20050222janetmiller

Using Surveys to Make Smarter Web Decisions: 

Using Surveys to Make Smarter Web Decisions Janet Driscoll Miller Director of Internet Marketing WebSurveyor Corporation

There is only ONE way to know your website visitors…: 

There is only ONE way to know your website visitors… Ask them!

Shopping Cart Abandonment: 

Shopping Cart Abandonment Online marketers stand to lose as much as $63 billion in 2004. On average, 75% of online shoppers abandon their shopping carts. 47% of ebusinesses do not know their shopping cart abandonment rate. By targeting abandonment with special offers based on answers in an online survey, you can reduce abandonment. Source: Internet Retailer Magazine and Clickz

Case Study: WebSurveyor: 

Case Study: WebSurveyor Problem: Northern Tool, a member of the Internet Retailer top 50 websites for online retailing, was losing 75% (approximately 3000 orders) per day. Solution: TBD

Website Design and Structure: 

Website Design and Structure Website analytics don’t provide: Specific demographics of your site visitors, such as job title, department, and more. Visitors’ reasons for visiting your site and why they return. Publications or industry websites that site visitors also use or frequent. Specifically what visitors like or dislike about your site. Web Analytics tell you “what someone did”, but not “why they did it”.

Case Study:WebSurveyor Website Exit Survey: 

Case Study: WebSurveyor Website Exit Survey Problem: WebSurveyor needed to convert more of its website traffic to register for its free trial, so we needed to better understand what drove our website visitors. Solution: By conducting a website exit survey, we were able to gain valuable feedback about who are visitors are and what they are looking for on our website. Example: About 1 in 6 visitors were looking for a way to “get paid” to take surveys. So we partnered with a panel firm to offer them what they were looking for and monetize this for ourselves at the same time.

Screenshot from Results: 

Screenshot from Results

Online Idea/Product Testing: 

Online Idea/Product Testing Advertising and product testing can be an expensive endeavor, involving focus groups and more. Surveys with images or video can provide immediate feedback at a lower cost.

Case Study: Wrangler: 

Case Study: Wrangler Problem Needed feedback about new brand “20X” Solution Created online panel of their target market, 15-24 year olds Test new ad campaigns and t-shirt designs by including images in their surveys

Online Quizzes or Forms: 

Online Quizzes or Forms Online quizzes forms using a back-end database can take days to program. Traditional online quizzes or forms can’t provide valuable analytical data without downloading data from a database and using third party tools.

Case Study: Hotwire.com: 

Case Study: Hotwire.com Problem: Hotwire needed an online data-collection tool that would allow prospective travel suppliers to enter the necessary information to be considered for its program. Hotwire used an in-house tool, but found that it was inflexible and difficult to make frequent necessary changes to the data collection form. Solution: After considering several different options, Hotwire selected WebSurveyor to solve its data collection needs. “We selected WebSurveyor, because it’s easier to modify on the fly, without using engineering resources,” said Dave Touloumtzis, a hotel operations analyst with Hotwire.

Case Study:WebSurveyor’s “Ask Dr. Surveyor”: 

Case Study: WebSurveyor’s “Ask Dr. Surveyor” Problem: WebSurveyor has many different offerings, from products to services. Sometimes choosing a product or service can be a daunting task. Solution: WebSurveyor created “Ask Dr. Surveyor” with an online survey tool. Based on answers you provide in the survey, you are directed to the product or service that will best fit your needs.

Screenshot from Results: 

Screenshot from Results

Online Advertising: 

Online Advertising Pay Per Click (PPC) keywords are rising in cost as competitors begin to bid on popular keywords Banner ads are currently seeing a less than 1% click through rate Web analytics packages can’t tell you why ad respondents click on an ad or what they find appealing – you have to make an “educated” guess Online surveys can provide much more in-depth analysis of: why someone responds to an ad why they do or do not take advantage of your offer if you are truly reaching your target audience

Case Study:WebSurveyor Pay-Per-Click (PPC) Campaigns: 

Case Study: WebSurveyor Pay-Per-Click (PPC) Campaigns Problem: WebSurveyor uses both Overture and Google AdWords as our primary PPC vendors, with over 700 total phrases being advertised. We had several very expensive terms that did not seem to have high conversion rates. We wanted to find out why. Solution: WebSurveyor used our own product to survey the website visitors from these keywords. We found that visitors from these keywords were really “browsers”, not “buyers”. We discontinued use of the keywords.

Results Screenshot: 

Results Screenshot

About WebSurveyor: 

About WebSurveyor Founded in 1998 Leading provider of online survey software Over 3,000 customers worldwide Ranked #1 for ease of use by PC Magazine Ranked #59 on the Inc. 500 WebSurveyor is differentiates itself through: Commitment to our customers Team of account managers, survey advisors and customer support engineers to guide customers Provide survey templates and question and response libraries Offer customer support from 7 a.m.-7 p.m. Earned 98.7% customer satisfaction

Our Customers: 

Our Customers

Contact Information: 

Contact Information Janet Driscoll Miller jmiller@websurveyor.com 703.481.9326 x207 Flash Product Demo Online: www.websurveyor.com Free 30 Day Product Trial: www.websurveyor.com/dcww Free Polling Tool: www.websurveyor.com/poll