Maximizing Customer Interaction

1
Maximizing Customer Interaction Profit

• Usability Sciences Corporation
• May 13, 2003

2
Agenda

• Measuring what matters
• Patterns of visit intent
• Visit intent varies greatly by site type
• Visit success varies greatly by intent
• Visit success (based on intent) impacts every
  other mission-level metric
• Lessons learned

3
Measuring What Matters

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

4
Measuring What Matters

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

5
Measurement Methodology Entry-Exit Paired
Surveys

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

2. Click stream data in between
1. Intent and demographics on entry
3. Success and verdict data on exit
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Patterns of visit intent All site types

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

n 16,500 sessions
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Visit intent varies across site types eCommerce

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

n 6,750 sessions
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e-Commerce Visit Success Varies by Intent

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

46
42
50
28
52
31
33
55
9
Visit success (based on intent) impacts every
other mission-level metric

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

31
How successful is the visit?
50
28
Will they return?
91
2
28
50
10
Visit success (based on intent) impacts every
other mission-level metric First Time Visitors

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

31
How successful is the visit?
40
41
Will they return?
86
3
46
34
11
Visit intent varies across site types Brand Sites

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

n 4,990 sessions
12
Brand Site Success Varies by Intent

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

41
49
53
25
47
33
45
36
13
Visit success (based on intent) impacts every
other mission-level metric
25.2

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

How successful is the visit?
41
49
What does that do to brand equity?
Delta 10
83
73
71
89
Delta 18
14
Visit success (based on intent) impacts every
other mission-level metric First Time Visitors
24

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

How successful is the visit?
31
58
What does that do to brand equity?
Delta 9
82
73
Delta 18
87
69
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Lessons Learned

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

• Site effectiveness improvement begins with an
  understanding of the dynamics of visitor intent
  and success
• Sites should quantify intent distribution and
  evaluate the sites mission, content, and
  resource allocation within this context.
• Visit success drives every other metric. Period.
• To raise all site metrics, focus on the factors
  that enable visit success and the factors that
  impede visit success for each category of visit
  intent.
• Will Rogers was right. You never get a second
  chance to make a first impression. Failure on
  the part of the first-time visitor represents
  wasted investment and lost opportunity of
  staggering proportions.

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Measurement Methodology - Entrance

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

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Measurement Methodology Exit

• Measuring what matters
• Patterns of visit intent
• Visit intent varies by site
• Visit success varies by intent
• Impact of visit success
• Lessons learned

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