Understanding The User Experience

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Understanding The User Experience Getting real
time feedback from actual web site visitors Guy
Vadish Vice President, iPerceptions Inc. July
13, 2004
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Why understand the user experience?

• 58 of marketing execs in North America cannot
  transform their
  customer data and research into usable
  insights
  Forrester Research
• 53 of marketing execs do not have an
  integrated view of their customers
  
• 
  Accenture Research
• 65 of all online consumers bail out of a
  transaction and abandon a shopping cart before
  the transaction is completed
  Boston Consulting Group

If you dont listen to and understand your
customer, you cant respond to the needs
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Understanding the user experience

• The New Paradigm
• Web site users are in control
• Treat them right and theyll return
• Deliver less than the best and
• They may never come back

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The art of listening

• Listen to them
• Do it scientifically
• Act on what they say

Benchmark, track, repeat
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Measuring the user experience key issues

• Who is coming to your site?
• Why are they there?
• Did they achieve their objectives?
• If not, what prevented them from achieving those
  objectives?
• What elements of the site contributed to a
  positive visit?
• Will your customers return?

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The information you need to know
Who is coming to the site

• Demographics age, gender, income, occupation
  etc.
• Stage in buying cycle
• Relationship to the organization

Why are they there

• Transact
• Get information/research
• Obtain customer service

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The information you need to know
Did they achieve their objective

• Found what they were looking for
• Completed their tasks or transaction
• Liked what they saw the experience

What deterred them from reaching their objective

• Lack of information
• Poor customer support
• Usability

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The information you need to know
What contributed to a positive experience

• Features and tools
• Content/navigation
• Customer support

What will keep them coming back

• Positive brand experience
• User empowered and in control
• An overall satisfactory experience

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How to get this information
Behavioral metrics click stream/log analysis

• Tell you what people are doing
• What pages they visited
• Where they entered and left the site
• How long they spend
• Path through the site

Attitudinal metrics customer feedback,
questionnaires

• Tell you why
• Identifies the issues that matter most to your
  customers
• Understand what aspects of the site impact
  satisfaction
• Identifies what brings them back and keeps them
  loyal

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The whole picture
Behavioral data indicates where problems might
exist Attitudinal analytics reveal why there is
a problem and suggested solutions. Once the
whys are assessed changes are made so there is
a need to repeat the process. Weigh the new
analytics figures against the old baseline to see
if those changes actually did improve
performance. The surest measure of
effectiveness attitudinal and behavioral metrics
working together.
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Use science - attitudinal metrics
NAVIGATION Can you locate what you are looking
for?
CONTENT Does the site have
the content you want?
MOTIVATION Does the site successfully anticipate
your needs?
INTERACTIVITY Does the site
offer features that allow you to interact with it
the way you want?
ADOPTION Will you make repeat visits and
eventually develop loyalty?
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Case study
Attitudinal analytics has made a significant
contribution to helping the Savoy Group focus its
online presence and end-user experience. Without
this feedback our online marketing strategy
moving forward would have been at a serious
disadvantage - online marketers need to know
exactly what their customers think and need,
otherwise its a guessing game which is too
expensive a risk to take in todays market
Eliot Damen Savoy Group Hotels
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Case study

• Background
• Went online in 1999
• In 2002 they realized their site was simply
  brochureware
• Wanted site to harness revenue potential of the
  web increase
• Wanted to ensure key target customer groups were
  well served

• Solution
• Undertook extensive web analytics program in
  2003 primarily attitudinal
• Looked at who their users were, what they
  wanted, what they liked/disliked
• What were the key pain points in making online
  reservations
• What they needed to do to keep customers coming
  back

• Benefits
• Analysis resulted in fundamental change to web
  strategy
• New features added others revised others
  deleted
• Traffic increased from 15,000 unique users per
  month to 100,000 and growing
• Web accounted for 1 of sales up to 2002 Now
  accounts for 20 of sales

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The final word

• Understanding your customers experience
• What are their expectations
• What are they trying to do
• Was their visit successful
• What features are they using
• What information are they seeking
• Are they satisfied
• Will they return

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Thank you
New York London Montreal - Toronto
Guy Vadish Vice President guy_at_iperceptions.com
877.796.3600 www.iperceptions.com