Econsultancy - Review of Initial Results (ForeSee)

ECONSULTANCY.COM

Review of Initial Results

Katherine Stroud

Customer Experience Analyst

2

Agenda and Table of Contents

Review of Initial Results

˃ Satisfaction Summary and Top Priority

˃ Visitor Overview

˃ First Time Vs. Repeat

˃ Subscription

˃ Improvement

˃ Open End Comments

May 18th 2014 – September 01st 2014 N = 303

3Company Name > Satisfaction Insight Review

Aggregate Level

Satisfaction Summary

Satisfaction Summary

Customer satisfaction score is 74. Within overall satisfaction, the lowest scoring question is how Econsultancy.com compares to

the visitors idea of an ideal website.

May 18th 2014 – September 01st 2014

N = 303

Customer Satisfaction Benchmark

8.0 7.9

7.1

What is your overallsatisfaction with

Econsultancy.com?

How well doesEconsultancy.com

meet yourexpectations?

How doesEconsultancy.comcompare to youridea of an ideal

website?

74


N = 303

Customer Satisfaction


Aggregate Level

Top Priority

Customer Satisfaction Benchmark

Look and Feel Benchmark

Satisfaction Score


N = 303

The top priority is the look and feel of the website, specifically the visual appeal of Econsultancy.com is the lowest scoring

question within the look and feel element.

Top Priority: Look and Feel

Priority Map


Visitor Overview

Residence and Job Title

• 68% (N=204) of visitors live in Europe & Middle East – Sat 73

• Most visitors to your site are managers (32%, N=95) – Sat 75.

• Moreover, 19% (N=58) are specialists or consultants. – Sat 71.

*What was the primary purpose of

your visit today? N=303

* Figures for certain answer options are not included due to

the N count being less than 50

N = 201 N = 58

38%

28%

22%

75

71

75

Client side

Agency

Supply side

N = 112

N = 82

N = 66

*What is your company kind?

N=294

The majority of the visitors to Econsultancy.com come to the site to read content e.g. blog or research. Many of

Econsultancy.com visitors come from a client side company. The majority live in Europe & Middle East and are managers.

Sat

Sat


N = 303


First time visitors Vs. Repeat visitors

72

75

69 69

Look and Feel Satisfaction

Non-First Time Visitor

First Time Visitor

No81%

Yes19%

N = 244

N = 59

Was this your first visit to the Econsultancy site?

N: 303

First time visitors account for 19%, N=59 of overall visitors. First time visitors are significantly less satisfied than repeat visitors

with a variance of 6 points, moreover first time visitors rate the look and feel of Econsultancy.com 3 points lower than repeat visitors.

Sc

ore

Repeat Visitor


N = 303


Subscription

No68%

Yes23%

Not sure9%

N = 205

N = 70

Do you or your company pay to subscribe to access

Econsultancy.com? N=303

No Yes Not sure

Satisfaction 74 75 74

48%

25%

76 72

Price Clearer understanding ofthe features and benefits

N = 51N = 98

*What would most influence a subscription

purchase for you or your organisation? N= 205

The majority of the visitors to Econsultancy.com do not pay to subscribe to access (68%). Of those non subscribers, 61% are

registered. Non-registered visitors score significantly lower (-12 points) than registered visitors. The biggest influences to subscribe

would be price and having a clearer understanding of features and benefits.



Yes61%

No39%

N = 79

Are you a registered user of Econsultancy.com?

N= 205

No Yes

Satisfaction 67 79

N = 126

12 points


N = 303


Likelihood to subscribe/renew

High Sat Vs. Low Sat

5%

2%2%

0%

6%8%

13%

18%

13%

33%

13%

2%

7% 8%

16%

10%

17%18%

3%

6%

1=VeryUnlikely

2 3 4 5 6 7 8 9 VeryLikely=10

High Satisfaction (75-100) Low Satisfaction (0-74)

How likely are you to subscribe to/renew Econsultancy?

