Your customer experience begins with... your website! Critical to any digital strategy is the capacity to capture targeted customer feedback to ensure your website improvement priorities will actually drive site conversion, retention, and loyalty. Qualtrics’ Site Intercept enables the most advanced form of data collection, predicated on what website visitors do, as well as what they say and how they rate their experience. This webinar shows how Site Intercept can be deployed to measure and optimize key elements of the digital customer journey. In this webinar, our partner, Usability Sciences, will discuss the following: The seven levels that comprise a comprehensive Customer Experience analysis framework How Site Intercept can facilitate behaviorally- and contextually-triggered data collection within that framework How the framework helps dictate improvement priorities for your site to drive greater customer conversion, retention, and loyalty Recorded: October 28th at 10am PT | 1pm ET Guest Speaker: Roger Beynon, Chief Strategy Officer, Usability Sciences

1. How to measure and
optimize the website
customer experience
SM

2. How to measure and
optimize the website
customer experience
SM
Introduction
Discussion
Q&A

3. Brands & Organizations
8.1K+
of the top 100
business schools
99
Users
2.3M+
Used In
Countries
75+
The World’s
Leading
Insight
Platform
PROVO / USA
DUBLIN / IRL
SYDNEY / AUS
SEATTLE / USA

4. Measuring
&
Op.mizing
the
Digital
Experience
Unsolicited
feedback
during
website
experience
Targeted
feedback
during
website
experience
Targeted
feedback
before/aAer
website
experience

5. Company Overview
Usability Sciences is a full service user experience and usability research company focused on helping companies
drive website conversion and continuous improvement of the customer experience.
• Experience: 25+ years experience — across all industries and technologies — of helping our clients succeed, including over 15
years of conducting site intercept research
• Portfolio: Comprehensive and diverse user experience research portfolio catering to every stage of the development life-
cycle of websites or software products
• Recommendations: Deliver actionable insights that improve the user experience
• Relevance: Over 200 research projects conducted annually for 100+ clients
• Resources: State of the art in-house user experience research labs
• Technologies: Ability to capture customer feedback anytime, anywhere
• Quality control: In-house participant panel and recruiting team for lab-based, qualitative research
• Reach: Partner network — interactive agencies, international research facilities, online research technologies (e.g., Qualtrics),
etc.
• Thought leadership: Stewardship of Usability.com, a user experience knowledge resource
Why clients choose Usability Sciences

6. Clients
There’s a reason these brands chose to work with us – for years.
Healthcare / Pharma
Retail / e-Commerce
Financial Services
Hospitality / Travel
Consumer
Technology
Industrial / Energy
Recruiting / Media
Digital Agencies

7. 1
2
3
4
5
6
7
Ques.ons
that
Plot
the
Visitor’s
Journey
(through
your
website)
Is
this
the
right
place
to
meet
my
par1cular
need?
Is
it
easy
to
find
what
I
am
looking
for?
Does
it
have
all
the
informa1on
I
need
to
make
a
decision?
Do
any
of
the
site’s
policies
turn
me
off?
Once
I’ve
decided
to
buy,
can
I
conclude
the
transac1on
quickly
and
securely?
Does
the
experience
work
efficiently
whatever
device
I
am
using?
Is
this
s1ll
the
best
op1on
available
to
me?
Moments
of
Truth
…

8. MISSION
FINDABILITY
DECISION-­‐MAKING
POLICY
TRANSACTION
TECHNOLOGY
COMPETITION
1
2
3
4
5
6
7
The
Visitor
Journey
Provides
an
Analy.cal
Framework
Is
this
the
right
place
to
meet
my
par1cular
need?
Is
it
easy
to
find
what
I
am
looking
for?
Does
it
have
all
the
informa1on
I
need
to
make
a
decision?
Do
any
of
the
site’s
policies
turn
me
off?
Once
I’ve
decided
to
buy,
can
I
conclude
the
transac1on
quickly
and
securely?
Does
the
experience
work
efficiently
whatever
device
I
am
using?
Is
this
s1ll
the
best
op1on
available
to
me?

9. MISSION
FINDABILITY
DECISION-­‐MAKING
POLICY
TRANSACTION
TECHNOLOGY
COMPETITION
Are
we
aZrac.ng
the
right
kind
of
visitors
and
how
effec.vely
can
they
achieve
their
purpose?
How
easily
can
visitors
find
what
they
are
looking
for?
How
efficiently
can
visitors
reach
their
own
level
of
cer.tude?
How
much
fric.on
do
the
site’s
policies
introduce
into
visitors’
decisions?
How
simply
can
visitors
complete
their
transac.ons?
How
does
the
technology
op.mize
the
visitor
experience
on
and
across
pla_orms?
How
does
the
site
help
create
compe..ve
advantage
for
the
brand?
1
2
3
4
5
6
7
Business
Ques.ons
Derived
from
the
Analy.cal
Framework
Is
this
the
right
place
to
meet
my
par1cular
need?
Is
it
easy
to
find
what
I
am
looking
for?
Does
it
have
all
the
informa1on
I
need
to
make
a
decision?
Do
any
of
the
site’s
policies
turn
me
off?
Once
I’ve
decided
to
buy,
can
I
conclude
the
transac1on
quickly
and
securely?
Does
the
experience
work
efficiently
whatever
device
I
am
using?
Is
this
s1ll
the
best
op1on
available
to
me?

