How world class companies optimize the digital experience
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Learn how the world's most innovative companies execute digital optimisation programs built on website / mobile feedback and customer engagement. Understand specific ways to increase loyalty, engagement and conversion across your digital assets.
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How world class companies optimize the digital experience
- 1. SM How world class companies optimise the digital experience Welcome
- 2. SM - Introduction - Digital optimisation – the building blocks - 6 simple strategies to succeed - Examples - Q&A
- 3. Matt Nelson Head of Growth: Digital Qualtrics
- 4. Your website is critical to CX
- 5. Source: Adobe 2014 Digital Marketing Optimization Survey
- 6. 6 ©2015QUALTRICSLLC. Qualtrics Analytics On-Page Analytics What + Why Capture the full picture of digital behavior “[Digital analytics] can not, no matter how much you torture the data, tell you WHY something happened.” - Avinash Kaushik (Occam’s Razor)
- 7. Best in Class Solutions allow for the following: Flexibility Offer customisable ways of capturing the voice of your site visitors Responsiveness Engage users immediately based on feedback to drive conversion Precision Target specific profiles exactly when you want with the questions you want Ease of Use Make changes without IT or vendor approval 7 ©2015QUALTRICSLLC.
- 9. Page-Level Feedback Surveys 9 ©2015QUALTRICSLLC. Key Goals & Elements • Find out what information is lacking on a page • Can be as simple as asking, “Was this page helpful?” • Can be incorporated directly with the right software and should appear as a seamless part of your page Areas of Impact • Page conversion (percentage of visitors who complete the objective of the page) • Website Conversion (percentage of visitors who complete the objective of the site)
- 11. 11 ©2015QUALTRICSLLC. 83% of consumers require some degree of customer support while making an online purchase. — eConsultancy
- 12. Help Surveys 12 ©2015QUALTRICSLLC. Key Goals & Elements • The equivalent of asking, “Are you finding what you need?” • Should be discreet and mimic the flow of an actual conversation • Capture critical information regarding individual experiences that you can use to drive conversion Areas of Impact • Site conversion (percentage of visitors who complete the objective of the site) • Converted business (dollar value of business that resulted from solutions offered during the survey) • NPS (net promoter score for site visitors)
- 13. 13 ©2015QUALTRICSLLC. 3. Site Exit Surveys
- 14. 14 ©2015QUALTRICSLLC. 70% of buying experiences are based on how the customer feels they are being treated. —McKinsey
- 15. Site Exit Surveys 15 ©2015QUALTRICSLLC. Key Goals & Elements • Lost traffic and sales are recoverable in many cases • Surveys can be triggered when a visitor’s behaviour suggests they are likely to abandon • Incentives like shipping coupons can be offered within the survey flow to increase conversion Areas of Impact • Site conversion (percentage of visitors who complete the objective of the site) • Converted business (dollar value of business that resulted from solutions offered during the survey)
- 17. 17 ©2015QUALTRICSLLC. 55% of customers would pay more for a better customer experience. —Invesp
- 18. Post-Transaction Surveys 18 ©2015QUALTRICSLLC. Key Goals & Elements • Find what you can do to improve the digital / buying experience and increase share of wallet (SOW) or repeat business • Focus on the top 2 to 5 questions that matter • Within the survey flow you can make specific offers to encourage additional purchases or loyalty Areas of Impact • Customer retention (percentage of renewing vs. non-renewing customers) • Cross-selling rate (percentage of purchases that include two or more products)
- 20. 80% of your company’s future revenue will come from 20% of your existing customers. Gartner
- 21. Profile-Building 21 ©2015QUALTRICSLLC. Key Goals & Elements • Fulfill the needs of each of your visitor segments by understanding their preferences • Surveys can ask why visitors are on the site or what they’re looking to find • You should be able to target specific profiles based on device type, gender, location, and other important criteria Areas of Impact • Promotion effectiveness rate (percentage increase in brand awareness your ad space provides to target segments) • Segment revenue growth (revenue growth for target segments)
