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| What are eUser Ratings? |
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In addition to client-side data, we also
have our own methodology for testing the length of the path each participant
requires their customers to travel online. Our eUser Ratings weight
each customer action necessary to achieve say a quote, buy a product
or complete a transaction; the resulting 'score' can be compared with
competitors' ratings for the same activities.
These weightings enable ready comparison of complex processes which can be difficult to unpick and contrast. Each step of each process is given a separate rating in order to highlight awkward processes which might repel customers from progressing a product application or completing a transaction.
Unlike user testing, focus grouping, etc., there is no subjective
component to eUser Ratings. 'Laboratory' testing of internet processes
is useful but is founded on unreal experience: we believe users behave
differently when they are engaging in processes to achieve their own
goals, in their own time and on their own equipment. As a result,
we feel passionately that what customers do is more important that
what they say they would do.
Uniquely, therefore, eUser Ratings can also be correlated with actual levels of activity from the benchmark, such that we can distinguish with some clarity the key characteristics of a 'winning' process and highlight the process roadblocks which impede customer take-up of products or services.
We have a considerable background in working with financial services clients to distinguish the differential impact of brand, process and price on financial product sales using this combination of benchmarked performance data and eUser Ratings. |
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