How to Measure & Optimize the Digital Customer Experience
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The document outlines strategies for measuring and optimizing website customer experience, focusing on feedback collection at various stages of the visitor journey. Usability Sciences, a user experience research firm, emphasizes the importance of actionable insights derived from extensive research to improve conversion rates across different industries. Key topics include understanding user needs, improving site navigation, addressing barriers to conversion, and leveraging technology to enhance visitor interactions.
How to Measure & Optimize the Digital Customer Experience
- 1. How to measure and optimize the website customer experience SM
- 2. How to measure and optimize the website customer experience SM Introduction Discussion Q&A
- 3. Brands & Organizations 8.1K+ of the top 100 business schools 99 Users 2.3M+ Used In Countries 75+ The World’s Leading Insight Platform PROVO / USA DUBLIN / IRL SYDNEY / AUS SEATTLE / USA
- 4. Measuring & Op.mizing the Digital Experience Unsolicited feedback during website experience Targeted feedback during website experience Targeted feedback before/aAer website experience
- 5. Company Overview Usability Sciences is a full service user experience and usability research company focused on helping companies drive website conversion and continuous improvement of the customer experience. • Experience: 25+ years experience — across all industries and technologies — of helping our clients succeed, including over 15 years of conducting site intercept research • Portfolio: Comprehensive and diverse user experience research portfolio catering to every stage of the development life- cycle of websites or software products • Recommendations: Deliver actionable insights that improve the user experience • Relevance: Over 200 research projects conducted annually for 100+ clients • Resources: State of the art in-house user experience research labs • Technologies: Ability to capture customer feedback anytime, anywhere • Quality control: In-house participant panel and recruiting team for lab-based, qualitative research • Reach: Partner network — interactive agencies, international research facilities, online research technologies (e.g., Qualtrics), etc. • Thought leadership: Stewardship of Usability.com, a user experience knowledge resource Why clients choose Usability Sciences
- 6. Clients There’s a reason these brands chose to work with us – for years. Healthcare / Pharma Retail / e-Commerce Financial Services Hospitality / Travel Consumer Technology Industrial / Energy Recruiting / Media Digital Agencies
- 7. 1 2 3 4 5 6 7 Ques.ons that Plot the Visitor’s Journey (through your website) Is this the right place to meet my par1cular need? Is it easy to find what I am looking for? Does it have all the informa1on I need to make a decision? Do any of the site’s policies turn me off? Once I’ve decided to buy, can I conclude the transac1on quickly and securely? Does the experience work efficiently whatever device I am using? Is this s1ll the best op1on available to me? Moments of Truth …
- 8. MISSION FINDABILITY DECISION-‐MAKING POLICY TRANSACTION TECHNOLOGY COMPETITION 1 2 3 4 5 6 7 The Visitor Journey Provides an Analy.cal Framework Is this the right place to meet my par1cular need? Is it easy to find what I am looking for? Does it have all the informa1on I need to make a decision? Do any of the site’s policies turn me off? Once I’ve decided to buy, can I conclude the transac1on quickly and securely? Does the experience work efficiently whatever device I am using? Is this s1ll the best op1on available to me?
- 9. MISSION FINDABILITY DECISION-‐MAKING POLICY TRANSACTION TECHNOLOGY COMPETITION Are we aZrac.ng the right kind of visitors and how effec.vely can they achieve their purpose? How easily can visitors find what they are looking for? How efficiently can visitors reach their own level of cer.tude? How much fric.on do the site’s policies introduce into visitors’ decisions? How simply can visitors complete their transac.ons? How does the technology op.mize the visitor experience on and across pla_orms? How does the site help create compe..ve advantage for the brand? 1 2 3 4 5 6 7 Business Ques.ons Derived from the Analy.cal Framework Is this the right place to meet my par1cular need? Is it easy to find what I am looking for? Does it have all the informa1on I need to make a decision? Do any of the site’s policies turn me off? Once I’ve decided to buy, can I conclude the transac1on quickly and securely? Does the experience work efficiently whatever device I am using? Is this s1ll the best op1on available to me?
- 10. MISSION FINDABILITY DECISION-‐MAKING POLICY TRANSACTION TECHNOLOGY COMPETITION Are we aZrac.ng the right kind of visitors and how effec.vely can they achieve their purpose? How easily can visitors find what they are looking for? How efficiently can visitors reach their own level of cer.tude? How much fric.on do the site’s policies introduce into visitors’ decisions? How simply can visitors complete their transac.ons? How does the technology op.mize the visitor experience on and across pla_orms? How does the site help create compe..ve advantage for the brand? 1 2 3 4 5 6 7 Website Experience: Analy.cal Framework
- 11. Short set of questions upon entering the site (e.g., who’s coming, why are they coming) Visitor navigates the site Short set of questions on exit (custom-generated by the visitor’s unique journey through the site) 1 2 3 How does it work?
- 12. Are we aZrac.ng the right kind of visitors? How effec.vely can they achieve their purpose in coming? How does the experience impact visitors’ view of (or rela.onship with) the brand? v Who are you (demogs)? Business Ques)ons Survey Ques)ons (blue asked on entry, green asked on exit) v What is the primary reason for your visit? v You told us you came to the site today in order to <piped intent>. How successful were you? followed by: v Please help us understand why your visit was <successful or unsuccessful>. v Based on your previous experience with our brand, please rate your level of trust in the brand? v Based on today’s visit, please indicate your level of trust. followed by: v Please help us understand why your level of trust <rose or fell> as a result of this visit.
