1. 9
VOICE
JUNE
OF THE
CUSTOMER ! VISITOR !
PRESENTED BY MATTHEW NIEDERBERGER
2. "Be afraid of our customers, because
those are the folks who have the
money.
Our competitors are never going to send
us money.” Jeff Bezos
3. I know
what my
WHY? visitors
RESTRAIN THE HIPPO want!
4. Let
me check
my crystal
AGAIN, WHY? ball.
INTUITION CAN FAIL YOU
5. What
would you
do?
SERIOUSLY, WHY?
VISITORS PAY YOU
6. I’m
ready to
listen!
EXACTLY!
DIRECT DATA IS PRICELESS
7. INTERPRETATION INDIRECT DATA DIRECT DATA INTERPRETATION
By Researcher/Analyst Web Analytics Voice of the Customer Not Required
A/B Testing Heuristic Research
Web Performance Lab User Testing
Task Based Testing
"Information that is lacking often invites competing interpretations."
"The Drunkard's Walk: How Randomness Rules Our Lives" by Leonard Mlodinow
8. WHY GIVE
FEEDBACK?
FOR THOSE MOMENTS
WHEN YOU NEED TO VENT
GOAL:
BUY
GROCERIES
9. WHO STILL DOES
IT OFFLINE?
CONVENIENCE INCREASES RESPONSE
14. "Zappos under promises & over delivers.
Ordered a pair of shoes & had to
change the order.
Phone person silently added overnight
shipping.”
Joshua Porter
15. ...but sometimes
people are never heard!
SOMETHING TO SAY
EVERYONE CAN AND WANTS TO..
16. “Read my lips,
no new taxes!”
PEOPLE ARE PEOPLE
ATTITUDE RARELY MATCHES BEHAVIOR
PEOPLE
DON’T
ALWAYS DO
WHAT THEY
SAY!
17. ISN’T THERE
I KNOW WHERE ANOTHER PROJECT I
YOU LIVE! CAN WORK ON?
LISTEN TO ME!
DON’T LISTEN TO
ALWAYS LISTEN NO, TO ME!
THEM, YOU
ROCK!
BUT LEARN HOW TO FILTER
18. Surveys
Feedback
CHOOSE A SOURCE Social Media What
VALUE IS IN THE CONTEXT
are they
saying?
Blogs
Review Sites
Forums
19. SURVEYS FEEDBACK
✓Complete visit ✓Per page
GOAL DEFINES TOOL ✓Often post visit ✓During visit
WHAT BEST SUITS YOUR NEEDS? ✓Your questions ✓Visitor determins subject
✓Multiple questions ✓Often single questions
Gives complete picture Good for localizing issues
20. SURVEYS FEEDBACK
APPLES vs. PEARS iPerceptions (4Q)
ForSee Results
SurveyMonkey
Kampyle
KISSinsights
Feedbackify
STAY FOCUSED ON YOUR GOAL
SurveyGizmo
Google Spreadsheets
FEEDBACK (Community)
GetSatisfaction
UserVoice
21. 1 DETERMINE ‘WHAT’
Determine what you want to find out from your visitors. Set
that as a goals and stick to it for the duration of your test.
WHICH APPROACH?
2 DECIDE ‘HOW’
Choose a Survey or Feedback approach. Also, make sure that
you have the resources to take actions on the outcomes.
IT DEPENDS
3 RESEARCH RELEVANT TOOLS
Talk to IT and discuss what is possible as far as technology
on the site is concerned. Find out if the selected tool will
allow you to research what you need to reach your goal.
4 IMPLEMENT & DEPLOY
Implement the tool correctly, test and then deploy it. Monitor
results to guarantee that the tool does not affect visitors and
that you are getting the data you need.
22. “As long as you follow the same
sources as everybody else you will think
and do the same as everybody else.
What you have to do is go out there
and find the secrets.”
Lizzie Finn
23. 1 62 %
4Q Suite 38 %
4 Satisfaction overall %
THOMAS COOK QUESTIONS 53 %
A LOOK BEHIND THE SCENES 47 %
43% Task completion overall %
COMPLETION RATIO 12 %
10% 25 %
57 %
OF VISITORS Purpose of visit overall %
(GREEN = BOOK A HOLIDAY)
24. Searchers
Homecomers Comparers
TRAVEL CYCLE Type
A TRAVELLER’S LIFECYCLE Visitor
Bookers
Holiday Goers
Post Bookers
26. Comparers
VISITOR’S PURPOSE Purpose
PREPARE YOURSELF Searchers of Visit Bookers
Post Booking Contact Seekers General Contact Seekers
27. MARCH 2011 31% GOAL: COMPARE PRICES
70
Lastminute
May-holiday TAKE
62
Searchers ACTION
57
54
Identify Trends 53 51 Lastminute
May-holiday
Comparers
CONVEY THE RIGHT MARKETING
35 31
MESSAGE AT THE RIGHT TIME 26 26
21
18 13
10 11 12
0
Sea Co Bo
rch mp ok
e are ers
rs rs
January 2011 February 2011 March 2011 April 2011
28. WERE YOU ABLE TO...
THE GOAL IS ONLY HALF THE STORY
...find what you were looking for?
...compare holiday prices?
...book the holiday you wanted?
...find our contact details?
...have your question answered?
29. PRICING ISSUES
IN MARCH -20% VISITORS WHO COULD
SUCCESFULLY BOOK
THEIR HOLIDAY -€€
80
COMPARING TASKS 60
MONITORING YOUR VISITORS’ SUCCESS
40
EFFECTS
PRICING
ARE ALWAYS
20 PROBLEMS
AROSE
TANGIBLE
0
Jan Feb Ma Ap Ma
uar ruar rch ril y
y y
Search Compare Book
33. SLOW LOADING PAGES
DIFFICULT NAVIGATION 53% OF ALL
PROBLEMS
GOLDEN
OPPORTUNITIES
30 28
25
CATEGORISE 23
VISITOR DETERMINES WHAT MATTERS 16
15
15
8
8
4 4
0
Per Na Fo On Pri Av Info
for vig rm -sit cing ai lab rm
m atio s es ility atio
anc n ear n
e ch
Complaint
34. 37 %
13 %
SENTIMENT 3 %
4 %
DIVING INTO THE
OCEAN OF EMOTIONS 43 %
Very Positive
Positive
Neutral
Negative
Very Negative
35. VERY NEGATIVE + TECHNICAL PROBLEMS
•IRRITATION - visitor cannot reach goal
CORRELATE •TRUST - brand damage
EMOTIONS WITH PROBLEMS •SELF CONFIDENCE - feels bad about not being able
CUTE
KITTENS
WON’T
HELP
39. 13%
13.00% 12%
11%
Percentage bookers of all visitors
10%
SEGMENT VISITORS 6.50%
SEEK OUT BASED ON INTENTION
0%
Jan Feb Ma Ap
uar ruar rch ril
y y
40. “TRUE INTENT CONVERSION RATE”
total # orders
total # visitors
TRUE INTENTION or
HOW MUCH ARE YOU REALLY LOSING?
total # orders
total # visitors
with an intention
to book a holiday
41. Total # of visitors 200.000
Total # of bookings (orders) 9.000
Average Order Value €1.000
Conversion Rate 0.45%
SHOCK & AWE Total # of visitors with intent to book 24.000
GO AFTER THE BIG KAHUNA Total # of bookings (orders) 9.000
Average Order Value €1.000
True Intent Conversion Rate 37,5%
$1.500.000 62,5% of visitors who had the intention to book
in DID NOT BOOK A HOLIDAY!
opportunities
