploits this rich, full-context visitor data to provide unmatched visibility into the root cause of visit failure.
- Visitor feedback on the site experience, how that experiences matches up with that of your competitors, and our analysts' broad and deep usability expertise then provide a list of prioritized, actionable recommendations within our world-class analysis framework.
We call this user experience program Attitudinal Analytics®. It works as the answer-providing sibling to your web analytics application. Web analytics data gives you clear evidence of what's happening on your site but all too little insight into why visitors fail, who those visitors are, how that failure impacts their relationship with your site and brand, and what to do about it. Attitudinal Analytics answers fully the questions raised by your web analytics data. Because our WebIQ survey technology captures the respondent's clickstream data, we can identify those visitors who mirror the problem or behavior revealed in your web analytics data and ask contextual or conditional questions only of those visitors and relevant to the specific issue. That's how we achieve unmatched visibility into causality.
When should WebIQ-powered Online User Experience Research be Used?
- Any time you need to answer questions raised by not answered by your web analytics data
- Any time you see conversion problems or abandonment behavior
- Any time you are preparing for a site redesign or major upgrade
- Any time you want to minimize the risk of building inaccurate personas
- Any time you realize that visit success (based on visit intent) is the only user experience metric on which you need to focus
- Any time you begin to lose ground to your competition
- Any time you cannot reach consensus internally about the best strategy for your website
- Any time you want to leverage the voice of the customer in your continuous improvement process
Contact Us for more information or to schedule a demonstration of our Online User Experience Research capabilities.