10. MISSION
FINDABILITY
DECISION-­‐MAKING
POLICY
TRANSACTION
TECHNOLOGY
COMPETITION
Are
we
aZrac.ng
the
right
kind
of
visitors
and
how
effec.vely
can
they
achieve
their
purpose?
How
easily
can
visitors
find
what
they
are
looking
for?
How
efficiently
can
visitors
reach
their
own
level
of
cer.tude?
How
much
fric.on
do
the
site’s
policies
introduce
into
visitors’
decisions?
How
simply
can
visitors
complete
their
transac.ons?
How
does
the
technology
op.mize
the
visitor
experience
on
and
across
pla_orms?
How
does
the
site
help
create
compe..ve
advantage
for
the
brand?
1
2
3
4
5
6
7
Website
Experience:
Analy.cal
Framework

11. Short set of questions upon entering
the site (e.g., who’s coming, why are
they coming)
Visitor navigates the
site
Short set of questions on exit (custom-generated by
the visitor’s unique journey through the site)
1
2
3
How does it work?

12. Are
we
aZrac.ng
the
right
kind
of
visitors?
How
effec.vely
can
they
achieve
their
purpose
in
coming?
How
does
the
experience
impact
visitors’
view
of
(or
rela.onship
with)
the
brand?
v Who
are
you
(demogs)?
Business
Ques)ons
Survey
Ques)ons
(blue
asked
on
entry,
green
asked
on
exit)
v What
is
the
primary
reason
for
your
visit?
v You
told
us
you
came
to
the
site
today
in
order
to
<piped
intent>.
How
successful
were
you?
followed
by:
v Please
help
us
understand
why
your
visit
was
<successful
or
unsuccessful>.
v Based
on
your
previous
experience
with
our
brand,
please
rate
your
level
of
trust
in
the
brand?
v Based
on
today’s
visit,
please
indicate
your
level
of
trust.
followed
by:
v Please
help
us
understand
why
your
level
of
trust
<rose
or
fell>
as
a
result
of
this
visit.

13. How
easily
can
visitors
find
the
products/informa.on
they
seek?
How
effec.ve
is
our
site
search?
How
closely
does
our
taxonomy
match
the
way
our
visitors
view
our
products/informa.on?
v How
easy
was
it
to
find
the
products/informa.on
that
interest
you?
followed
by:
Please
help
us
understand
why
you
had
difficulty
finding
what
you
need.
Business
Ques)ons
Survey
Ques)ons
(blue
asked
on
entry,
green
asked
on
exit,
red
based
on
behavior)
v Visitor
visited
one
or
more
product
categories/
content
areas:
We
saw
that
you
visited
<content
area>.
How
did
our
way
of
labeling
and
grouping
products
match
the
way
you
would
describe
these
categories?
followed
by:
Please
give
us
an
example
of
how
your
view
differs
from
our
labels
or
grouping.
v
Visitor
used
site
search
one
or
more
.mes:
We
saw
that
you
ini.ally
searched
for
<1st
search
term>.
How
relevant
to
your
need
were
the
search
results
we
provided?
followed
by:
Please
help
us
understand
why
the
results
did
not
meet
your
need.

14. How
efficiently
can
visitors
reach
their
own
level
of
cer.tude?
How
effec.ve
do
visitors
find
the
various
features
and
func.ons
we
provide
them
as
decision-­‐making
tools?
Who
do
our
visitors
involve
in
their
decision-­‐making?
v Visitor
viewed
one
or
more
products
but
did
not
add
any
of
them
to
their
cart.
Please
rate
the
completeness
of
the
informa.on
for
the
product
pages
you
viewed
followed
by:
v Please
help
us
understand
what
addi.onal
informa.on
or
tools
you
would
like
to
see
on
the
product
page.
Business
Ques)ons
Survey
Ques)ons
(blue
asked
on
entry,
green
asked
on
exit,
red
based
on
behavior)
v Visitor
u.lized
a
<sharing
or
social
media
link>.
Do
you
typically
share
a
product
with
your
social
media
friends
before
or
aAer
you
make
a
purchase
decision?
followed
by:
v With
whom
are
you
most
likely
to
share
these
decisions?
v Visitor
u.lized
a
<product-­‐related
func.on/
feature>.
Please
rate
the
usefulness
of
the
<>
func.on.
followed
by:
v Please
help
us
understand
how
the
<func.on>
could
be
improved
to
beZer
meet
your
needs.

