Content optimisationProduct descriptions, information sections, FAQs
YourCX research will be great for maintaining high-quality product descriptions, as well as for optimizing information and support sections. In terms of these activities, we have prepared advanced mechanisms for data collection as well as reporting tools, thanks to which task management is simple and effective.
The basis for content optimization is declarative data concerning the e-commerce website user’s experience. This information can be obtained by means of questionnaires embedded in every relevant point of contact, e.g. product pages. A simple widget in the form of a button with the text “Rate the page”, “Report a problem” or “Share your opinion” will attract the attention of those users for whom the product description will be insufficient.
What do we ask about?
After calling the survey, the respondent will answer the question: “Is the product description sufficient?”. We can additionally ask the respondent to describe the details of the problem, as well as to make a screenshot of the page and mark the place where the problem occurred. The user will take a screenshot without leaving the website, directly in the survey embedded in the layer. We are also able to save screenshots of pages automatically, along with the full source of the page, so that the analyst will be able to check at any time whether the negative experiences result from actual deficiencies in the content of the product page, or maybe technical errors or incomplete loading of the page by the Customer’s browser.
The question about the product description is not everything. The questionnaire should be short, but it is worth supplementing the collected data with the right context, including the willingness to recommend the service (NPS indicator) and evaluation of the website transparency or ease of moving around the service. Furthermore, we can also find out which elements of the product page are the most important from the user’s point of view. Just prepare a proper cafeteria (a list of possible answers attached to this question) and ask what is important. Product pages are also a good idea to ask the customer what he or she intends to do after familiarizing himself or herself with the information on the site. Will it be an online or offline purchase, here or elsewhere, and if elsewhere, where exactly?
Problem with description and conversion
It is also worth remembering about additional context data saved by YourCX tool without the need to ask the respondent about it. Additional information concerns the devices used by users, subpages visited during the visit, traffic sources from which they come, their behavior during the visit and in the following months (including the conversion rate) and other events. Our proprietary solutions also allow for integration with CRM or ERP systems, which allows you to supplement the collected information with additional parameters so that you can relate the experience of the descriptions to a broader context.
You will obtain hard data on the correlation between the quality of descriptions and purchases. The conversion rate for traffic with description problems will be compared to those groups that do not raise such doubts or encounter other difficulties. You will also check the behavior of these users in the future, including the exact percentage of returns and purchases in the following weeks and months. Thanks to this procedure, product website research fulfils many tasks, from the source of information for current description optimization, to support in improving the conversion rate and identification of factors that negatively affect the experience in the purchasing process.
Not only product descriptions
You can also use YourCX system to obtain feedback which can help in the optimization of the content in the help sections. What information is missing? Was it easy to find the answer to the question? This data will also relate to future user behavior, including the frequency of contact with customer service. As our research shows a help section that does not meet user needs increases customer demand for contact with the Customer Service Centre, which increases spending on its maintenance.
As you can see from the example above, the information about whether someone has found help in the Customer Service section combined with the information about the actual contact with a consultant on the livechat gives a full overview of the situation. One in three respondents did not find help, although visitors to the FAQ page are less likely to be dissatisfied. People who have not found a topic 3 times more often than those who have found a topic contact the CS via Livechat in the following weeks.
Alerting about problems
Mail alerts (sent immediately after the event or in regular time intervals) provide practical support in current work on optimizing product descriptions and content on the website. Therefore, the person responsible for descriptions on the e-commerce website will receive signals concerning the negative experiences of users. Reports can be narrowed down to those that contain an open answer and/or a screenshot. The analyst also receives a number of contextual information that will help him/her to make a decision about the intervention. More information about the capabilities of the notification system can be found here.
There are many applications for YourCX research in current work, and combining declarative data with the context of future behaviour is undoubtedly helpful in assessing the scale of problems faced by users interested in purchasing or seeking help. By optimizing their experience, you make them not only buy more often but also more often recommend services or products of your company. You can read more about this in this article.