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How to Measure Customer Satisfaction with Web Analytics

enge-eric
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People tend to think of Web analytics tools as applications that provide them with numbers like unique visitors and page views. More advanced analytics users begin to segment their visitors. A somewhat broader view might then expand to thinking of Web analytics as the practice of analyzing log file data.

We need to consider the world of Web analytics to be much larger than that. Today, Web analytics can include measuring more advanced metrics like engagement, or even customer satisfaction. New York-based iPerceptions offers one such tool.

Background First

One of the major tenets of Web analytics is to gain insight into your Web site visitors. This is why the leading pundits always talk about the power of segmentation. Segmentation can be used to break your visitors into various groups, or "segments," and separately analyze the behavior of each group.

Another major area of interest today is that of landing page optimization, or site optimization. This is the practice of conducting A/B tests or multivariate tests to find which version, or versions, of your Web page brings the best results.

But what about customer satisfaction with your Web site? Wouldn't that data be incredibly valuable?

Survey Your Customers

Traditional marketers know the power of surveying their customers. People are willing to share their opinions with you. You can get this type of data simply by asking for it.

Web marketers haven't had easy access to this data in the past. For one thing, the big fear is that a survey is highly intrusive to the Web visitor. You don't want to interfere with the average Web visitor with their ultra-short attention spans.

iPerceptions offers a minimally intrusive way to survey the visitor. Their solution starts by asking the users at the beginning of their visit to your Web site if they're willing to answer four quick questions.

Once the user agrees, they're brought to your Web site, and are off to the races. Overall, this process should take nothing more than a few seconds.

If the user clicks the Yes button, behind the scenes, another browser window containing the survey opens. The user doesn't need to deal with it if they don't want to. But a lot of people will, which creates a great opportunity to collect data on the customer's satisfaction level with their visit to the site.

Cost? What Cost?

Last month, iPerceptions launched a new program that allows you to implement a four-question survey at no charge. The program, which was jointly designed with analytics consultant Avinash Kaushik, is called 4Q.

According to Michael Whitehouse at iPerceptions, there have been more than 800 signups for the program. The program takes minutes to setup, and several hundred people have implemented the surveys and are collecting data.

The 4Q program allows you to ask four very important questions:

  1. Based on today's visit, how would you rate your site experience overall?
  2. Which of the following best describes the primary purpose of your visit?
  3. Were you able to complete the purpose of your visit today?
  4. If not, why not? If yes, what did they like best about the visit to your site?

This is great hardcore data direct from your Web site visitors. They're telling you about their experience with your Web site.

Of course, many companies will want to implement surveys that ask different questions. iPerceptions helps such companies put together custom survey solutions to collect other types of data.

Implications

Imagine the power of performing A/B or multivariate tests combined with this type of survey data. In this mode you could actually measure the customer satisfaction levels of visitors to your site.

Of course, you'll still want to measure the more traditional factors, such as conversions, in such A/B testing scenarios. But conversions only tell you a part of the story. In a world where more Web transactions require multiple site visits, a measurement of satisfaction can tell you the likelihood of a visitor coming back to your site when they're ready to buy.


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