The numbers are important and can say a lot about our customers. However, there is valuable information which can only receive if you hear what they think about you.
Since the beginning of the year, my bank launched a telemarketing campaign to try to position more credit cards to their customers. Surely this project is very important to them, as I have called 8 times en estos 3 meses. Lo peor es que recibo estas llamadas en los momentos más inoportunos: un viernes a las 8 de la noche, un domingo a las 10 de la mañana o durante un viaje a Sudamérica, con su respectivo costo de roaming.
El jefe de telemarketing o, como diría Joseph Jaffe, el Chief Interruptor Officer, logrará tener un efecto concreto la siguiente vez que me llamen, aunque aún no he decidido cual será. Sigo dudoso entre aceptar la tarjeta o pasar a la sucursal a cancelar mi cuenta.
Más allá del incierto éxito del marketing por interrupción, del que tanto habla Seth Godin, me pregunto si mi banco será capaz de recoger y analizar experiencias como la mía. O quizás sólo analizarán el éxito de la campaña en términos numéricos, es decir, reportando cuántas nuevas tarjetas lograron colocar.
Ahora, traslademos este caso al mundo en línea.
Hace unos días volví a escuchar una queja entre quienes están en el medio del comercio electrónico en México. Esta vez, de parte del director comercial de una importante marca que, además de vender a través de medio off-line, cuenta con un canal de ventas en línea. La queja fue: "Mi canal de eCommerce no sirve porque en México la gente no se anima a comprar en-línea".
Mi primera pregunta al respecto fue: "¿Cómo estás tan seguro that? "To which he replied:" After an analysis of the metrics for my site, I realize that there are many people making the reservation of my services on the site but does not complete the purchase, prefer to do the transaction directly in my branches. "
My next question was:" How are you so sure that prefer to do the transaction in your branches and not on your site? "His response was:" The numbers say it. "
is a problem analysis.
Both cases are examples of a common problem in the analysis: the extreme focus on numbers. The numbers are able to describe what happens on our site give us valuable information in a quantitative way. But this is only part of the story, the second essential part of web analytics is focusing on qualitative information. The type of information that can tell us why things happen.
The example of electronic commerce, commercial director's statement is a true part and the other uncertain. While it is entirely correct to assert that "people are not completing the transaction online, there is not enough information to declare that the reason is" people in Mexico are not encouraged to buy online. " This is only a hypothesis about the behavior of their visitors.
Would not it be interesting to know how many people really wanted to complete a transaction online but just did not make it? Experiment
Some time ago I did an experiment to try to measure the maturity of the online E-Commerce in Mexico. Wanted to buy a LCD screen and decided to shop online. To keep things simple, I started the experiment after taking the decision on which brand and model to buy.
The executive summary of my experiment might look like this:
Time taken: 2:30 pm
Sites visited: 6
Summary of problems encountered:
internal search: Using the form of one of the sites, the results I deliver products that are related to appliances, electronics and photography, but no screen or television. After 10 attempts, I gave up.
Navigation: Another place has no form. I try to navigate the entertainment category, but search through hundreds of products in this category demands too much time. After 15 minutes, I gave up. Cart
: I found the product you are looking for somewhere else, but when added to cart took me a different product. In the sixth attempt I managed to add just the product wanted, but at this point distrust made me give up.
Catalog: On another site it took only 15 seconds to realize that they had to catalog the product you are looking for. This was the best user experience throughout the experiment. Thank you for respecting my time! Result
After many failed attempts I closed my computer, I got in the car and went to the nearest store. Two hours later I was at home with the screen.
the end of the experiment I noticed 2 problems:
Logistics: Experience instant satisfaction I felt, having the home screen only 2 hours, there would have been the same for my purchase online. I never read the point of delivery terms, but I fear it probably would have had to endure several days of waiting and a wide delivery schedule (8 am to 9 pm for example).
Accessibility: After a couple of days, someone made me realize that I forgot to include an important place in the test. It is unfortunate that this site has never appeared in the results of search engines. Conclusion
is very likely that I am not an exceptional case and that this experience is repeated a few thousand times per month on all those sites. But the major revelation of this experiment is as follows:
Reports from all the sites visited appeared as "a visitor who did not buy." And a person reviewing this information could be inferred incorrectly that I was "a visitor who did not dare to buy." Solution
If you want your visitors to find out why they act the way they do, the only way to know is to ask them. There are many tools on the market that make it possible to obtain qualitative and help you discover the why of things. These tools focus on measuring customer satisfaction (or commonly known as Voice of Customer). Are usually surveys that you can apply a certain percentage of your visitors and satisfaction information obtained at the page level or at the comprehensive visit your site.
some time ago, the director of one of the biggest brands in business (online and offline) told me: "I do not know if my strategy to focus on driving online sales, or should I make my site the best catalog products online and then drive traffic to my branches. " To which I replied: "It's a great question! But do not me me, ask that visitors to your site. Find out what they expect from you." The solution may be as simple as sending a mail survey to your database
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