NONE: Re: ONLINE-ADS>> Eliciting Registration
Re: ONLINE-ADS>> Eliciting Registration
Steve Runfeldt (Steve_at_CustomerSat.com)
Thu, 05 Mar 1998 04:06:41 -0800
I just spent the last three days at the ASQ/AMA 10th Annual Customer
Satisfaction
and Quality Measurement Conference, so I am a little late in seeing and
responding to these posts. The conference was great with many more
references to
the Internet than in past years. It is not just the high-tech firms who are
finding the Internet indispensable these days. Talks from folks in the
hospitality and travel industries mentioned the increasing importance of the
Internet. This was not too surprising. What was more surprising was the
interest in the Internet from industries ranging from natural gas to health
care.
I was glad to see Richard's mention of surveys, my favorite subject. These
look
very interesting and I will check them out.
I am also interested in the threads on "deep" visitor registration and web site
evaluation.
> Robert Santos wrote:
>
> Are there any interesting developments out there in eliciting "deep"
> visitor registration? My client is dead-set on using the market research
> potentials of the Web the deepen its customer database. Thus, I'm
> interested in hearing about any strategies designed to maximize personal
> user input. Where is the innovation in this area? It seems like getting
Although we can gain a wealth of information from Web stats and registration
pages, I think that it may be a mistake to try for both breath and depth
simultaneously from the same visitors. A GVU survey from last year suggested
that most browsers have lied on registration forms when they were required in
order to gain access to information that the browsers felt should be given
freely. On the other hand, the vast majority of respondents also said that
they
would willingly fill out a survey if they thought that it would lead to better
service or products. What I get from this is that it is better to use
statistically balanced sampling methods to get your in-depth information and
readily available Web stats for the breadth of data.
The great thing about the Web is that the opportunity is there to get a really
great survey sample. I have mentioned previously some of the methods we use to
control who responds to customer satisfaction Web surveys. This method can
also
be applied to registered Web site visitors. All you need do is ask for their
email address, then send survey invitations to a random sample.
Another alternative that is becoming increasingly more practical and acceptable
is using pop-up Java survey invitations. Instead of trying to survey everybody
and forcing them to answer your questions, a more acceptable approach is to
take
a random sample of visitors and "pop-up" a window with a survey invitation. In
order to continue browsing, visitors have to choose whether to take the
survey or
not. If they choose not to, no harm done,. they click on "no" and continue
browsing. If they click on "yes" the window reduces to a "Survey Now" icon
which
sits at the top of the screen. This allows them to continue browsing.
Then when
they have conducted their business, they can click on the icon and take the
survey. Giving them the choice allows the visitor to buy into the idea of
taking
the survey. Using a clickable icon means that their browsing is not
interrupted
and also lets them gain more experience with the site before answering
questions
about it. Selecting a random sample to invite also reduces the problems with
self selection inherent in having a simple "Take our survey, Please" link.
I really think that in-depth surveying of a selected sample of visitors is
preferable to attempting to force a census on them.
Regards,
Steve Runfeldt
VP Research
CustomerSat.com
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