- 23. 23 ©2015QUALTRICSLLC. 68% of visitors leave your site because they believe you are indifferent to them. —Eelan Media
- 24. Feedback Link 24 ©2015QUALTRICSLLC. Key Goals & Elements • Customers are able to provide feedback at any point with ease • Keep surveys short, just a few questions that customers actually care about • For some answers, you can offer an immediate solution within the survey flow • Give visitors an open form to express themselves Areas of Impact • Completion rate (number of completed surveys / number of initiated surveys) • Converted business (dollar value of business that resulted from solutions offered during the survey) • NPS (net promoter score for site visitors)
- 25. EASY SITE INTERCEPT FEELS EFFORTLESS 20X INCREASE IN RESPONSE RATES 13% INCREASE IN SITE CONVERSION RATES +8 points NPS GAIN “Before Site Intercept, we only sent 3 surveys per year because the process was so laborious. After Site Intercept, we quickly realized that gathering insights did not require an entire team of people like it did in the past.” “We were only seeing about 1,000 total annual responses from all our surveys sent worldwide to 225 countries. But with Site Intercept, we received 20X more responses in just 1 month and from just 2 countries!” “After we switched to Site Intercept, we were able to immediate take action on the data we were collecting.” “I can’t advocate for this product enough because it makes life easier for me and my team.” ©2015 QUALTRICS LLC. “SiteInterceptmakesme looklikearockstar.” SAP + QUALTRICS
- 26. Bankwest were experiencing a 19% site exit on their credit card online application form. Based on Qualtrics data, Bankwest redesigned the page to clearly show there was one more step to complete the form and reduced the exit rate by 48%. Bankwest implemented Qualtrics with Adobe Analytics integration to improve their digital customer experience and website conversion rates. Bankwest captures site feedback at many customer touch points across the website customer journey in order to make it easier to find key information and make digital experiences more effective, easy and enjoyable. Bankwest uses Site Intercept to launch pages in hours and with no IT support. Their website is constantly updated with optimal usability based on the needs of their website visitors which resulted in increased website conversion and revenues. “Qualtricsallowsustounderstandthe‘why’ behindwebsitevisitorbehaviour” BANKWEST + QUALTRICS Integration WITH ADOBE ANALYTICS 48% REDUCTION IN EXIT RATE Site feedback ACROSS THE DIGITAL CUSTOMER JOURNEY Conversion CHANGES MADE IN HOURS WITH NO IT SUPPORT
- 27. 40% FASTER RESPONSE TIMES 30% INCREASE IN CONVERSION RATES 10% INCREASE IN ENGAGEMENT RATES REVERSED NEGATIVE PRESS TRENDS AND GENERATED POSITIVE PRESS Qualtrics technology helped create faster and easier experiences for millions of healthcare seekers on the highest volume healthcare website in the world. Qualtrics collected website feedback from 130 million individuals using site-specific targeted surveys to make changes in real-time and dramatically improve site conversion. Better experiences translate to higher engagement and satisfaction which increased registration numbers. Press coverage for HealthCare.gov has virtually done a 180 from negative to positive – driven largely by the insights from Qualtrics solutions. ©2015 QUALTRICS LLC. 10MillionRegistrations MadeFastandEasybyQualtrics HEALHCARE.GOV + QUALTRICS
- 28. DEEPER AND MORE HOLISTIC AUDIENCE INSIGHTS 30% HIGHER SITE CONVERSION +10 Points INCREASE IN NPS Double Digit INCREASE IN BRAND AWARENESS “We collect a ton of data that provides us with consumer insights to help us better profile our audience on what they watch, when, how much they watch, which platforms they use, and why.” “Since advertisements are a primary source of revenue, we’re in a stronger position when our site conversion metrics beat competition.” “The NPS data provided by Qualtrics helps our product teams to understand what our consumers are currently thinking about our brand, the extent that they are willing to recommend us to others, and how we can improve our products for the future.” “Qualtrics insights have resulted in successful new product launches, increased revenue, and double digit increases in awareness, all of which help to position CBS Interactive competitively in the digital marketplace.” ©2015 QUALTRICS LLC. “Qualtricsdrovemillionsinadrevenue,and doubledigitincreasesinbrandawareness.” CBS INTERACTIVE + QUALTRICS
- 29. What do we want to learn from your customers?
