How do you qualify the quality of visits to your site? Are your site visitors satisfied and what metrics should we be looking at to measure success? While the number of visits to your site is a key metric, you can’t watch that metric alone. Instead, you need to consider the quality of each visit to each web page.
The first three metrics that come to mind are bounce rate, page views per session and, of course, conversions. While these fundamental areas of website performance measurement are critical, they don’t tell us exactly what your visitor is thinking and whether they are satisfied. For example, most marketers think the more time a visitor spends on their site the better. While this may be the case in certain circumstances, it is not the case for mobile visitors. Most often, mobile visitors are not there to browse. They are looking for a specific bit of information such as a store locator or product information. For these visitors, the less time to find the information the more satisfied they will be.
So, what’s the best way to get right down to the nitty-gritty of the visit? According to research conducted by Fred Reichhed and Bain & Compay, author of The Ultimate Question, just ask your visitors one question about your business: “On a scale of zero to 10, how likely are you to refer to a friend or colleague?”
This score, called the Net Promoter score, has become a standard way many Fortune 500 companies evaluate customer satisfaction and predict future growth.
Is your product or service valuable enough to be shared on Facebook? Would your visitors recommend your site? If you truly want to succeed online, you need to survey your visitors to gain important feedback, to create customer preference files or to understand key buying trends. Your customers ask brand questions all the time—on Facebook, on LinkedIn or on Twitter.
“What would you recommend?” they ask each other. What do you think they’d say to you? Only the bravest brands ask their customers what they think or what they want. It seems so logical, though.
There are a number of simple survey and analytics tools to help you ask your customers this simple but powerful question. Let the team here at Inflexion show you how to develop a plan to use site analytics and smart surveying of your customers to evaluate what is working and how you can better serve your customer’s needs. After all, the best way to build new business is to obtain referrals and sales from happy current customers so why not focus on providing your best and evaluating the results. You can do so by asking the “Ultimate Question”.