- 13. How easily can visitors find the products/informa.on they seek? How effec.ve is our site search? How closely does our taxonomy match the way our visitors view our products/informa.on? v How easy was it to find the products/informa.on that interest you? followed by: Please help us understand why you had difficulty finding what you need. Business Ques)ons Survey Ques)ons (blue asked on entry, green asked on exit, red based on behavior) v Visitor visited one or more product categories/ content areas: We saw that you visited <content area>. How did our way of labeling and grouping products match the way you would describe these categories? followed by: Please give us an example of how your view differs from our labels or grouping. v Visitor used site search one or more .mes: We saw that you ini.ally searched for <1st search term>. How relevant to your need were the search results we provided? followed by: Please help us understand why the results did not meet your need.
- 14. How efficiently can visitors reach their own level of cer.tude? How effec.ve do visitors find the various features and func.ons we provide them as decision-‐making tools? Who do our visitors involve in their decision-‐making? v Visitor viewed one or more products but did not add any of them to their cart. Please rate the completeness of the informa.on for the product pages you viewed followed by: v Please help us understand what addi.onal informa.on or tools you would like to see on the product page. Business Ques)ons Survey Ques)ons (blue asked on entry, green asked on exit, red based on behavior) v Visitor u.lized a <sharing or social media link>. Do you typically share a product with your social media friends before or aAer you make a purchase decision? followed by: v With whom are you most likely to share these decisions? v Visitor u.lized a <product-‐related func.on/ feature>. Please rate the usefulness of the <> func.on. followed by: v Please help us understand how the <func.on> could be improved to beZer meet your needs.
- 15. Which, if any, of our policies create a barrier to conversion? How can we posi.on our policies to greatest effect? How do our policies compare with those of our primary compe.tors Business Ques)ons Survey Ques)ons (blue asked on entry, green asked on exit, red based on behavior) v Visitor viewed a policy and leA site or abandoned cart/ check-‐out . Please rate the degree to which our policies affect your decision to buy from our site. followed by: v Please help us understand why you answered this way. v Within the context of survey ques.ons about compe.tors: Please provide one example of a compe.tor’s policy (shipping, returns, price guarantee, etc.) that has been the deciding factor in your buying from them? followed by: v Why do you find this policy compelling? v Visitor clicked through to a specific policy. To what extent does our <low cost guarantee> make you more likely to buy from us. followed by: v Please help us understand why you answered that way.
- 16. How simple and secure is it for our visitors to complete a transac.on? Business Ques)ons Survey Ques)ons (blue asked on entry, green asked on exit, red based on behavior) v Visitor put item(s) in cart but did not enter checkout. Please rate the usability of our shopping cart func.on. followed by: v Please help us understand what gave you a problem. v Visitor entered but did not complete the checkout process. Ques.on dictated by point of abandonment. Please rate the simplicity of our checkout process. Please rate your confidence in the security of our checkout process. followed by: v Please help us understand why you started but did not complete the checkout process.
- 17. To what extent does our technology provide the op.mal visitor experience on any type of device? Business Ques)ons Survey Ques)ons (blue asked on entry, green asked on exit, red based on behavior) v List of performance characteris.cs differs by visitor’s device: How would you rate the following aspects of the site/ mobile site/ app experience: v A v B v C, etc. followed by: v Please help us understand how these performance problems affected your visit.
- 18. How does the visitor experience on our site compare to those of our compe.tors? How can we use our site(s) to create a sustainable compe..ve advantage? Business Ques)ons Survey Ques)ons (blue asked on entry, green asked on exit, red based on behavior) v With which of these compe.tors’ sites are most familiar? v Based on your experience with us today, how would you compare our site with that of <compe.tor selected from entry ques.on>? followed by: v Please help us understand why rated <compe.tor or our site> beZer than <our site or compe.tor>. v If you could change one thing about our site that would make it your default shopping des.na.on (for our type of products) what would it be?
- 19. MISSION FINDABILITY DECISION-‐MAKING POLICY TRANSACTION TECHNOLOGY COMPETITION 1 2 3 4 5 6 7 PRIORITIES Immediate (simpler, faster, = technology) #1 #2 #3 #4
- 20. MISSION FINDABILITY DECISION-‐MAKING POLICY TRANSACTION TECHNOLOGY COMPETITION 1 2 3 4 5 6 7 PRIORITIES Immediate Longer Term (simpler, faster, = technology) (strategic, complex, technology-‐driven) #1 #2 #3 #4 #1 #2 #4 #3
- 21. MISSION FINDABILITY DECISION-‐MAKING POLICY TRANSACTION TECHNOLOGY COMPETITION 1 2 3 4 5 6 7 1. Frame the moments of truth as customer ques.ons. 2. Use the ques.ons as the spine of your analy.cal framework. 3. Use sophis.cated survey technology to get as close as possible to your customers’ moments of truth. 4. Exploit the survey technology to ask more relevant, contextually-‐triggered ques.ons. … because … 5. The beZer the ques.ons, the beZer the insights. Takeaways
- 22. Q&A
- 23. END