网站核心体验实操手册：10 种捕获用户反馈、驱动转化与忠诚度的实战方法.pptxVIP

Theessential

website

experienceplaybook

10waystocapturewebfeedbackanddriveconversionloyalty

3Introduction

4Feedbacklink

7Siteexitsurveys

10Helpsurveys

12levelfeedbacksurveys

14Post-transactionsurveys

16Formabandonmentsurveys

19Profilebuilding

22Marketresearchsurveys

25Usabilitytesting

28Panelrecruitment

Tableof

contents

2

IntroductionIfyou’readigitalbusinessleader,you’velikelyaskedyourselfthesetwoquestions:

HowcanIbetterunderstandwhyvisitorsbehaveacertainwayonmysite,orwhythey’rethere?

HowdoIdrivegreaterconversionandloyalty?

Inanincreasinglydigitalworld,gainingacomprehensiveunderstandingofvisitorbehavior

andprovidingtargetedexperiencescanmeanthediferencebetweenengagedcustomers

andlostbusiness.Best-in-classdigitalteamsunderstandhowtocapturefeedbackfromsitevisitorsatkeytouchpointsandthenusethoseinsightstodriveconversionandloyalty.

Inthisguide,we’llexploretenwaystocapturevisitorfeedbackandimproveyourdigital

experiencethroughtargeting.

QatrC

M

02

01

3

SECTION1

Feedbacklink

Sitevisitorswhofeelliketheyarebeingheardaremorelikelytobecomeloyalcustomers.Theirfeedbackcanyieldthecriticalinsightsyouneedtoadjustspecificexperiences,ortoaddvaluablefeaturesandserviceoptions.

Sitevisitorsshouldfeelliketheycanprovidefeedbackatanypointinthecustomer

experience.Afeedbacklinkallowsthemtoweighinviaaneasy-to-recognizetabthat’spresentatthebottomorsideofeverypage.

Qualtrics

customerxMM

ofvisitorsleaveyoursitebecausetheybelieveyouareindiferenttothem.1

Feedback

link

68%

1EelanMedia

5

Anefectivelinkallowsvisitorstosubmittheirfeedbackimmediatelyandeasily.Visitors

shouldnothave