We have survey data on corporate sites going back to 2011, more than 300,000 responses in all. We’ve just updated the data to include the latest data for ‘goal achievement’ (asking visitors whether they succeeded in finding what they were looking for).
The above charts show the difference in ‘goal achievement’ between those looking for ‘corporate’ information – financial, jobs, news – and those looking for product or service information, usually, but not always, customers.
The top chart shows that across all of the sites we have looked at, visitors looking for corporate information are succeeding more than those looking for sales, marketing and customer service, which is understandable, given digital teams’ focus.
Breaking this down further, those looking for ‘News’, ‘About’ and ‘Financial information’ are the most successful, with those looking for specific product information, technical support or to make a complaint, leaving largely disappointed.
On the customer side, while corporate sites are often not intended to serve consumers (and in some cases are prohibited by law from doing so), the data is clear that they do visit. Rather than denying the existence of customers on corporate sites, simple, prominent and frequent signposts are often a quick win, directing visitors to products, technical support or complaint forms. On the corporate site itself, detailed contact pages can often help too. It is also worth giving longer-term strategic thought to how your corporate site (and company) should be dealing with consumers.
On the corporate side, goal achievement is not as high as it could be. The relatively high number for ‘News’ for example, may mean sites are good at presenting the latest stories to general audiences, but the site may still be weak at serving journalists. ‘Job search’ has a low percentage for goal achievement, in part because of dissatisfaction at not getting the role, which is out of digital teams’ hands; but corporate websites can almost always can do more to satisfy what is often the biggest visitor group on corporate sites.
On Wednesday, March 21st, Bowen Craggs will present a web meeting on our unique approach to corporate website visitor surveys, and the findings from our comprehensive data set. For more details and to sign up, visit our registration page. For information on other Bowen Craggs events in 2018, please visit our website.