Our archive of corporate website visitor surveys, which we’ve been conducting for clients since 2011, continues to grow – to more than 425,000 currently. We recently presented an update on what this body of research can tell us about how to serve your visitors more effectively. Here are the highlights.
For a full recording of the web meeting, please email Dan Drury: firstname.lastname@example.org.
Corporate website measurement is maturing
Digital managers want to measure engagement and journeys rather than simply tracking visits or downloads through analytics: they want meaningful information – did users achieve their tasks and if not, why? Using surveys and analytics together, as we do for some of our clients, can help answer these questions. We are able to see at a granular level, what particular audiences did on a site, or where visitors failed when trying to do something specific.
There is much room for improvement when it comes to ‘goal achievement’
Only just under half of survey respondents, 48 per cent, say they achieved their goals on corporate websites. Nearly a quarter of respondents say they definitely did not achieve their goals, and 28 per cent ‘partly’ achieved them.
Jobseekers and customers continue to outnumber other visitors, but only sometimes succeed
The largest audience on websites, according to our surveys, is jobseekers, and the biggest reason for visiting a corporate site, at 39%, is to search for a job.
The second biggest audience continues to be customers, at 25%: confirming what our analytics suggest – that customers are indeed present on corporate sites, whether site managers want them to be or not.
Of those, almost half come for customer service or to find out about a specific product. Sites which fail to address those needs, or at least to direct customers to the appropriate place to serve them, risk alienating customers.
Our surveys suggest this is happening more than digital managers may like. Customers may be the second biggest audience on corporate sites, but they are least likely to achieve their goals of all corporate audiences, with a goal achievement rate of 41 per cent. Journalists and CSR analysts do not fare much better, with a 46 per cent success rate, while many web managers might worry that their largest audience, jobseekers, only succeed half of the time.
Jobseekers have the most positive perception of the brand, and customers the least
We measure how corporate website visitors’ perceptions of a company’s brand improves or declines after visiting the site. Jobseekers are the most likely audience to have their brand perception improved after visiting, at 55%. In contrast, only 34% of customers have their perception of a company improved by a corporate website visit. Investors, on the other hand, tend to leave with their perception unchanged: a challenge to investor relations teams?
Failure to achieve goals is linked to a decline in brand perception
Overall, 44 per cent of survey respondents leave with a better perception of the company (in itself an opportunity for improvement), but only 24 per cent of those who fail to achieve their goal do so. Helping website visitors complete the tasks they came for could improve the company’s reputation.