How would your site be described at the BBQ this weekend?


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July 4th BBQ – the Real Website Test

Without question, company websites are extremely critical and site performance quite rightly is analyzed every which-way possible. Continuous feedback is important and while web-metrics provide fantastic input, business managers have been known to dismiss reports as too technical. Online surveys are increasingly popular but can demand a lot from the site visitor and focus groups are expensive and used too infrequently.

The one piece of feedback rarely formally gathered is how customers describe a site to a friend. How would your site be described at the July fourth barbeque? With our user hat on, we get a ‘feeling’ for a site; we might call it cluttered, confusing or slow or we might say, it’s good. We do n’t analyze sites; we express ourselves with ungrounded opinions. We might say a site is easy to use; not that the use of tabbed navigation helps site orientation. As professionals, we want customer surveys and focus groups to tell us what to change on a site but our real job is to change the site to improve the gut feeling.

Recently Cisco embarked on an interesting project to collect data on customer ‘gut reactions’ on a range of sites, categorized by demographics and other factors. Which sites are good, which ones are cluttered, which ones clear, which ones not? With a simple 2-minute check, the data can focus where to apply effort and energy and just as critically, where you can ignore and save time.

Republished with author's permission from original post.

Terry Golesworthy
As the president of The Customer Respect Group for 7 years, I focus on the online experience of consumers. Online experience has always been bigger than the company website, from the response to email to integration to other offline channels. It has now grown to include social media.


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