Make The Most Of Web Site Satisfaction Surveys

Customer satisfaction surveys are popular, but overall satisfaction scores don't produce actionable insights. Firms need detailed data on specific factors that influence visitors' overall perception of a site like content, navigation, and search. They also need to collect data on how the context of a visit influences satisfaction ratings and analyze the data to find trouble spots, understand how satisfaction influences future behavior, and prioritize site fixes. Though it's tempting to try to do everything at once, customer experience professionals should institute an ongoing program of short, focused surveys that will build their understanding of what visitors want over time.