- 30. SM Thank You!
- 31. SM Q&A
Notas del editor
- Welcome everyone and thank you for attending this mornings breakfast. My name is Bill McMurray and I am the Managing Director for Qualtrics Australia. I will be your facilitator today. The topic for today’s event is How to measure and optimise the digital customer experience. We believe this topic is very important to businesses today. Companies and organisations rarely realise how critical their website is to their customer experience. Your customer experience almost always begins online on your website. That is where customers form their first impressions on your brand and make actual purchase decisions. Existing customers are often funneled through the website, where they make a renewal decision. With this in mind, it is critical that you measure and optimise your digital experience!
- Companies and organizations rarely realize how critical their website is to their customer experience Your customer experience almost always begins online on your website. That is where customers form their first impressions on your brand and make actual purchase decisions. Existing customers are often funneled through the website, where they make a renewal decision. With this in mind, isn’t it critical that you measure and optimize your digital experience? Allow me to share some interesting research findings -
- OK – so how do top-tier companies and organizations measure and optimize the website experience?
- In our experience, Best in class digital Voice of Customer programs have at least 4 key characteristics: They offer.. Flexibility to ask only the questions you want, in a way that enhances your experience Ability to not only capture feedback but also to use that feedback to immediately improve the experience for individuals Ability to target specifically and only who you want, when you want A level of control and ease of use that allows you and your team to be free of any roadblock Where companies fall short in listening to their digital audience is typically when they employ a solution or strategy that misses at least one of these elements I’m not going to spend a lot of time digging into what doesn’t work; rather, I’m going to spend the balance of my time talking through 6 specific ways to engage online visitors, tips to consider, and the business impact each methodology can offer
- We have a very different philosophy at Qualtrics. We believe website experience solutions should allow for 4 key characteristics: Flexibility to ask only the questions you want, in a way that enhances your experience Ability to not only capture feedback but also to use that feedback to immediately improve the experience for individuals Ability to target who you want, when you want A level of control and ease of use that allows you and your team to be free of any roadblock With that in mind, allow me to share 6 specific ways to capture website feedback, that keep with these principles
- Industries: Consumer Goods, Company Size: Medium Type: B2B Use Cases: MR, CX Background: SAP is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. SAP is headquartered in Walldorf, Baden-Württemberg, with regional offices in 130 countries. The company has over 293,500 customers in 190 countries. SAP Community Network (SCN) is like SAP’s version of Facebook because it’s like the cornerstone of SAP’s strategy to connect with our audience around the globe. We have a very broad and diverse global community that generates around 15,000 discussions and around 1,500 blogs each month on SCN on a variety of different topics around SAP. We have about 2M unique visitors per month and we’re in over 225 countries and territories around the world. This broad and diverse audience is passionate about posting blogs, documents and discussions on SAP whether there are positive or negative. But SAP is immensely interested in hearing how our users are talking about us and our products. SCN has 5X more traffic than SAP.com and nearly 3X more visits than all other SAP digital properties combined. In 2014 we had over 208M page views! SCN started in 2002. And they seek to acquire and manage insights on SCN about customers who visit the site. We attract a lot of customers who are using our products in their daily roles such as partners who are implementing SAP software, developers who are working to write code for new products, customers who are just using our products, university students learning SAP as they come on to the network and learn all about CRM or ERP or SAP mobility software, and even our employees are visiting SCN. Challenge: Prior to 2014, SAP had a different survey process in place for our community network. Historically, we surveyed all of our members, but our surveys were sent out either in an email or we would just host a link on the SCN home page. And these surveys were sent to about 2M people in 230+ countries worldwide. You would think that with such a big user group we would get a ton of great feedback, but unfortunately we only received only around 1,000 responses worldwide. So we realized needed a new tool to revamp our process and understand our customers better. We needed a much more powerful and efficient tool to let our customers share their voice with us so that we could understand how we needed to improve their experience. In May of 2014, the