Your site analytics clickstream data tell you what is happening on your site , but it never tells you why. To understand why site visitors do what they do , you need to listen to them. That’s one of the lessons taught by our friend Avinash Kaushik. Voice of Customer data was usually missing from the clickstream-heavy first generation of web analytics. Just about a year ago, Avinash offered an ultra-simple 3-question survey to site owners seeking to bridge that gap.
- What is the purpose of your visit to our website today?
- Were you able to complete your task today?
- If you were not able to complete your task today, why not?
Three simple, critical questions to help you start optimizing your site for the outcomes most important to your visitor. The answers allow you to segment your site visitors by their primary purpose, track task completion rate, and understand what your site can do better to help grease the skids instead of getting in the way.
Powerful stuff, but some site owners lack a survey tool to ask these questions. Avinash has recently collaborated with the folks over at iPerceptions to offer 4Q, a free tool to remove that obstacle. Currently in beta, 4Q can help you build and analyze a primary purpose survey for your site. Take a look at the video to see Avinash walk through set up and basic capabilities ( You’ll learn what that 4th question is when you watch).