15. Which,
if
any,
of
our
policies
create
a
barrier
to
conversion?
How
can
we
posi.on
our
policies
to
greatest
effect?
How
do
our
policies
compare
with
those
of
our
primary
compe.tors
Business
Ques)ons
Survey
Ques)ons
(blue
asked
on
entry,
green
asked
on
exit,
red
based
on
behavior)
v Visitor
viewed
a
policy
and
leA
site
or
abandoned
cart/
check-­‐out
.
Please
rate
the
degree
to
which
our
policies
affect
your
decision
to
buy
from
our
site.
followed
by:
v Please
help
us
understand
why
you
answered
this
way.
v Within
the
context
of
survey
ques.ons
about
compe.tors:
Please
provide
one
example
of
a
compe.tor’s
policy
(shipping,
returns,
price
guarantee,
etc.)
that
has
been
the
deciding
factor
in
your
buying
from
them?
followed
by:
v Why
do
you
find
this
policy
compelling?
v Visitor
clicked
through
to
a
specific
policy.
To
what
extent
does
our
<low
cost
guarantee>
make
you
more
likely
to
buy
from
us.
followed
by:
v Please
help
us
understand
why
you
answered
that
way.

16. How
simple
and
secure
is
it
for
our
visitors
to
complete
a
transac.on?
Business
Ques)ons
Survey
Ques)ons
(blue
asked
on
entry,
green
asked
on
exit,
red
based
on
behavior)
v Visitor
put
item(s)
in
cart
but
did
not
enter
checkout.
Please
rate
the
usability
of
our
shopping
cart
func.on.
followed
by:
v Please
help
us
understand
what
gave
you
a
problem.
v Visitor
entered
but
did
not
complete
the
checkout
process.
Ques.on
dictated
by
point
of
abandonment.
Please
rate
the
simplicity
of
our
checkout
process.
Please
rate
your
confidence
in
the
security
of
our
checkout
process.
followed
by:
v Please
help
us
understand
why
you
started
but
did
not
complete
the
checkout
process.

17. To
what
extent
does
our
technology
provide
the
op.mal
visitor
experience
on
any
type
of
device?
Business
Ques)ons
Survey
Ques)ons
(blue
asked
on
entry,
green
asked
on
exit,
red
based
on
behavior)
v List
of
performance
characteris.cs
differs
by
visitor’s
device:
How
would
you
rate
the
following
aspects
of
the
site/
mobile
site/
app
experience:
v A
v B
v C,
etc.
followed
by:
v Please
help
us
understand
how
these
performance
problems
affected
your
visit.

18. How
does
the
visitor
experience
on
our
site
compare
to
those
of
our
compe.tors?
How
can
we
use
our
site(s)
to
create
a
sustainable
compe..ve
advantage?
Business
Ques)ons
Survey
Ques)ons
(blue
asked
on
entry,
green
asked
on
exit,
red
based
on
behavior)
v With
which
of
these
compe.tors’
sites
are
most
familiar?
v Based
on
your
experience
with
us
today,
how
would
you
compare
our
site
with
that
of
<compe.tor
selected
from
entry
ques.on>?
followed
by:
v Please
help
us
understand
why
rated
<compe.tor
or
our
site>
beZer
than
<our
site
or
compe.tor>.
v If
you
could
change
one
thing
about
our
site
that
would
make
it
your
default
shopping
des.na.on
(for
our
type
of
products)
what
would
it
be?

19. MISSION
FINDABILITY
DECISION-­‐MAKING
POLICY
TRANSACTION
TECHNOLOGY
COMPETITION
1
2
3
4
5
6
7
PRIORITIES
Immediate
(simpler,
faster,
=
technology)
#1
#2
#3
#4

20. MISSION
FINDABILITY
DECISION-­‐MAKING
POLICY
TRANSACTION
TECHNOLOGY
COMPETITION
1
2
3
4
5
6
7
PRIORITIES
Immediate
Longer
Term
(simpler,
faster,
=
technology)
(strategic,
complex,
technology-­‐driven)
#1
#2
#3
#4
#1
#2
#4
#3

21. MISSION
FINDABILITY
DECISION-­‐MAKING
POLICY
TRANSACTION
TECHNOLOGY
COMPETITION
1
2
3
4
5
6
7
1. Frame
the
moments
of
truth
as
customer
ques.ons.
2. Use
the
ques.ons
as
the
spine
of
your
analy.cal
framework.
3. Use
sophis.cated
survey
technology
to
get
as
close
as
possible
to
your
customers’
moments
of
truth.
4. Exploit
the
survey
technology
to
ask
more
relevant,
contextually-­‐triggered
ques.ons.
…
because
…
5. The
beZer
the
ques.ons,
the
beZer
the
insights.
Takeaways

22. Q&A

23. END