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Integrated attitudinal and behavioral data to pinpoint specific improvement actions

Targeted usability tests provide a great amount of actionable recommendations about the areas you're testing. But one of the major flaws with customer satisfaction surveys has always been actionability: learning that people are dissatisfied with trying to find prices on your site is interesting, for example, but hard to know how to fix it without knowing more.

Tying both attitude data (satisfaction, ratings, customer-perceived success, etc) and behavior data (clickstreams, metrics) together provides much more actionability than either of the two alone.

There are several great tools to simplify doing this. These allow you to perform a rules-based interrupt process and serve an invitation to a site. The invitation simply asks if he's willing to participate, and if so, what he's trying to accomplish during this visit. (It also tells him we'll collect his path data if he agrees to participate.) He's then told to continue using the site, and return to three simple questions when he's done.

When he feels he's done with his visit, the survey asks whether he succeeded in whatever he was trying to do, how satisfied he was, and any comments he'd like to provide. In the meantime, the tool collected all of his clickstream data from the point he agreed to participate.

This lets us then look at the combined data in lots of new ways. For example, we can look at all people who failed a certain task and

  • compare the paths they followed with the paths people who were successful followed, and determine how to change the pages along the failed paths to lead to success
  • determine the tasks with the highest failures, compare the actual path data with the paths that our designers hoped people would take, and improve the scent of the preferred paths
  • look for pages with the greatest use of the back button (indicating a breakdown between the scent leading to that page and the actual content on that page)

This method has proven to be extremely powerful in helping understand exactly where our failure points are.

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