Comments on: Overview & Importance of Qualitative Metrics http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html Pluralitas non est ponenda sine neccesitate. Thu, 02 Sep 2010 13:36:06 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Let Your Customers Design Your Website » (EMP) E-Marketing Performancehttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-492002 Let Your Customers Design Your Website » (EMP) E-Marketing Performance Wed, 21 Apr 2010 14:33:23 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-492002 [...] Let’s say your homepage was totally redesigned and the conversion rate for its primary conversion goal dropped by 2%. Each person that has any say in the company probably has a different opinion about what the problem may be. “The picture should be different” or “The headline should be different” or “It should be my picture there instead of the CEO’s” or whatever. Well, who’s right? Who knows.The good news is, there are two ways to gain truly accurate information about why something is happening on a website that most companies simply are not taking advantage of … surveys and testing. [...] [...]
Let’s say your homepage was totally redesigned and the conversion rate for its primary conversion goal dropped by 2%. Each person that has any say in the company probably has a different opinion about what the problem may be. “The picture should be different” or “The headline should be different” or “It should be my picture there instead of the CEO’s” or whatever. Well, who’s right? Who knows.

The good news is, there are two ways to gain truly accurate information about why something is happening on a website that most companies simply are not taking advantage of … surveys and testing.
[...]

]]> By: Why Twitter is lost on the Enterprise firms « The Kismetic Strategisthttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-488085 Why Twitter is lost on the Enterprise firms « The Kismetic Strategist Wed, 29 Jul 2009 17:14:38 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-488085 [...] Optimize your web presence. It goes without saying that your website should be quantitatively optimized to increase traffic and drive conversions. Less obvious, but equally important, is the need to understand what your traffic really wants, and deliver it to them. For example, you may find yourself on a plateau of a 3 percent conversion rate, and extrapolate how much revenue you can drive by increasing that to 4 percent. But this implicitly assumes all traffic wants to convert. What if a survey of your traffic found 20% was on the verge of buying, and looking for information to help with negotiations? You could create pages touting the high price of ownership of your competition, thus driving down their profits. What if a survey found 10% were looking for information to give to their bosses? You could create collateral specifically focused around this segment. The point is, you probably don’t know this today, because you don’t implement surveys. Fortunately, like they are fast, friendly, and free. [...] [...]
Optimize your web presence. It goes without saying that your website should be quantitatively optimized to increase traffic and drive conversions. Less obvious, but equally important, is the need to understand what your traffic really wants, and deliver it to them. For example, you may find yourself on a plateau of a 3 percent conversion rate, and extrapolate how much revenue you can drive by increasing that to 4 percent. But this implicitly assumes all traffic wants to convert. What if a survey of your traffic found 20% was on the verge of buying, and looking for information to help with negotiations? You could create pages touting the high price of ownership of your competition, thus driving down their profits. What if a survey found 10% were looking for information to give to their bosses? You could create collateral specifically focused around this segment. The point is, you probably don’t know this today, because you don’t implement surveys. Fortunately, like they are fast, friendly, and free.
[...]

]]> By: Web Analytics Wednesday Beijing: Measuring branding campaign effectiveness with Dynamic Logic « Chinalytics Longmarch Bloghttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-480354 Web Analytics Wednesday Beijing: Measuring branding campaign effectiveness with Dynamic Logic « Chinalytics Longmarch Blog Tue, 06 Jan 2009 10:05:32 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-480354 [...] Answering the question is critical, since analyzing what your visitors did online (Clickstream analysis - clicking on the banner, clicking in links on your site), does not directly relate to the results brand advertisers are targeting (often brand awareness and brand preference). Many of us have tried more complex models like engagement modeling or combining quantitative analytics data with qualitative metrics to come closer to understanding the branding impact of a campaign. The challenge remains unanswered neither approach is able to tell you what effect the a branding campaign perceptions and attitudes, since both lack effective control groups. [...] [...] Answering the question is critical, since analyzing what your visitors did online (Clickstream analysis – clicking on the banner, clicking in links on your site), does not directly relate to the results brand advertisers are targeting (often brand awareness and brand preference). Many of us have tried more complex models like engagement modeling or combining quantitative analytics data with qualitative metrics to come closer to understanding the branding impact of a campaign. The challenge remains unanswered neither approach is able to tell you what effect the a branding campaign perceptions and attitudes, since both lack effective control groups. [...]

]]> By: Sebhttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-471903 Seb Wed, 17 Sep 2008 18:28:49 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-471903 To follow up an give a real world example on my post, consider online banking (the area I work in). A major barrier to the uptake to online services (logging in, checking your balances, transferring money, making payments, buying products) is security fears.It's possible to build the world's most secure website, however, this will be no good if it's not usable.You can achieve a trade-off between actual security and usability, however again, it's no good if the user is still scared.Web analytics on their own make it hard to track the emotions involved, as we are usually talking months to years until somone first starts to use the internet, until they are comfortable performing financial transactions online. There are of course tactics to speed this along, although without offline research it's hard to gain this insight to make your web experience better... To follow up an give a real world example on my post, consider online banking (the area I work in). A major barrier to the uptake to online services (logging in, checking your balances, transferring money, making payments, buying products) is security fears.

It's possible to build the world's most secure website, however, this will be no good if it's not usable.

You can achieve a trade-off between actual security and usability, however again, it's no good if the user is still scared.

Web analytics on their own make it hard to track the emotions involved, as we are usually talking months to years until somone first starts to use the internet, until they are comfortable performing financial transactions online. There are of course tactics to speed this along, although without offline research it's hard to gain this insight to make your web experience better…

]]> By: Sebhttp://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-471902 Seb Wed, 17 Sep 2008 18:15:22 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-471902 It becomes even more challenging to consider qualitative metrics when much of our thoughts are in the subconscious (the figure of 95% is offered by Gerald Zaltman in his book How Customers Think).As this blog demonstrates, effective web analytics (leading to insights that help reach/better objectives) is no easy matter, especially when we are dealing with the human mind... It becomes even more challenging to consider qualitative metrics when much of our thoughts are in the subconscious (the figure of 95% is offered by Gerald Zaltman in his book How Customers Think).

As this blog demonstrates, effective web analytics (leading to insights that help reach/better objectives) is no easy matter, especially when we are dealing with the human mind…

]]> By: web2grow - web stuff »http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html/comment-page-1#comment-91 web2grow - web stuff » Tue, 30 May 2006 02:55:31 +0000 http://www.kaushik.net/avinash/customer-satisfaction/overview-importance-of-qualitative-metrics.html#comment-91 [...] http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html [...] [...] http://www.kaushik.net/avinash/2006/05/overview-importance-of-qualitative-metrics.html [...]

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