How to turn the answers into a list of website improvements

The success rate of a website is the share of visitors who found or did what they came to the website for. In the template it is measured by the second question, and it is the most important number in the whole survey. This is how you build a list of improvements from it.

• Split the success rate by the reason for the visit. A website where 90% of blog readers succeed and only 50% of the people who want to send an enquiry do has a problem on the way to the enquiry, not in the content.
• Count the obstacles for the unsuccessful visits. The most frequently ticked obstacle in the group with the lowest success rate is the first item on the list of improvements.
• Deal with missing information before the look. Adding a price list, references or contact details for a specific person takes days. New graphics take months and tend to have less effect on the success rate.
• Read the stars by device. A low rating of speed and display only among people on mobile means the mobile version needs work. A low rating from everyone means a problem with the whole website.
• Take trustworthiness below four stars seriously. References with a name, photographs of real people, complete contact details and up to date content all help.

For each item on the list, note how many respondents it concerns. The order of the improvements then does not come from the loudest opinion in a meeting, but from the number of visitors the obstacle stood in the way of.

How to put the survey on your website and send it to customers

1. Create a new survey in Quanda and enter the ten questions of the template. The help article Creating and setting up an online survey describes the procedure.
2. Adapt the options in the questions on the reason for the visit and on obstacles to your own website. An online shop adds delivery and payment, a service company adds a price list and references.
3. In the Distribution step switch the survey status to Ready to use and copy the generated address of the survey.
4. Insert the link to the survey on the thank you page after an order or an enquiry and in the footer of the website.
5. Send the survey in an e-mail campaign from Quanda to customers who used the website in the last month. Send one reminder to those who do not answer within a week.

How to evaluate a website rating

Net Promoter Score (NPS) is an indicator of willingness to recommend, based on a question with a 0 to 10 scale. For a website, read it only after the success rate: NPS tells you what impression the website left, the success rate tells you whether it served its purpose.

1. Open Analysis of answers in the survey and start with the second question. The share of Yes, completely answers is the success rate of your website.
2. Use the advanced filter to show the answers Only partly and No, and look at the reason for the visit these people came with and the obstacles they ticked.
3. In the star rating find the row with the lowest average. Use the device filter to check whether the problem only affects mobile.
4. Calculate NPS from the recommendation question: the share of answers 9 and 10 minus the share of answers 0 to 6. Save the number for comparison after the changes.
5. Download the results as a PDF in the Final report and go through them with the team or with the agency that manages the website.

How to compare the website before and after a redesign

A comparative website measurement means sending the same survey twice, once before the website changes and once after. It is the only way to tell whether the new website really serves visitors better. The fact that people in the company like it more is not enough.

• Do not change the wording of the questions or the options. Any change between the two measurements makes that question impossible to compare.
• Run the first measurement while the old website is still live, no later than a month before the new one is launched. The results also serve as a brief for the agency.
• Send the second measurement six to eight weeks after the launch. In the first weeks regular visitors mainly rate the fact that everything has moved.
• Compare regular and new visitors separately. The question on visit frequency tells them apart. New visitors do not know the old website and rate the new one without any habits.
• Watch three numbers: the success rate of the website, the star average of the row that was weakest before the redesign, and NPS.

If the success rate fell after the redesign, look at the obstacles and at the answers to the last question. Most often it is a menu item that was moved or renamed, which can be fixed within a day.