does your website suck
DESCRIPTION
Does your website suck? The best way to find out is to ask your visitors. Presented by iPerceptions at the 2009 OMS seminar in San DiegoTRANSCRIPT
Does Your Website Suck? Let Your Visitors Guide The Way
Michael Whitehouse – Senior Marketing Analyst
Who are we? (No boos, please!)
• Free website survey for SMBs, co-developed by Avinash Kaushik
• Four questions no site owner should be without
• Visitor-sourced data from December 2008
• 50,000 4Q survey respondents pulled from close to a thousand actively running studies
• Powerful VOC surveys, measuring all aspects of the user experience
• 5 million actual website visitors
• Over 700 projects for Fortune 2000 companies
• Helping to build a better web since 2000 www.iperceptions.com
4Q.iperceptions.com
The User Experience
There is no magic formula
But there are many winning formulas
Provided you know your audience
Knowing Your Audience
Using the right tools
A Great User Experience Pays Off
Visitors who report great user experiences are:
• Twice as likely to return to the site
• Four times as likely to report enhanced brand opinion
• Four times as likely to report higher future likelihood to purchase
Watching without listening
Watching without listening
Is this our visitor?
Watching without listening
Listen to Know
Who is here?Why are they here?
How am I doing?What do I need to fix?
Segmentation:What makes the web different from other media
Start with the basics
Then mix in visitor intent
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
Use metrics to measure outcomes
Conversion isn’t always about $
Average website in North America converts at 2-3%
This is what they should obsess
about.
This is what they obsess about.
Average website in North America converts at 2-3%
Behavioral Analytics
Voice of Customer Analytics
Conversion isn’t always about $
Average website in North America converts at 2-3%
Conversion
Task Completion
Conversion isn’t always about $
Verbatims = golden nuggets!
Your search results are misleading.
I can’t find links to the support page!
Update your product news ticker.
More than feedback alone
“NEEDBIGGER PICS”
More than feedback alone
Is this our visitor?Or is this our visitor?
More than feedback alone
Let’s try that again…
Your search results are misleading.
I can’t find links to the support page!
Update your product news ticker.
Male,Aged 20-29,2-3 monthly visits
Female, Aged 40-49, First visit
Male,Aged 30-39,Visits weekly
Be systematic about the user experience
Listen Measure Test Change
Rinse and Repeat
User experience measurement is evolving
BehavioralData
Voice ofCustomer
Data layering
Some advice on surveys
Every survey is an interruption
1) Be unobtrusive
2) Be polite
3) Sample what you need
The State of the User Experience
Setting the Table
Source: http://www.comscore.com/press/release.asp?press=2658
Non-Travel (Retail) Spending
*Corresponding days based on corresponding shopping days (Oct 27 – Dec 18, 2007)
Times are tough
http://www.coremetrics.com/downloads/coremetrics-benchmark-industry-report-2008-12-us.pdf
Best Buy Memo
”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.”
Source: The Consumerist (http://consumerist.com/5084305best-buy-to-employees-survive-the-meltdown-by-making-customer-service-a-priority)
Your Site is Your Best Weapon
The Web businesses that will not only survive the downturn but come out ahead are those that will…
address customer confidence issuesthroughout their Web contact points.
Source: Forrester, Topic Overview: eBusiness and the Economy, November 14, 2008
TC by Industry
U.S. Retails Lagged Other Markets
Focus on US Retail - % Shares
Research / Learn (34%)
Buy (25%)
Price / Promo Shopping (15%)
Browse / Compare Products (8%)
FunnelActivities
Company Info (10%)
Profile management – 4%
Tech support – 3%Consume content – 1%
Post-Funnel Activities
FunnelActivities
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• Net out: More Brand Interactions!
US Retail – Task Completion
Research / Learn (74%)
Buy (56%)
Price / Promo Shopping (74%)
Browse / Compare Products (79%)
FunnelActivities
Company Info (85%)
Profile management – 72%
Tech support – 51%Consume content – 74%
Post-Funnel Activities
FunnelActivities
Post-Funnel Activities
What’s stopping buyers?
• 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!
Optimize for better Usability
Order cart
•“The shopping cart would not let me add anything to it. I tried to call your place of business and it was closed.”
•“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!”
•“Apparently I shop to slowly….the items in my cart kept disappearing if I wasn’t speedy!”
•“I wanted to purchase a pair of bike shoes, but there was no “Add to Cart” button/function.”
Didn’t find what I was looking for
• “Could not find the specific item I was looking for therefore I could not purchase.”
• “I didn’t find what I wanted. I was looking for something to give my 10 year old niece. I searched by age, gender, and interest. Nothing caught my eye.”
• “I was looking for a Prada perfume. I guess you just don’t carry it.”
• “I could not find the toy my daughter wanted. I had seen it in the catalogue we received at home.”
• “I was searching for a certain pair of boots that I purchased in a store. I wanted to buy a pair for my son but you don’t have them available online!”
• “You simply didn’t have anything for my son. I thought I could find the toys I had seen in your catalogue but I found nothing. I suppose I won’t be returning to the site again.”
The Advent of Social Shopping?
From Shop.org’s 9 E-Commerce Predictions for 2009:
2) Communal Conversion
“Retailers will investigate how to insert people and social connections into the buying process, illuminating and influencing the Black Hole Of Consideration.”
3) TWOM = Trusted Word of Mouth
“With new connective technologies, shoppers will now be able to see reviews, experiences, and critiques from people they actually know and trust.”
Source: http://blog.shop.org/2009/01/05/nine-e-commerce-predictions-for-2009/
The Advent of Social Shopping?
Wrapping up: Some takeaways
Times are tough and sites are feeling the pinch
Wrapping up: Some takeaways
Sites are struggling to convert would-be buyers
Wrapping up: Some takeaways
There is hope! Let your visitors guide the way
Wrapping up: Some takeaways
Two allies: segmentation and measurement
Wrapping up: Some takeaways
Be promiscuous and holistic
Thank you!