SAP research manager was asked to develop the strategy to gain better insights for this massive global site. “Being responsible for SCN’s insight strategy made me super nervous because I wasn’t sure what to do, even though at the same time I was excited to take on the challenge. Exacerbating the problem was that I felt like I wasn’t a very technical user even though I had been given this seemingly technical challenge.” Solutions & Benefits: SAP evaluated different solutions and chose Qualtrics’ Site Intercept. “I was particularly delighted to discover that Qualtrics’ Site Intercept tool is very user friendly. I was able to jump in to the tool and start using it right away. My first project was to measure NPS so we could understand how our customers were feeling about our products and how they feel about the quality of content being posted. We launched a pilot program in NA and sent surveys to site visitors in the US and Canada and they were asked the standard Net Promoter Score question, plus an additional question asking if they were willing to give more feedback.” Before Site Intercept, we only sent 3 surveys per year because the process was so laborious. We had to rely on IT support, Design support, and Communication support. This method took a significant amount of time to going back and forth with teams who were often at our headquarters in Germany which made it difficult to make changes or run queries and analyze response rates and trends to base decisions off of. With Site Intercept, we quickly realized that gathering all these insights did not require an entire team of people like it did in the past. We no longer need to deal with anybody in design or communications because Site Intercept makes it so easy to do it myself it feels effortless in comparison. Now we can send beautifully branded surveys continuously throughout the year and manage it in such a way that visitors only see 1 popup per year instead of 3. Plus we get feedback almost immediately as results from those continuous surveys come in throughout the year allowing us to react to issues and opportunities in real-time. Importantly, Site Intercept allows us to target surveys to the right people. We have different surveys for visitors of different pages. For example, if I were on SCN and I answered the NPS survey on the SCN homepage, I would then be taken to a standalone survey to answer homepage related questions. If I were on a different content page, instead of asking the homepage survey questions, we can target those customers to answer questions on feedback. After we switched to Site Intercept, we were able to immediate take action on the data we were collecting. We had a good Net Promoter Score, but we still had Detractors. And when we looked at our Detractor comments, we saw that some people were saying “SCN is too cluttered”. We took that feedback to our user experience team when they were re-designing the site and said, “We have this great feedback from our customers and we can incorporate our customers into the process and give them what they want to see – or don’t want to see.” Our user experience team agreed and said, “This is fantastic feedback. Can we run another survey to ask more targeted questions about the new redesign?” I said, “Absolutely.” Now I can help teams throughout the company do more research in more targeted ways than we could ever have done before. “It’s fantastic! We’re turning negativity into positivity!” said Krystin, Community Manager, SAP Digital Experience Team. Another issue we has was spam. Our SCN community is a free community and anybody can register. But in the past year or two there have been many spammers, but their blogs are regarding irrelevant things. It was becoming difficult to manage. We’re asking community members to help us identify which content is spam and should not be on the site. And we use Site Intercept to accomplish that. Results/Impact: In the past, the process was super painful, long and not very effective. We were only seeing about 1,000 total annual responses from all our surveys sent worldwide to 225 countries. But with Site Intercept, we received 20X more responses in just 1 month and from just 2 countries! And the process feels effortless. And the insights are resulting in real business outcomes, like SAP being able to increase: Satisfaction rates by 10% NPS by 8 points Conversion rates (Registration) by 13% Revenue up (via a survey subscription model that is generating new revenue streams) Customer Quotes: “Qualtrics makes me look like rock star. I can’t advocate for this product enough because it makes life easier for me and my team.” – Krystin, Community Manager, SAP Digital Experience Team Customer Story Webpage: Coming soon Video: N/A
