Consumer Research
Web Assessment Services
“On the world wide web, the brand is the experience and the experience is the brand.”
(The McKinsey Quarterly)
What do your customers and potential customers experience on your website?
- Online experiences and services such as websites influence, for better or for worse, consumers’ perceptions of a brand.
- The importance of the online channel, either for informational or transactional purposes, is clear and it will inevitably become more significant.
- Data from a mystery shopping or customer feedback study can be analysed to provide action-focused reports and learning materials for web designers.
ORC WebShop
Web mystery shopping to ascertain whose on-line stores are most effective in converting and facilitating sales – yours or your competitors’?
Does your website offer an excellent online service?
An excellent online service differentiates otherwise similar competitors in a way that is important to customers – it is for this reason that mystery shopping seeks to measure the service process rather than the service outcome. The emphasis is on what did/did not occur as the service process unfolded, rather than on attitudes and opinions about the service experience per se.
Mystery shopping will help uncover the weakest link in your website
- How long did it take to complete the transaction compared to your key competitor?
- Which part of the process doesn’t work?
- At what point is the shopping trolley abandoned?
ORC WebCheck
Live evaluations to assess consumers’ impression of your website from overall “look and feel” and usability to how their perceptions of your brand may be influenced.
Does your website match customer expectations?
Expectations – and how an interface measures up to these – are as crucial in determining user satisfaction and retention as actual experience.
Customer feedback will help determine the success of your website
- Is the content of your website well signposted? Do users get confused or frustrated before reaching their target?
- How long do customers take to navigate the layout of your site? Do customers become lost?
- What does your website say about you? Does the look and feel fit your brand or product?
- Is your website engaging? Will customers return to the site or recommend it to friends?
- Will they register with you?
ORC iTrack
Technical eye-tracking tests to identify the areas of prime real estate on your website and to help you understand how consumers use your website.
What is the best position for logo, text or image on your website?
Understanding how consumers view web pages will help you design your site with the optimum layout to display your brand and/or product at its best. An eye-catching site, which engages the end-consumer, will help build brand buzz.
Eye-tracking will uncover unconscious behaviour; not what the user thinks or says they do
- How do consumers “read” websites?
- In what order do they move about the page? What catches their eye first?
- Which part of the screen is most often overlooked?
- How many times did the consumer look at your logo and for how long?
Click here to contact the Consumer team >>
Alternatively, contact Marketing on 020 7675 1151 or e-mail website@orc.co.uk
