The internet has had a dramatic effect on marketing communications in recent years. Websites are now a pivotal marketing and communications tool for all organisations, and in business to business markets, are often a valuable source of new business.
Given their importance it is perhaps surprising that many organisations do not formally evaluate website performance from the perspective of the user experience.
Website usability testing, website visitor surveys and pop up surveys
Measuring website traffic and rankings on search engines are an essential indicator of website performance. But arguably the most important indicator is the intrinsic value of the website itself – its ability to engage with audiences, communicate intended messages and drive new business opportunities.
Website evaluation research varies considerably in scope, scale and methodology from a qualitative exercise focusing on a particular aspect of website design, to a comprehensive review of the function and content of the site and its ability to reach its different audiences.
Qualitative and Quantitative Market Research Techniques for evaluating websites
Our methodologies include face to face interviews, tele-depths, online surveys, telephone interviews, focus groups or ‘assisted browsing’.
Website evaluations are relevant at any stage of the life cycle of a website, from the evaluation of current sites through to key creative design and testing of new sites under development.