- Industries: Banking Company Size: Large Type: B2C & B2B Use Cases: Site Intercept Region: APAC Background Bankwest’s Digital Analytic team stats: Digital analytics team started in 2013 They have 2 FTE 109 stakeholders 800 million data points per year 25 dashboards 92 customer segments 400 questions asked per year 912% return on analytic investment – rolling $12 million Challenge: Bankwest uses Adobe Analytics on their website. Before Qualtrics, they could only understand what their website visitors were doing on their site, Adobe Analytics was not able to inform Bankwest of why site visitors were behaving in the manner they were. Bankwest needed a solution which was able to integrate with Adobe Analytics to be able to understand the “why” behind their website behaviour. In a nut shell, they wanted to link quantitative analysis with qualitative analysis to improve their digital customer experience to drive customer loyalty and website conversion. Solutions, Benefits & Results: Bankwest implemented Qualtrics Site Intercept and Research Suite to allow them to understand the “why” behind their website behaviour. The way Bankwest is capturing this is through site exit surveys and feedback links. Below are some examples of these. Bankwest were experiencing a 19% site exit on their credit card online application form. At the main point where the visitors were exiting, Bankwest performed a site exit survey which asked the question of why they were leaving. Visitors believed that was the end of the online application form. So Bankwest redesigned the paged to clearly show there was one more step to complete the form. As a result exit rate was reduced by 48%. Bankwest also uses feedback links across multiple customer touch points to obtain feedback on their site visitors experience. Questions asked include: How likely are you to recommend Bankwest to a friend or colleague? How satisfied were you with your visit today? What would you like to share with us today? Complaint Suggestion Other What do you find most valuable about the Bankwest website? What is the purpose of your visit today? Were you able to complete the purpose of your visit today? If the site visitor indicates they were not able to complete their purpose, they are then asked why. By Bankwest obtaining feedback from site visitors on their purpose of their visit, they are able to uncover the main reasons why people are coming to their site and make this information really easy to find. A recent insight Bankwest was able to obtain through asking the question of “were you able to complete your purpose today” was that many visitors were not able to find any information on mortgage discharge or fee explanations. Bankwest made it easier to find these two elements from the home page and there was no further negative feedback on these elements. Another recent insight was feedback on a form where the users computer was not letting them complete the address field. Again Bankwest was able to fix this error immediately and the form completion rate was increased. Bankwest is able to develop a site intercept and launch it on their website in hours and with no IT support. This is allowing Bankwest to ensure their website is constantly updated to improve the usability and provide the information which is important to their website visitors. This ultimately is increasing their website conversion and revenues. Customer Story Webpage: Coming soon Video: N/A
- Industry: Government, Healthcare Segment: Large organization Type: B2C Use Cases: CX, MR Background: Launched in 2013 in connection with the Affordable Care Act, HeathCare.gov is the main portal for Americans searching for and enrolling in health insurance plans in every state served by the federal exchange. Technical complexity and spiking usage rates from consumers shopping for health care plans during open enrollment periods have made usability and efficiency especially important for HealthCare.gov as over 10 million people are expected to enroll in new health care plans via HealthCare.gov in 2015 alone. Challenges: Increase healthcare registration, site user satisfaction and site conversion Improve response times and visitor engagement with site enhancements that drive better user experiences based on user feedback and site metrics Solutions: Switched to Qualtrics from previous vendor Foresee, HealthCare.gov used Qualtrics Research Suite and Site Intercept to analyze and optimize every aspect of the site's user experience, from registration to selection of plans. Analyzed millions of data points to obtain page-specific insights that are acted upon in real-time for continuous improvement. Improved ease of navigation and quality of messaging by making insights accessible and easily digestible for the teams who use them to build the design and user experience. During Jon Booth’s public webinar, an attendee from our competitor asked Jon this question: “What are the response volumes you’re seeing?” Jon answered: “We started off with a different tool before moving to Qualtrics and the numbers were so high that we crashed that tool with the numbers we were seeing. And so we realized we need to move to something else and switched to Qualtrics. If I had to ballpark the numbers, about 10% of website visitors give us feedback. And we do see that number ramp up and spike during open enrollment as people are doing their research and getting ready to enroll.” 10% translates to about 130 million responses. Results: “The consumer experience this year will be easier and faster,” said Andrew M. Slavitt, the acting administrator of the Centers for Medicare and Medicaid Services, unveiling a website that has been overhauled and improved. “The response time will be 40 percent faster than last year.” Source: New York Times article +40% Faster Response Times +30% Increase in Conversion Rates +10% Increase in Engagement Rates Reversed Negative Press Trends and Generated Positive Press Customer Story Webpage: Coming soon Webinar (DIGITALGOV): https://www.youtube.com/watch?v=4ZtfdD5RNac Case Study: (WEBINAR NOTES): https://drive.google.com/a/qualtrics.com/file/d/0B2fAa5FGx0amVmliR3FnNkpyTW8/view Video: (QUALTRICS ANIMATION): https://goanimate.com/videos/024lngxq5cgs?utm_source=linkshare&utm_medium=linkshare&utm_campaign=userconten
