For Customer Experience Professionals

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	June 21, 2010 The Four Essentials Of Effective Web Site Intercept Surveys How To Make Getting Visitor Feedback A Positive Customer Experience by Andrew McInnes with Megan Burns, Brad Bortner, Rachel Zinser, Shelby Catino	Average: 9  (2 ratings)

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Executive Summary

Web site intercept surveys are a popular tool for finding problems with the online experience. But a poorly designed site intercept survey can hurt more than it helps by providing misleading insights and negatively affecting customers' online experiences. Forrester's research uncovered four essentials of effective Web site intercept surveys: 1) compelling invitations; 2) simple, relevant questions; 3) streamlined experiences; and 4) usable interfaces. Customer experience professionals can ensure survey quality by enlisting help from internal market research experts, qualified or informal survey testers, and actual customers.

TABLE OF CONTENTS

• Web Site Intercept Surveys Are Growing In Popularity
• The Four Essentials Of Effective Web Site Intercept Surveys

RECOMMENDATIONS

• Enlist Help To Improve Survey Quality
• Supplemental Material
• Related Research Documents

This is an excerpt

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