Woolworths is making changes to its web site after conducting an online survey of customers’ experiences on the site.
The retailer has used Keynote Systems’ WebEffective technology for its research, featuring a sample of 325 visitors to its web site, in an attempt to better understand their online behaviour and needs.
WebEffective tracks customers’ behaviour as they conduct activities on the site, such as searching for product information or purchasing goods. At the same time, shoppers are asked questions about the site to provide quantitative and qualitative data.
Woolworths online marketing manager Mark Batty said that, from the survey, Woolworths has indentified changes that will give some quick wins to be implemented straightaway. “Some of the other changes to the site and projects relating to the strategic direction are much bigger initiatives that will take place over several months,” he added.
He explained that recent changes that have taken place are proving successful. Batty said: “User experience has always been important for Woolworths online, but it is only in the past 12 months that there has been a real focus on the front-end changes.
“The redesign of the homepage, which went live in August, was stage one of improving the customer experience. It offers greater ease of search and navigation when arriving at the homepage.”
The research system was active on Woolworths’ site again at the time of going to press. A box that appears on the homepage explains to customers that, if they participate in the survey, it will take 10 minutes longer to complete their intended task on the site. They are asked to download a small ActiveX application, which then guides them through the survey.
Keynote Systems UK & Ireland country manager Martin Stern explained that the system is of most use when research is rerun to measure the difference that site changes make to customer experience.
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