Use powerful metrics like task completion to craft winning user experiences in these tough economic times.

1. Website Optimization & Visitor Task Completion Michael Whitehouse – Senior Marketing Analyst

3. The User Experience

4. In Historically Tough Times “… a few (participants) indicated that more than five to six years would be needed for the economy to converge to a longer-run path characterized by sustainable rates of output growth and unemployment.” Source: Minutes of the Federal Open Market Committee, January 27-28, 2009; Conference Board Consumer Confidence Index

5. Setting the Table Source: http://www.comscore.com/press/release.asp?press=2658 2008 Holiday Season vs Corresponding Days in 2007: Retail Spending Total US – Home/Work/University Locations

6. Consumers hyper-sensitive to cost http://http://www.comscore.com/press/release.asp?press=2732

8. Task Completion by Industry

9. U.S. Retails Lagged Other Markets

10. Focus on US Retail - % Shares Research / Learn (34%) Buy (25%) Price / Promo Shopping (15%) Browse / Compare Products (8%) Funnel Activities Company Info (10%) Post-funnel tasks – 8% Post-Funnel Activities Funnel Activities Post-Funnel Activities

12. Segment-Level Task Completion Research / Learn (74%) Buy (56%) Price/Promo Shopping (74%) Browse / Compare Products (79%) Company Info (85%)

14. The Advent of Social Shopping?

16. A Winning Set of Tools

17. There is no magic formula

18. There are many winning formulas Provided you know your audience

20. The correlations are clear Source: Bruce D. Temkin, Forrester Research, “Customer Experience Correlates to Loyalty” http://experiencematters.wordpress.com/2009/02/18/customer-experience-correlates-to-loyalty/

21. Watching without listening

22. Is this our visitor? Watching without listening

23. Listen to Know Who is here? Why are they here? How am I doing? What do I need to fix?

24. Segment - Start with the basics

25. Then mix in visitor intent

26. Create Real Delineation Learn Onsite to research and gather information for a future purchase Support Onsite to get technical support for a specific product Shop Onsite with the cognitive intent to make a purchase during the visit

27. Change Your Site’s Orientation Tabbed navigation

28. Use powerful outcome metrics

29. Average website in North America converts at 2-3% Conversion Task Completion Conversion isn’t always about $

30. Verbatims = golden nuggets! Your search results are misleading. I can’t find links to the support page! Update your product news ticker.

31. More than feedback alone

32. “ NEED BIGGER PICS” More than feedback alone

33. “ NEED BIGGER PICS” More than feedback alone

34. Is this our visitor? Is this our visitor? More than feedback alone

35. Is this our visitor? Or is this our visitor? More than feedback alone

36. Let’s try that again… Male, Aged 20-29, 2-3 monthly visits Female, Aged 40-49, First visit Male, Aged 30-39, Visits weekly Your search results are misleading. I can’t find links to the support page! Update your product news ticker.

37. Be systematic and procedural Listen Measure Test Change Rinse and Repeat

38. User experience metrics are evolving

41. What is 4Q? And it’s free.

43. The 4Q user experience

44. The visitor experience

45. The visitor experience

46. The visitor experience

47. The visitor experience

48. The visitor experience

49. Advanced User Segmentation

50. Enterprise-Class Reporting Tools

51. Gratuitous Plug http://www.4qsurvey.com