Why Website Feedback Matters to Your Digital Experience
“Digital analytics cannot, no matter how much you torture the data, tell you WHY something happened.”
– Avinash Kaushik (Occam’s Razor)
Google Analytics can tell you a lot – where visitors enter your site, which pages they frequent the most, how long they stay on your site – but what it can’t tell you is the why behind all of that data. And without knowing the why, you can’t know other important information like who your customers are, their reasons for visiting your site, or what their experience was like and whether they’re planning to return. Without knowing the why behind your customers’ decisions, you can’t track and influence customer behavior on your website. That’s where website feedback comes in. A website feedback tool fills in the gaps of left by your analytics platform, helping you know more about your customers and understand why they visit your site, click on certain pages, or leave before making a purchase.
Step One: Identify Key Moments
According to Eelan Media, 68 percent of customers leave a website because they feel that the company is indifferent to them. In light of this, a critical part of website feedback is understanding what the key moments are for your customers and when you need to engage them to keep them on your site. For a retail company, that key moment of engagement may occur within five seconds of a customer landing on a product page. A media company may want to focus on engaging site visitors at the end of an article or video where customers see other suggested media. Each organization’s key moments will be different because each organization’s site visitors are different, but this fact remains the same across all industries: if you can engage your customers where it matters most, you can drastically improve site conversion and create customers who keep coming back.
Step 2: Target Customers at the Right Time
Hitting site visitors with a feedback request the second they hit your site causes annoyance and drop off. Instead, give customers a chance to engage with your site before you target them – this gives you the opportunity to track what they do on your site and allows you to build rich profiles based on their behavior each time they visit.
In addition to targeting the right people, you want to be sure you’re targeting efficiently. Instead of asking the visitors the same questions over and over, behavioral- and profile-based targeting allows you to engage a customer or a customer segment at critical moments. For example, you may choose to intercept a visitor who has been idle on a page for 30 seconds and ask if they need help finding a particular item. Or, you may choose to intercept frequent return visitors with special offers if they choose to shop in-store. This kind flexibility is essential for site owners to capture segment-specific insights and meet the needs of each customer segment.
Step 3: Focus on changing behavior and improving your digital experience
It is not enough to simply capture the voice of your customer, you must use that information to immediately improve their experience. Once your organization identifies the key moments when you should be engaging with your visitors, you’ll need to decide how to target and engage them so you can begin collecting feedback. From there, incorporate the feedback you receive to adjust your digital strategy so your site visitors will have more positive experiences with you. Your success metrics in this area should include both engagement and business outcome metrics.
Website feedback and analytics can work powerfully together to help you make big impacts on your digital experience and site conversion. Engaging site visitors at the right moment equips you with insights that help you automate your response process and improve your customers’ experience. By knowing your customers and their pain points you can adapt your products and your services to deliver more value, and in turn, increase sales and ROI.
Ready to get started? Save your seat for our upcoming webinar “How World-Class Companies Measure & Optimize the Digital Experience” on Thursday, January 14.