27% of web visitors experience little or no success

In the January 2010 WeBenchmark survey of B2B software websites, 27% of visitors across all participating websites stated upon exiting that they with today's visit had experienced little or no success.

How is your website performing?

Sign up for a free trial of the WeBenchmark Website Effectiveness Survey Program to learn how your website is performing, discover what you can do to improve your website, and unlock the potential of more successful visitors.

WeBenchmark.com launched to cater the growing demand for comparable survey insight on website effectiveness

FeedbackMetrics today launched WeBenchmark.com, a new on-demand survey and benchmark service committed to businesses' website effectiveness.

The new and unparalleled survey and benchmark service enables any business, regardless of size and budget, to measure, benchmark and act on its website effectiveness.

"Today many companies run a website effectiveness survey program as it enables them to improve their websites by listening to visitors. What WeBenchmark.com offers is a survey and benchmark service enabling companies not only to analyze their recent results and trend data, but also compare their websites to the results of their industry week by week," says Kjell Oksendal, CEO of FeedbackMetrics.



More info:

• View news release
• Visit http://www.webenchmark.com/

How to measure the effectiveness of your website?

If you are responsible for managing your business' website, chances are high that you use visitor behavioral data (e.g. collected by Google Analytics) to measure your website performance, and ultimately, the return of your website.

Visitor behavioral data is great when reporting on unique visitors, page hits, traffic sources, navigation, exit pages, etc., and very useful when wanting to improve visitors' experience in terms of e.g. number of clicks needed to complete an operation.

But reliance on visitors behavioural data fails when trying to measure (and improve) the effectiveness of a website. The effectiveness of a website is based on visitors' success when trying to fulfill the objective(s) at mind when visiting the website. And while visitors' success might be revealed using behavioral data (e.g. did the visitor go through with the purchase), this can at best only be speculative as behavioural data cannot provide you with visitors' various objectives in the first place.

True measurement of website effectiveness should be based on visitor attitudinal data obtained via a web survey when visitors are on your website. In general businesses choose one of the following strategies when implementing a website effectiveness program:

1. Ad hoc survey (one-off survey measuring the effectiveness within one time period)
   Pros: Easy to implement
   Cons: No comparative data


2. Trend survey (continuous survey measuring the effectiveness)
   Pros: Monitor the website effectiveness over time
   Cons: No industry comparative data


3. Trend and benchmark survey (continuous and standardized survey measuring the effectiveness of your website and others within your industry)
   Pros: Monitor the website effectiveness, both over time and compared to benchmark for your industry
   Cons: None

We recommend strategy 3 as comparative data - both trend and industry benchmark - are crucial when determining how effective your website is.

Measure. Benchmark. Act.

This is what it is all about. This is what we are all about.

We founded FeedbackMetrics on the vision that feedback measured needs to be benchmarked with industry data to enable businesses to act more successfully.

Welcome to our first blog post :-)

It all started in 2008. With more than 20 years of experience from the survey software and market research industries, we were surprised with the lack of affordable survey metrics and industry benchmark within the field of Enterprise Feedback Management (EFM).

Businesses investing in EFM seem to typically follow one of two strategies:

• Strategy 1: Do it yourself
  The company licenses a survey software technology, and develops/implements its own customized survey methodologies (e.g. a website effectiveness survey) and/or licenses a third party methodology with benchmark (e.g. ACSI).
  
• Strategy 2: Let a consultancy do it
  The company outsources its EFM initiatives to a CRM/Customer Experience, HR, or Web Usability consultancy. The consultancy uses its own methodology and technology.

Both of these strategies come with pros and cons. And some companies combine strategy 1 and 2 to outweigh the cons.

In our view, a third-party survey methodology with benchmark (regardless of strategy 1 or 2) has traditionally been very expensive.

FeedbackMetrics will in 2009 introduce several new affordable survey metrics and industry benchmark products (hosted on-demand / Software as a Service (SaaS)) in the areas of website, customer, and employee feedback.

Stay tuned :-)