A dogmatic faith in reporting tools and top-line quantitative data can be crippling to an online business. Sometimes you need qualitative analysis and by-visitor level data in order to truly understand the fluctuations in activity on your site.
Too many companies are relying solely on quantitative data to report problems to them.
The biggest inhibitor to developing sophisticated models of your consumers is the huge explosion of data; how do you know which of it is relevant and which is randomness? Despite a huge focus on reporting tools over the past 10 years, conversion rates have steadily dropped and websites are finding it difficult to remain competitive.
They can’t make sense of the data.
In Forrester’s Q1 2012 global survey of customer analytics professionals, respondents reported that the greatest problems they faced were managing and integrating data from multiple sources (54%) and ensuring data quality (50%). Having put analytics tools in place, what next?
If it’s difficult to make sense of quantitative data, this implies that companies need qualitative data in order to inform their marketing decisions. Without a reliable, committed and sophisticated technique to collect the opinions of your customers, when you see that 10% rise in conversions following a change in site design disappear, how do you know if it was the novelty factor or because you ran out of a certain type of stock? Or you ran an offer that was successful - but why was it successful? Was it the brand of the shoes on sale or the marginal reduction in price?
Companies need to start performing ethnography and then creating personas in order to understand their customers.
Without real commitment and a person-centric vision of their customers, companies in the 21st century will start to fall behind. While companies have always referred to themselves as customer-centric, the new power of customers to shop around means that a real driver of success is a profound knowledge and engagement with customers.
Qubit’s customer feedback tool allows companies to insert a light box when a visitor behaves like they’re leave the site (sensed by our behavioural learning algorithm). Approximately 5% of customers on our clients’ websites leave feedback. While this is not the only way to obtain customer feedback - one might organize online focus groups or conduct depth interviews - this is a truly 21st century way to garner customer feedback and integrate it smoothly into the user experience of your website. Upon leaving, your customers get the opportunity to tell you what they think, and see that you care.