voice of the customer and usability optimization

Consumers globally have a passion for spirits. One category that’s generated a lot of interest is whiskey, from the peaty whiskeys of Ireland to Kentucky’s bourbon trail. While different state laws govern whether or not users can buy and ship alcohol online, there is a robust online community of sites selling whiskey, wine, and other spirits. But the audience for such a diverse product is wide. Voice of the Customer (VOC) surveys help brands better understand their audience demographics and get specific feedback on their site. What do the people who are buying from you want? Let’s take a closer look at how VOC methodology can help brands get a better understanding of who their customers are, as part of a broader integrated usability platform.

usability and Voice of the Customer

What is Voice of the Customer and How Does It Integrate with Usability?

Voice of the Customer technology is another term for market research or surveys. Surveys allow brands to ask questions directly and collect answers from real customers that visit their site. It’s possible to structure your survey as a feedback tab on your site, as an intercept that pops up while they’re browsing, or as a window that appears as they’re about to leave your site. Voice of the Customer research enables you to ask anything from questions about their customer experience to gathering feedback on design elements of your site. When these insights are integrated with other research – such as remote usability testing and information architecture-related research — it’s possible to develop a clear sense of what roadmap your website needs to take in order to appeal to improve your experience.

Who Are Your Site Visitors?

Often, the questions that brands focus on during a VOC initiative focus on learning more about who your customers are. Think in terms of demographic questions or questions related to jobs or interests. In the case of The Whisky Exchange, a UK-based global site that’s dedicated to selling a variety of whiskeys and whiskey-related products those questions might be:

  • Where do you live?
  • What is your age?
  • How often do you drink whiskey?
  • How much money do you spend monthly on whiskey purchases and beverages?

Insights from these questions can be used to help shape everything from marketing messages to design layout choices. Often, insights from VOC research on customer demographics can be combined with buying data, website analytics, and other mediums to develop a strong picture of who customers are.

Why Do You Visit the Site?

Understanding your visitors’ true intent is an important part of the research process. For example, users might visit The Whisky Exchange for a number of different reasons, including:

  • To purchase whiskey
  • To learn more about different types of products or brands
  • To price out specific bottles
  • To expand their general understanding of the spirit and its traditions
  • To find or purchase accessories

Or visitors could have a completely different intention that’s not on this list. By understanding what tasks and information that your buyers are seeking (both in terms of what they tell you and in terms of what they actually do), you’ll be best positioned to combine those insights with research into information architecture to optimize your navigation and website user paths.

Once you’ve determined what the user was trying to accomplish, Voice of the Customer is an easy way to find out if they were able to accomplish their task or not. If the answer is no, an open-ended question allows visitors to share some insights with you regarding the obstacles or issues that they encountered. These detailed answers often provide the texture needed to make smart decisions about solutions.

Voice of the Customer for the spirits category

Would They Recommend Your Site to Others?

Depending on how satisfied your customers are, they may become your brand’s biggest advocates. The end result here is that if buyers have a great experience, they’ll recommend you to friends, family, colleagues, and online followers. Word of mouth marketing is priceless to brands; it’s highly trusted and tends to have a strong conversion among all segments of consumers. Ask visitors whether or not they’d recommend your site to others. You can then use the data to categorize visitors according to the Net Promoter Score framework, and develop plans for deepening your relationship or building more trust with your customers as needed.

Brands that want to really understand their customers and optimize their buying experience need to focus on multiple aspects of the research process. An all-in-one usability platform such as UserZoom gives brands the potential to look at their sites from multiple angles. Use remote usability testing to understand how easy it is to complete your core site tasks. UX Benchmarking can reveal how you’re performing against your competitive set. Voice of the Customer lets you take a deeper dive into who your customers are and what they really want. When combined, these different information streams add up to a powerful plan to dramatically improve your usability and increase conversions in a way that affects your bottom line.

Are you interested in learning more about how UserZoom’s all-in-one usability platform can help your brand measure its user experience? Contact UserZoom today to learn more about our solutions and services.