SOURCE: iPerceptions

iPerceptions

March 01, 2011 08:00 ET

iPerceptions and Peppers & Rogers Group Offer Ten Tips for Making Websites Stickier

Companies Are Advised to Understand Why Customers Abandon Websites and Develop Effective Responses to Keep Them Engaged

MONTREAL--(Marketwire - March 1, 2011) - iPerceptions Inc. (TSX-V: IPE), a leading provider of web-focused Voice of Customer (VoC) analytics based on actual visitor feedback and Peppers & Rogers Group, today announced Ten Tips for Making Websites Sticker. These recommendations are based on data from thousands of iPerceptions' surveys and analysis from Peppers & Rogers Group. The data and analysis reveals that while it's fairly easy for most companies to identify at which point during an online interaction a customer has abandoned, it's historically been more challenging to determine why they abandoned. (Source: Ten Tips for Making Websites Sticker, Peppers & Rogers Group, 11/30/10)

"Determining how to make a website more engaging and satisfactory for customers begins with understanding their motivations for visiting in the first place," said Duff Anderson, co-founder and vice president of research at iPerceptions. "This type of information can be gathered by conducting online surveys with customers and through other feedback mechanisms, such as Voice of Customer programs and focus groups. Behavioral information, like high percentage of visitor drop-offs at the same point in a particular task, can also help decision-makers determine with functions or processes need to be examined."

The report points out that when online visitors are actively engaged with a transactional website and they intend to purchase, it's important to make sure their shopping and checkout experiences are made as simple as possible.

"What separates e-tailers like eBay and Amazon is that they make it easy for people who return and repurchase," explains Dietrich Chen, director at Peppers & Rogers Group. "For instance, Amazon recognizes the preferences of its repeat customers, including products they've viewed. Amazon offers customers the option of adding items to a wish list if they're not interested in including certain products in their shopping carts at a particular time."

Trust is also a critical component in conversion. To help gain customers' trust during transaction stages, Lane Cochrane, vice president of insight at iPerceptions, recommends streamlining the checkout process.

"The more work that customers have to do on the back-end to complete a transaction, the more their trust will erode," said Cochrane. "You want to build customer's trust as they go through the stages of completing a transaction."

After companies have accumulated customer experiences and feedback to act on, it becomes easier to identify signs that customers are about to leave. Having this type of knowledge enables decision-makers to proactively manage those issues before they arise, in part through the use of predictive analytics.

"It's a circular approach where you identify problems, implement improvements and continually improve your processes," said Onder Oguzhan, partner at Peppers & Rogers Group.

Below is a compilation of recommendations from iPerceptions and Peppers & Rogers Group on the most effective ways to make websites sticker.

1. Identify and respond to online visitor needs when developing websites and online functionality. 
2. Make website navigation as simple as possible for all types of uses.
3. Create an engaging experience.
4. Evaluate human behavioral patterns.
5. Solicit and act on visitor feedback.
6. Create personalized, responsive online experiences.
7. Avoid drastic website changes.
8. Infuse ongoing testing and continuous improvement.
9. Promote social media connection points.
10. Regularly refresh content/promotions.

For a free copy of the full report Ten Tips for Making Websites Sticker, produced by iPerceptions and Peppers & Rogers Group, go to: http://www.iperceptions.com/resource-center/white-papers.

About Peppers & Rogers Group
Peppers & Rogers Group is dedicated to helping its clients improve business performance by acquiring, retaining and growing profitable customers. As products become commodities and globalization picked up speed, customers have become the scares resource in business. They hold the key to higher profit today and stronger enterprise value tomorrow. Peppers & Rogers Group helps clients achieve these goals by building the right relationships with the right customers over the right channels. Peppers & Rogers Group solves the business problems of our clients by delivering a superior 1to1 Strategy that removes the operational and organizational barriers that stand in the way of profitable customer relationships. Clients learn where to focus customer-facing resources to improve the performance of their marketing, sales and service initiatives. For more information, visit www.peppersandrogersgroup.com.

About iPerceptions
iPerceptions is a leading web-focused Voice of Customer analytics provider. Its webValidator Continuous Listening solution, 4Q Suite solution, Web Analytics Solution Profiler (WASP) and proprietary iPerceptions Satisfaction Index (iPSI) turn millions of data points into easy-to-understand strategic and tactical decision support for website marketers. iPerceptions' clients include such well-known brands as Dell, InterContinental Hotels, General Motors, Canadian Tire, Hyundai, LG Electronics, Choice Hotels International, BMW and Monster Worldwide. For more information, please visit www.iperceptions.com.

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