N = 165 N = 116

Visitors scoring satisfaction 75-100 (high satisfaction) are much more likely to subscribe to/renew Econsultancy than

visitors who score satisfaction 0-74 (low satisfaction).


N = 303


27%25%

13%

10%

7% 6% 6%4%

1%81 71

Noimprovementsare needed /don't know

Update the sitedesign

Other, pleasespecify

Provide morecontentchoices

Provide moreoptions to

narrow searchresults

Provide higherquality content

Improve thequality of

search results /make it easierto know what

to choose

Improve therelevance of

search results

Improve thetime it takes forpages to load

Improvement

*What improvement would you most like to see on

Econsultancy.com? (select one)

N: 303

N =39N = 77

25% of visitors stated that the improvement they would most like to see on Econsultancy.com is to update the site design.

This reinforces the need to prioritise the look and feel of the website as was shown on previous slides.

N count is less than 50

Other

• Price

• Content

• Remove advertisements

No statistical difference in

answers between overall

visitors and first time visitors

N = 83




N = 303


Open End Comments

Update DesignImprove the website design and layout - this lets you down. Sat 12, 08/14/2014

Redesign the layout - too much advertising or other navigation tabs on the right hand side (too busy if you want to focus

on reading an article - it would be much easier to read if the articles are in a clear and neat box )! Sat 63, 07/22/2014

The blog pages could look sleeker - they are quite cluttered at the moment with ads. Most of which I ignore to be

honest (sorry!). Sat 67, 06/23/2014

A new Layout would be nice! Sat 78, 06/14/2014

The design is tired. remove that ridiculous banner asking me to sign-up all the time. improve the search results. Sat 78,

06/04/2014

Found some pages had too much information and searching for pricing difficult. Sat 71 , 06/26/2014

Content Issues

The majority of content is geared towards marketing for commercial companies and sites. Heavily content-based

sites and service organisations (schools, universities, associations) often require different approaches to

marketing, particularly in terms of measurement and tracking. It would be nice to see some more content geared towards

these sectors. Sat 85, 06/05/2014

Quality of content is good but need to be checked more - too many typos/errors. Sat 86, 07/31/2014

I find the content generally quite poor. There is the occasional good article though. Sat 23, 07/31/2014

There seems to be a shift lately in econsultancy's focus - it now seems very marketing focussed. In the past i recall

much more content, reports etc being available on broader digital topics such as usability, UX, strategy,

operations etc. I have been utilising econsultancy less these days for this reason. Sat 67, 08/26/2014

ensure content advertised or discussed on social platforms (e.g. LinkedIn) is actually available. Sat 0, 08/05/2014

What suggestions do you have that would enhance your experience with Econsultancy.com?

Comments reinforce the top priority of look and feel: update the design of the website. Also there seems to be content issues regarding

the quality and type.


N = 303


Summary

Econsultancy.com has an overall satisfaction score of 74. The top priority to focus on is the look and feel of the

website.

Visitors

• The majority of visitors come to the site to read blogs or research, live in the Europe & Middle East, are managers and

come from a client side company.

• First time visitors are less satisfied than repeat visitors, moreover first time visitors rate the look and feel of

Econsultancy.com lower than repeat visitors.

Subscription

• The majority of visitors to the site do not pay subscription to access, however 61% of this group are registered.

• Visitors who register score satisfaction 12 points higher than non-registered.

• The biggest influences to subscribing are price and having a clearer understanding of features and benefits.

• Visitors with a higher satisfaction score are more likely to subscribe/renew.

Improvement

• 25% visitors stated that the improvement they would like to see most is to update the site design, this

reinforces the top priority which is the look and feel of the site.

Open End Comments

• Comments reinforce the need to improve the design and look and feel of the website. Moreover an issue with

content type and quality was raised.


N = 303

Business

Econsultancy - Review of Initial Results (ForeSee)