de
en
Home > E-Business > Website Evaluation

Website Evaluation

The website as a marketing channel: are you using its potential to the full?

Aims

Company websites and e-commerce solutions are fundamental communication and sales media. However, companies frequently develop such solutions without having the necessary professional know-how to exploit their potential to the full. It is therefore crucial to gather information from the customer´s point of view. This can only be achieved by carrying out an onsite survey, where visitors to a site are recruited via layer or pop-up technology.
Since the Internet is a completely normal marketing channel, it should be covered by market research.

Results

  • Who visits a website? Customers, potential customers, investors, competitors?
  • With what (varying) expectations do they visit the website, and are these expectations fulfilled?
  • How is the website assessed overall?
  • How are technical implementation and content of the site assessed (e.g. in terms of navigation, design, loading speed)?
  • Are processes such as "search-order-payment" clearly, logically and conveniently structured?
  • What are real obstacles for the user?
  • Where can a competitive advantage over rival companies be gained?
  • Why are potential customers not becoming actual customers?
  • How strong is customer loyalty? How can it be intensified?
  • Is there a coherent message? Is it leading to the making of a strong brand?

Applications

  • Website screening: survey of user structure, requirements and interests. This information aids planning of a re-launch.
  • Website satisfaction: measurement of how satisfied users are with what they are being offered.
  • Website monitoring: regular surveys of website satisfaction. These serve to detect trends, recognise diminishing levels of satisfaction and monitor quality, in order to counteract potential problems at an early stage.
  • Website benchmarking: onsite surveys on several sites of the same type, in order to make comparisons with the competition.
  • Surveying of visitors to corporate websites (image, message).
  • Surveying of shop visitors (purchasing behaviour, conversion).

Process

  • Each visitor to the website is contacted according to a specific, definable degree of probability.
  • Random recruitment via layer or pop-up technology.
  • Contact probability is defined on the basis of field time and hit rates.
  • The random sample generated in this way prevents people from taking part more than once, e.g. in order to receive more than one incentive.
  • Questionnaires contain open and closed questions.
  • We are able by experience to estimate:
    • the proportion of those taking part in the interview,
    • how termination behaviour varies during the survey,
    • whether there are any critical questions which lead to increased termination rates.
  • Sample size: approx. 60 - 100 per sub-target group/ a total of roughly 200 - 1,000 respondents.
  • Result: chart report with management summary and recommendations for action.

Managing Director
Dr. Frank Knapp

Managing Director Sales
Dieter Gabsteiger