Initial review of results of Econsultancy's implementation of ForeSee software - prior to new site launch November 2014 - as blogged on Econsultancy.com

1. ECONSULTANCY.COM
Review of Initial Results
Katherine Stroud
Customer Experience Analyst

2. 2
Agenda and Table of Contents
Review of Initial Results
˃Satisfaction Summary and Top Priority
˃Visitor Overview
˃First Time Vs. Repeat
˃Subscription
˃Improvement
˃Open End Comments
May 18th2014 –September 01st2014
N = 303

3. 3
Company Name > Satisfaction Insight Review
Aggregate LevelSatisfaction Summary
Satisfaction Summary
Customer satisfaction score is 74. Within overall satisfaction, the lowest scoring question is how Econsultancy.com compares to the visitors idea of an ideal website.
May 18th2014 –September 01st2014
N = 303
Customer Satisfaction Benchmark
8.0
7.9
7.1
What is your overallsatisfaction withEconsultancy.com?
How well doesEconsultancy.commeet yourexpectations?
How doesEconsultancy.comcompare to youridea of an idealwebsite?
74
May 18th2014 –September 01st2014
N = 303
Customer Satisfaction

4. 4
Company Name > Satisfaction Insight Review
Aggregate LevelTop Priority
Customer Satisfaction Benchmark
Look and Feel Benchmark
Satisfaction Score
May 18th2014 –September 01st2014
N = 303
The top priority is the look and feel of the website, specifically the visual appeal of Econsultancy.com is the lowest scoring question within the look and feel element.
Top Priority: Look and Feel
Priority Map

5. 5
Company Name > Satisfaction Insight Review
Visitor Overview
Residence and Job Title
•68% (N=204) of visitors live in Europe & Middle East –Sat 73
•Most visitors to your site are managers (32%, N=95) –Sat 75.
•Moreover, 19% (N=58) are specialists or consultants. –Sat 71.
*What was the primary purpose of your visit today? N=303
* Figures for certain answer options are not included due to the N count being less than 50
N = 201
N = 58
38%
28%
22%
75
71
75
Client side
Agency
Supply side
N = 112
N = 82
N = 66
*What is your company kind? N=294
The majority of the visitors to Econsultancy.com come to the site to read content e.g. blog or research. Many of Econsultancy.com visitors come from a client side company. The majority live in Europe & Middle East and are managers.
Sat
Sat
May 18th2014 –September 01st2014
N = 303

6. 6
Company Name > Satisfaction Insight Review
First time visitors Vs. Repeat visitors
72
75
69
69
Look and Feel
Satisfaction
Non-First Time Visitor
First Time Visitor
No81%
Yes19%
N = 244
N = 59
Was this your first visit to the Econsultancysite?
N: 303
First time visitors account for 19%,N=59 of overall visitors. First time visitors are significantlyless satisfied than repeat visitors with a variance of 6 points, moreover first time visitors rate the look and feel of Econsultancy.com 3 points lower than repeat visitors.
Score
Repeat Visitor
May 18th2014 –September 01st2014
N = 303

7. 7
Company Name > Satisfaction Insight Review
Subscription
No68%
Yes23%
Not sure9%
N = 205
N = 70
Do you or your company pay to subscribe to access Econsultancy.com? N=303
No
Yes
Not sure
Satisfaction
74
75
74
48%
25%
76
72
Price
Clearer understanding ofthe features and benefits
N = 51
N = 98
*What would most influence a subscription purchase for you or your organisation? N= 205
The majority of the visitors to Econsultancy.com do not pay to subscribe to access (68%). Of those non subscribers, 61% are registered. Non-registered visitors score significantly lower (-12 points) than registered visitors. The biggest influences to subscribe would be price and having a clearer understanding of features and benefits.
* Figures for certain answer options are not included due to the N count being less than 50
Yes61%
No39%
N = 79
Are you a registered user of Econsultancy.com? N= 205
No
Yes
Satisfaction
67
79
N = 126
12 points
May 18th2014 –September 01st2014
N = 303

