Website intelligence services
Improving websites by understanding your customers’ needs
Codex Research can help organisations to better understand their customers’ thoughts regarding their site, the motivations for using the site and what improvements can be made to drive traffic and increase conversion to sale.
Three methods for gaining accurate site intelligence
Codex Research offer three different methods of gaining vital website intelligence from your customers. While each option uses a different methodology, they all have one thing in common: they deliver reliable, customer generated insights that help you to increase usability and improve the user experience.
- Targeted depth interviews
- General customer web survey
- Qualitative group work
Targeted depth interviews
With targeted depth interviews we identify a stratified sample of customers that takes into account required demographic data and user profile. This form of sampling allows us to carry out the interviews with a much smaller number of respondents, which in turns saves time and money. We then set up an interactive online survey that incorporates client-defined questions and any elements of site design that need to be reviewed.
Each respondent undertakes two surveys: one before site updates are made and one after. An experienced interviewer will work through the online survey with the respondent and ascertain the motivations and reasoning behind their answers. This part of the process pays particular attention to any design and usability elements that are being tested.
The data from this first survey is cross referenced and compared to the customer’s shopping trends and then used to inform the technical and visual site design specification. Once the new site is available for testing, the second round of interviews are completed using the process above and the design is further refined before launch.
General customer web survey
This form of surveying is open to a wider number of potential respondents. The process starts with the client deciding whether to target respondents by email invitation or by enabling pop-up requests on the site itself. Due to the nature of the respondent demographic, the online questionnaire must not take more than a couple of minutes to complete.
Depending on the scope of the customer databases and their suitability under data protection laws we may be able to link the customer’s shopping trends directly to the data received through the survey. And by integrating our unique Priority Search methodology into the survey we are able to gain deeper insights into your customers’ priorities (such as easy navigation, clarity of product descriptions or data security) when using your site.
Qualitative group work
This method allows us to review specific areas of a site in detail by identifying respondents from key user groups. These respondents then interact (either face to face or via a webinar) and are asked to discuss how they currently use this area of the site and to discuss the positive and negative aspects of the experience.
This is followed up with an interactive session in which respondents redesign these areas of the site in line with their requirements and the process is completed with a discussion of how the changes will improve the site and benefit the other users. The final report offers you a respondent-led insight into how your users interact with your site and what can be done to improve usability and encourage greater activity.
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