Web Analytics and Voice of Customer

December 6, 2009

And the survey says……(this reminded me of watching Family Feud when I was younger). A couple of weeks ago I read a blog post from iPerceptions about how they are going to integrate web analytics with behavioral and attitudinal data. As I kept reading the article, I kept thinking “WOW that is awesome.” Then I got to the Features and Benefits and I was really impressed with the crosstab capabilities of the survey and clickstream data and to look at your analytics and survey KPI’s in one dashboard. After reading the article, I started to think about my other co-presented breakout session at the Omniture 2009 Summit about surveys and VOC strategies. If you can combine clickstream and survey data, create segments based on those on a both sets of data would give you great insights about your customer. When you are thinking about putting a survey on your site you need to think about what type of questions you need to ask. Do you want to ask Idea questions (comments, feedback), Opinion questions (ratings, polls), or Effects questions (site changes, product variations). Before you create surveys, you need to understand your business goals: establish a voice within the community, build trust with your customer base, generate positive brand awareness, encourage loyalty, improve customer perception. There are many different types of surveys that you can put on your site that will help you get into your customers mindset.

Some examples of the different surveys that are on the sites: product reviews, news story reviews, conversion funnel monitoring, time on site assistance, customer service feedback, remarking surveys, quick polls, or exit surveys. Most of these surveys are “traditional” surveys, but they are a good way to get into your customers mindset. If you can combine the answer to these surveys with the clickstream data, gives you a better understanding of your customer.

I am going to go over some of the different survey types and some of the survey companies. Different types of surveys will give you a different view of your customer. Quick Poll’s and Product Reviews are are not the traditional surveys, but can give you some great information.

Quick Poll: This is a short survey that can be put on different pages on the site (section front pages,

home page, or registration page) or in an email. A quick poll will allow you to learn more about your customer a little at a time and will help you to either target certain content and/or send the customer an email based on their preferences.

Product Reviews: A product review is another good way to learn more about your customers, but it is also good information for the buyers to see if they should continue buying more of that product or buy a similar product. It is also good information to go to the vendor with any feedback about the product.

For remarketing surveys and exit surveys, there are several different companies that can help you with your business goals. There are surveys that will fit different budgets and that have different functionality.


4Q from iPerceptions: 4Q survey is a free and easy way to reach out to your visitors and capture their feedback about their user experience. This survey will help you answer four questions; How satisfied are my visitors? What are my visitors on site to do? Are they completing what they are set out to do? What are they saying in an open-ended text box? These are great questions to get to know your visitor better and can help you answer you answer your business goals. If you do not have any surveys on your site, this might be a good to get started.

Survey Monkey: Survey Monkey is a survey tool that that has a free and low cost option that you can completely customize with whatever questions will help you answer your business goals. Survey Monkey will allow you to collect responses either through the site or through an email. There are several types of questions to choose from, as well as, survey templates and custom themes. You can also add a logo to the survey.
Once you start to collect data, the results will start to show up immediately. You can share the results of the survey without having anyone log into an account. You can also download the results from the survey and combine the data with your clickstream data for more analysis.

Opinion Lab: Opinion Lab is an opt-in, voice of customer solution by inviting customers to share insights in their own words from every page on the site. Customers submit feedback through an opti-in comment card. They structure the visitors insights and deliver the data through their reporting tools. Opinion Lab’s approach is based on opening an ongoing pipeline of communication with the visitors to gain valuable insights that include information about your site, products and services, brand image, and competition. Opinion Lab is a passive survey. There is a link on every page on the site (usually in the footer), giving all of the visitors an opportunity to give feedback about the page or their experience on the site.

Fore See Results: Fore See Results is a survey that will appear randomly while the visitor is browsing the site. Their surveys include a broad range that drive user satisfaction, including navigation, site performance, and look and feel. Fore See uses the American Customer Satisfaction Index (ASCI) methodology to analyze the user satisfaction which allows you to identify what is driving customer satisfaction and what will have the greatest impact on site behavior and revenue. ACSI also allows you to benchmark against your competitors. The surveys are on a 10-point system to allow for greater differentiation of responses. The surveys take approximately 2-3 minutes to complete. If you are an Omniture customer, Fore See is a Genesis partner which will allow you to upload the survey results into SiteCatalyst.

Omniture Survey: Omniture Survey is a survey tool that you help you measure visitor sentiment on your site. Surveys can be distributed to your customers in various ways, either through email, when a visitors lands on a certain page, exits a page, or when a particular event occurs. Omniture Survey allows you to measure opinions, attitudes, and motivation in real-time, and take immediate action based on the responses. If you are an Omniture customer, Survey will not use any additional variables and the reporting will work very similar to the conversion reports. Once you start to collect some survey results, you can see how much success was had after the visitor answered a certain question. You can also correlate survey answers to other conversion reports to see which products where viewed or videos were played by visitors who answered the different questions. Omniture Survey is customizable to your company’s needs. You can create as many questions as you think are necessary to help you answer your business goals. The survey results are not only passed into SiteCatalyst, they are also passed into Omniture Discover. This will allow you create a segment based on both clickstream data and survey answers and apply that segment to any report to get a deeper insight into your visitors.

As you can see, there are several different survey options. No matter what your budget is or what web analytics tool that you use, there are options out there to learn more about your customer and merge clickstream data with survey data to gain more insights.

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2 Responses to “Web Analytics and Voice of Customer”


  1. Great Post and great info on this. It has given me some good ideas and even more things to try out.

    -Rudi


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