8. 8
Company Name > Satisfaction Insight Review
Likelihood to subscribe/renewHigh Sat Vs. Low Sat
5%
2%
2%
0%
6%
8%
13%
18%
13%
33%
13%
2%
7%
8%
16%
10%
17%
18%
3%
6%
1=VeryUnlikely
2
3
4
5
6
7
8
9
VeryLikely=10
High Satisfaction (75-100)
Low Satisfaction (0-74)
How likely are you to subscribe to/renew Econsultancy?
N = 165
N = 116
Visitors scoring satisfaction 75-100 (high satisfaction) are much more likely to subscribe to/renew Econsultancythan visitors who score satisfaction 0-74 (low satisfaction).
May 18th2014 –September 01st2014
N = 303

9. 9
Company Name > Satisfaction Insight Review
27%
25%
13%
10%
7%
6%
6%
4%
1%
81
71
Noimprovementsare needed / don't know
Update the sitedesign
Other, pleasespecify
Provide morecontentchoices
Provide moreoptions tonarrow searchresults
Provide higherquality content
Improve thequality ofsearch results / make it easierto know whatto choose
Improve therelevance ofsearch results
Improve thetime it takes forpages to load
Improvement
*What improvement would you most like to see on Econsultancy.com? (select one)
N: 303
N =39
N = 77
25% of visitors stated that the improvement they would most like to see on Econsultancy.com is to update the site design. This reinforces the need to prioritisethe look and feel of the website as was shown on previous slides.
N count is less than 50
Other
•Price
•Content
•Remove advertisements
No statistical difference in answers between overall visitors and first time visitors
N = 83
* Figures for certain answer options are not included due to the N count being less than 50
May 18th2014 –September 01st2014
N = 303

10. 10
Company Name > Satisfaction Insight Review
Open End Comments
Update Design
Improve the website design and layout -this lets you down. Sat 12, 08/14/2014
Redesign the layout -too much advertising or other navigation tabs on the right hand side (too busy if you want to focus on reading an article -it would be much easier to read if the articles are in a clear and neat box )! Sat 63, 07/22/2014
The blog pages could look sleeker -they are quite cluttered at the moment with ads. Most of which I ignore to be honest (sorry!). Sat 67, 06/23/2014
A new Layout would be nice! Sat 78, 06/14/2014
The design is tired. remove that ridiculous banner asking me to sign-up all the time. improve the search results. Sat 78, 06/04/2014
Found some pages had too much information and searching for pricing difficult. Sat 71 , 06/26/2014
Content Issues
The majority of content is geared towards marketing for commercial companies and sites. Heavily content-based sites and service organisations(schools, universities, associations) often require different approaches to marketing, particularly in terms of measurement and tracking. It would be nice to see some more content geared towards these sectors. Sat 85, 06/05/2014
Quality of content is good but need to be checked more -too many typos/errors. Sat 86, 07/31/2014
I find the content generally quite poor. There is the occasional good article though. Sat 23, 07/31/2014
There seems to be a shift lately in econsultancy'sfocus -it now seems very marketing focussed. In the past irecall much more content, reports etcbeing available on broader digital topics such as usability, UX, strategy, operationsetc. I have been utilisingeconsultancyless these days for this reason. Sat 67, 08/26/2014
ensure content advertised or discussed on social platforms (e.g. LinkedIn) is actually available. Sat 0, 08/05/2014
What suggestions do you have that would enhance your experience with Econsultancy.com?
Comments reinforce the top priority of look and feel: update the design of the website. Also there seems to be content issuesregarding the quality and type.
May 18th2014 –September 01st2014
N = 303

11. 11
Company Name > Satisfaction Insight Review
Summary
Econsultancy.com has an overall satisfaction score of 74. The top priority to focus on is the look and feel of the website.
Visitors
•The majority of visitors come to the site to read blogs or research, live in the Europe & Middle East, are managers and come from a client side company.
•First time visitors are less satisfied than repeat visitors, moreover first time visitors rate the look and feel of Econsultancy.com lower than repeat visitors.
Subscription
•The majority of visitors to the site do not pay subscription to access, however 61% of this group are registered.
•Visitors who register score satisfaction 12 points higher than non-registered.
•The biggest influences to subscribing are price and having a clearer understanding of features and benefits.
•Visitors with a higher satisfaction score are more likely to subscribe/renew.
Improvement
•25% visitors stated that the improvement they would like to see most is to update the site design, this reinforces the top priority which is the look and feel of the site.
Open End Comments
•Commentsreinforce the need to improve the design and look and feel of the website.Moreover an issue with content type and quality was raised.
May 18th2014 –September 01st2014
N = 303