9/15/2023 0 Comments Awa insurance agency![]() ![]() AvisĪvis is known as one of the leading car rental companies in the world and they wanted to elevate the experience for their customers by doing more than just putting their customers in a car. “User feedback research gives you so much background on what to test-it’s key in giving you that ‘light bulb’ moment where you know what you should focus on,” Green offered. Running tests backed by consumer research ensures that the AWA team is able to make reasonably accurate predictions about the results their split tests will produce, even in a short period of time. “You’d probably have to do a year of split testing just to understand what you could have learned faster by just talking to the customers.” “Without using customer feedback, you just can’t get there as fast,” Green explained. The results? Canon was able to increase revenue across all regions while providing users with the experience they wanted, and generating ROI of approximately 700%. However, that message didn’t resonate with other geographies, so AWA advised using that space in the navigation to highlight other messaging important to that cohort. ![]() In the region where purchasing from an industry leader was important, AWA found that elevating this message was key to optimizing conversion rates. With this knowledge, AWA optimized elements of the messaging that have been identified as importance to users by geography. In other regions, such authority was shown not to be as important to consumers. In analyzing the customer research, AWA found that in some regions, users have anxiety about spending a lot of money on a camera, so they wanted to know that they were spending money with an authoritative, well-known industry leader. Such was the case with a recent test, run in different geographies, concerning product demand. Customer feedback gives AWA the ability to point themselves in the right direction and create winning tests the first time around. This makes accurate user feedback extremely important because there is almost no room for error. With the consumer electronics giant Canon, AWA has only a loop of 90-day performance windows to produce results. “…Qualaroo gives us insight into the mind of the customer, without which we’d be wasting time testing things that will likely fail…”īelow are some real-world examples of how AWA used Qualaroo to gather user feedback for their ecommerce customers. Rather than guessing at which elements of the site have the greatest impact on users, user research is one of the fundamental parts of AWA’s prioritization process. Give existing copy a more appropriate placement, such as placing it near a call to action.Rework the copy to be more explicit in order to remove the customer’s apprehension.Ensure there’s copy that speaks to those fears on the website.Having heard directly from the user, a conversion optimizer like Green can begin crafting split tests that do any of the following: Using that information, AWA knows they must help to ease that feeling of worry for the customer. We may be gathering user feedback where the customer asks, ‘What if I don’t like it? How long have I got to return it?’ There’s an example of an anxiety we must allay,” Green said. “Let’s say we find that 33 percent of people are concerned about the return period on an expensive item. With Qualaroo’s user feedback tools, AWA has been able to tap into the driving forces behind user purchases in order to build more effective split tests. This is why Green feels it is paramount to gather and act on user feedback when designing split tests to increase revenue. “I’ve been working in conversion rate optimization for 12 years, and while it’s possible to look at a website, run tests and make improvements based purely on experience, it’s still only going to be a win maybe 30 or 40 percent of the time,” Green said. “It always comes down to increasing revenue.” ![]() Why do you want to reduce conversion rate? ‘Because more people will buy.’ Why do you want more people to buy? ‘Because I want more money,’” – Green stated. We take that charge and strip it down to get to the underlying goal. “Sometimes clients will come to AWA with a mandate for us to improve conversion rate. ![]()
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