At Flynn, we typically perform three kinds of research to create a comprehensive view of what our client’s customers want out of a website, how they behave on the current site, and which content they find most engaging.
Conducting primary research with your current customers—and, ideally, prospective customers—will help you understand who they are and what they need and want from your website—as well as what they’re not currently getting.
You’ll get insights about what’s working well, what needs improving, and what’s missing. Research can reveal things as broad as general online behaviors and motivations, or as specific as how users perceive certain aspects of your site’s content or functionality. It can also highlight top reasons visitors use the website, key functionality and features users say they need, or what they feel needs to be made easier.
While internal research should definitely include analytics, don’t overlook the importance of a comprehensive cataloging of your existing site, and website-related comments received by your call center and other customer service channels.
Digging into your web analytics will reveal insights into your site’s performance such as page views, time spent on page, and typical navigation paths. You may find new nuggets of information that focus your attention on specific pages. If your goal is to drive revenue growth through your site, you’ll want to study your analytics to optimize pages along the path to purchase, or introduce new functionality to reduce customer effort.
Cataloging all your current website content, including pages, functionality, and tools, is also essential. Organizing your current content will help you complete a “gap analysis” that highlights what’s missing.
If your goal is to reduce customer care costs, take a close look at your call center data to understand why customers are calling rather than using the website. If they’re consistently looking for the same type of information or other content that’s not on your site, make plans to add it. If they’re trying to complete a task that’s taking too much time and causing frustration, investigate new functionality, or even a new platform that will make it easier for them.
We’d love the chance to talk with you about how data and daring can help drive your business. Just give us a call or fill out the form and we’ll get back to you shortly.
175 Sully’s Trail
Pittsford, NY 14534