4Q Survey
4Q is the free onsite survey tool offered by iPerceptions, based on the premise of asking visitors 4 simple questions about the purpose of their visit and overall satisfaction with the experience. VOC (voice of the customer) solutions are hot, and understandably so; web analytics does a lousy job of explaining why a visitor came to your site, as well as whether or not they acheieved what they set out to do. Note the focus here: did the visitor complete THEIR goals as defined by them, versus did the visitor complete your goals as defined by you in Google Analytics.
This data is terrific in and of itself. It’s worth setting this up on your business’ site, even if the data is completely siloed off from other web interaction or CRM data. Integrating that data with your current web analytics tool is even more powerful, which is exactly what iPerceptions announced earlier this week. The data overcomes one of the biggest historical challenges for web analytics, which is ‘too much data’, not enough ‘actionability’ with ease by telling you exactly where to focus to fix your site.
Now for the nuts and bolts of VOC data integration:
This integration allows you to populate visitor-level variables with actual answers to the Voice of the Customer (VOC) questions from site visitors. This then lets you to segment your site traffic (using advanced segments or report data dimensions) by the responses to the attitudinal questions. Below are some examples of popular attitudinal VOC questions,some segmentation recommendations and possible (actionable) next steps.
Survey Question: How would you rate your site experience?
Does poor site experience correlate highly with certain campaigns, landing pages (or site content in general), or language? Does a good site experience correlate with a specific marketing program, category of keywords, certain product categories?
Which of the following best describes the primary purpose of your visit?
Tying this data with keywords (campaigns) could help you write better ads. For example, my keyword was ‘TV warranty’, which is somewhat ambiguous; I really wanted to research warranties for a TV I’m about to buy rather than call in a claim on an existing warranty. It could be a while new point of differentiation for your brand (we have better TV warranties than competitors) that you didn’t realize your prospects cared about.
This data also helps you get a handle on how many clicks you’re buying for visitors that aren’t looking to buy your product. If I do a branded keyword search on Google, it’s tough to know what I’m looking for (brand research before purchasing a product, looking for a job, writing a report about your brand for class, etc). Using well-crafted answer options and data segmentation, this type of data can help isolate what branded searchers are looking for (and perhaps offer them better homepage navigation to serve their need)
Survey Question: Were you able to complete the purpose of your visit today?
Look at those that answered ‘no.’ What pages on your site aren’t meeting their needs? What are their needs? Write a few pages that cater to their specific question, and not only drive up your customer satisfaction, but also drive up your SEO rankings with increased content relevance.
By the way, did I mention Google Analytics, 4Q, and the integration between the two are free?! What’s your excuse for not setting this up to add a whole new dimension to your clickstream and campaign data?
Related posts: