Understanding Visitors' Desires
Need to measure your visitors' attitudes? A new survey tool from Omniture makes it easier to analyze both behavioral and attitudinal information.
Need to measure your visitors' attitudes? A new survey tool from Omniture makes it easier to analyze both behavioral and attitudinal information.
Omniture recently announced a new survey offering, Omniture Survey, that allows companies to quickly and easily launch surveys.
Over the past few years, Omniture has moved far outside of its roots in behavioral data (Web analytics) with its acquisition of testing and targeting tools. One thing the company has been missing is the all-important attitudinal measurement to really understand site visitors. Over the years, Omniture has made it easier to tie different data types through its Genesis tool, but having its own offering is a huge next step.
Why is this so important? There are a few key reasons:
Omniture’s survey tool should greatly increase the integration between behavioral and altitudinal data and help companies better understand what their visitors need and are doing and if they’re successful.
The best example of why this can be a problem is to think about trying to increase your conversion rate for any given behavior from 3 percent to 3.25 percent. If a test’s goal is 3.25 percent and you exceed it in tests by increasing the conversion rate to 3.3 percent, you may be thrilled and see it as a huge success. But what if that test turned off the other 96 percent of your visitors so much that they will not only avoid your site in the future but won’t consider your products and services down the road or recommend them to their friends? If you’re only looking at behavioral data, you won’t know this. Now in the real world, you most likely wouldn’t increase your conversion rate while upsetting everyone else, but the attitudinal surveys can tell you if you are frustrating even a small portion of that 96 percent.
Omniture continues to help marketers truly maximize the value of their Web channel. In the case of Omniture Survey, it’s enabling marketers to identify opportunities to improve their business. Kudos to Omniture. I look forward to seeing the full integration of surveys across all of its tool sets and whatever else it’s thinking of bringing to the table next!