Customer satisfaction is not enough to increase profits

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The Web promises to do so in a much easier way just to satisfy its consumers by creating an individual-friendly online experience, but also to measure and perceive the degree of consumer satisfaction.

However, many small and giant corporate marketing specialists find that even when the satisfaction score is high, sales expansion is not achieved, leading to the question of whether satisfaction ratings are indicative of the website’s advertising success.

Many sites are informed of this on their own: visitor satisfaction scores are not directly similar to revenue.

For example, as a component of the research, donors were invited to a popular online flower shop and provided feedback. This is what emerges: many people were satisfied. “The costs are good, the site is well organized, and the selection is excellent. ” as one of the respondents said.

However, after further examination, it became clear that while the online store seemed to offer wonderful satisfaction to the visitor, it was not a good fortune for visitors.

Approximately part of the users were unable to complete the acquisition or surrendered when asked to locate a bouquet and put it in their shopping cart. In fact, many consumers discovered that the site was an impediment to an acquisition. “The idea that the site was simple to use, however, there were little things that bothered me. If I was in a hurry, I would have told you, ” said one student.

In order for sites to offer not only maximum visitor satisfaction, but also the best luck for users in revenue-generating tasks, marketers want to ask themselves the following questions:

First, do you create your site to achieve your profit goals?Many companies behave as if the answer to the previous query is “No”. They organize their sites into business-centric categories, talk about marketing jargon, and offer few recommendations to customers. .

These sites may advertise a broader logo symbol and produce good enough visitor satisfaction metrics, but they fall short when it comes to supporting revenue-generating transactions.

Successful conversion into consumers requires more reflection, visitor studies and iterative development.

Second, is it measured by the right people? It has been known for some time that Internet users are not exclusively looking for sites that they intend to buy.

When asked about their experiences, these bums and storefronts give positive notes, demonstrating the attractiveness of the sites visited. Measure the right other people and you’ll get meaningful answers to your questions.

For example, if you want to generate online purchases, start with the other people who are making plans to buy and see where your site stands in the way. Measure the other wrong people, and you can let storefront shoppers drive their marketing specialists crazy.

Third, do you measure things? Some sites obviously frustrate shoppers with dead links and corrupted pages. Over the next week, Big Basket has been driving me crazy without visual eyelashes for the final payment. Well-designed sites are likely to have a hard time, too.

They can measure home page layout, color scheme, and layout without users getting involved in responsibilities such as creating an account, verifying, or requesting data from a reseller. As a result, sites may attract attention but will not generate sales. let’s take an example: the retail purchase process. Some sites do not offer a transparent path between product data and payment, while other sites discourage prospective buyers by asking for too much non-public data.

These upsets don’t necessarily make shoppers feel like they’ve had a bad experience, however, they are a barrier to sales. By measuring the right things, sites can resolve genuine disruptions that contribute to the company’s business good fortune.

Fourth, did you ask “why”? We’re in the era of six-question research. The fact that corporations collect visitor feedback is encouraging, but those surveys occasionally don’t go beyond a seven-point score. At best, a maximum score gives the site owner the right to boast, however, neither a maximum score nor a low score provide transparent rules for making business decisions or provide specific feedback on the “why” of the note.

One way to solve this dilemma is to ask questions that give a more complete picture of satisfaction, for example, not only to wonder how satisfying the general delight was, but to identify the levers that led to that satisfaction. the actual habit of the user and explore as deeply as you can imagine the reasons for the response. Asking “why” makes the difference between an unnecessary satisfaction score and the start of an action plan for a site’s good fortune.

Fifth, what’s the big picture? Web marketing specialists occasionally rejoice when satisfaction rates improve, but the numbers don’t match sales revenue.

A non-unusual explanation of why competition is: Sites can solve basic problems, but they may still lag behind other sites in the industry. To ensure that the company site continues to generate revenue, marketing specialists and designers want to pay attention to the entire visitor. comparing over time and tracking the industry’s most productive practices.

They can identify why some consumers replace and why others stay. They would probably know that the Internet is larger than their few sites.

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