- Industries: Technology, Multimedia, Entertainment Company Size: Large organization Type: B2B, B2C Use Cases: MR, CX Background: CBS Interactive (CBSi) is an online content network for information and entertainment with engaging branded websites covering entertainment, news, sports, technology, games, music, food, and business. CBS Interactive brings together ad sales operations, as well as CBS television, sports, and news groups involved in program development. cbsinteractive.com Challenge: How to improve online ad effectiveness, targeting ability, and site conversion in order to attract more advertisers and grow our business? Solutions & Benefits: Qualtrics is our main tool for primary research. We use it to conduct various types of market research studies such as ad sales, attitudes and usage, product redesign, and tracking. CBS Interactive conducts many surveys throughout the year on all our sites such as CBS.com, CNet.com, TVGuide.com, Gamespot.com, and others. For all these sites, we collect a ton of data that provides us with consumer insights to help us better serve our advertising sales initiatives and site visitor experience. At CBSi, we conduct two types of research: primary research - which is what we use Qualtrics for – plus syndicated, third party research, such as Nielsen and comScore. The combination of these two research methods enables us to paint a really clear picture of our audience and our brands. We can also get a sense of where we are now vs. where we can go in the future, as well as measure how we’re performing vs. our competitors. From a business perspective, we’re always looking to drive revenue. Like most media companies, advertisements are one of the primary sources of revenue. In order to make a sale, you have to make a case of why your site and your brand are beneficial to the advertiser. As a researcher, I’m always using quantitative data to accurately tell the story of why our brands meet and exceed potential clients’ target audiences. For example, think about a large cloud computing company that is streaming paid content (video and other media). I use data to show them how and why our audience is heavily engaged in streaming and open to discovering new shows to stream Qualtrics helps me understand the behaviors and underlying motivations of our audience better than other tools. We also periodically conduct Net Promoter Score (NPS) studies across all our CBS Interactive sites, which is very helpful for us to understand how our brands are tracking over time. The NPS data provided by Qualtrics helps our product teams to understand what our consumers are currently thinking about our brand, the extent that they are willing to recommend us to others, and how we can improve our products for the future. From a customer perspective, we’re always striving to make our products useful and relevant so they keep coming back to our brands rather than the competition. In addition to NPS, we use Qualtrics for general attitudes and usage studies. For example, before we re-launched a website and an app, we had to understand our users’ current needs, how well our products are meeting those needs, and current marketplace offerings. Then, we adapted our products as needed to maintain a competitive spot in the marketplace today. Qualtrics really helps us to get at that and we love having a platform where we can quickly design surveys however we want. The display and skip logic just works. The programming is easy. Creating and updating a dedicated panel of users makes fielding simple. Distributing our surveys on Site Intercept and email invitation is great. The ability to quickly pull down Qualtrics data and take action on it makes for results that move the needle for CBS Interactive. Results: Qualtrics helps CBS Interactive drive millions of dollars in ad sales every month. A key audience behavior metric is the amount of time spent watching TV, which is of particular interest to our advertisers. In order to demonstrate continual TV engagement, we use Qualtrics to ask our audience what they watch, how much they watch, and which platforms they use at a particular time of year. By sampling the same audience over time, we can observe changes to all types of TV viewing. Qualtrics data gives us actionable insights into our audience that provides a powerful proof point for advertisers who are deciding how many advertising dollars to spend on CBS Interactive. "Qualtrics survey data helps position CBS Interactive with actionable insights to improve our products and make effective sales pitches to potential clients. These insights have resulted in successful product launches, millions in increased revenue, and double digit increases in brand awareness, all of which help to position CBS Interactive competitively in the digital marketplace.” Customer Story Webpage: Coming soon Video: N/A
- World-class companies are constantly asking this question – what do we want to learn from our customers?