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May 2019 | UX Roundtable| Michael Langmaack
Listen with Curiosity
Wie der Kunde eine Stimme bekommt
Boring?
No, it`s fun!
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 5
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 6
What Why
Analytics shows
you what is
happening.
User feedback
shows you
why.
5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 8
Personas`Lab` TestingOnline SurveysOnsite Feedback
‘Many’
(high level of variance)
‘Few’
(aggregated base)
Customer Surveys
Online Panel Surveys
Conjoint Studies
UX Testing (Lab)
Remote Tests
Telephone Interviews
Focus Groups
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 9
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 10
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 11
Log-in
Customer gives
feedback
Usabilla data
(rating, feedback etc.)
Encrypted
customer identifier
Usabilla
output
Merging
data
Decrypted
customer identifier
Analyzing data
Usabilla Feedback Flow
# 1Build Individual Trigger
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 14
Website | Behavior Data Layer Google Tag Manager | Event
Custom Javascript
Value Trigger
▪ Has registered
▪ Has purchased product
▪ Is in A/B test group
▪ …
One Fits All Tailored to Customer Groups
Show survey to visitors of a particular page (URL) Show survey to visitors based on custom triggers (e.g., events)
# 2Simplified Feedback Form
0
500
1000
1500
2000
2500
1,00
2,00
3,00
4,00
5,00
Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18
Numberoffeedback(sumpermonth)
Averageratingpermonth
Website Relaunch
Feedback form rework
5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 17
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 18
Old feedback flow New feedback flow
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 19
320%Uplift in total customer feedback
0
200
400
600
800
1000
1200
1400
1600
Jun 17 Jul 17 Aug 17 Sep 17 Okt 17 Nov 17 Dez 17 Jan 18 Feb 18 Mrz 18 Apr 18 Mai 18 Jun 18 Jul 18 Aug 18 Sep 18 Okt 18 Nov 18 Dez 18 Jan 19
Numberoffeedback(sumpermonth)
negative ratings positive ratings
600%Uplift in positive customer feedback
# 3Valuable customers Speak Up
Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 21
Activity
Average number of active purchase
days within a 6 month period.
1050%
People who left feedback*
via Usabilla are
more active than all other
customers.
Spending
Average amount that customers have
spent over a six month period.
894%
People who left feedback
via Usabilla spent
more in total than all other
customers.
Spent per Day
Average amount that customers
have spent per active purchase day.
35%
People who left feedback via
Usabilla spent
more at each active purchase day
than all other customers.
* Sample size of Usabilla group: 2941 customers.
Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 22
Spent per Day
Average amount that customers
have spent per active purchase day.
35%
People who left feedback via
Usabilla spent
more at each active purchase day
than all other customers.
Test of differences in spending per day (median)
between the two groups.
Wilcoxon rank sum test: significant differences (p<.001)
# 4People Walk Their Talk
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 24
30 days before 30 days afterFeedback
~4k customers & ratings, 18month time period
Usabilla data Data warehouse data
22%
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 25
Bad Rating
People who give a bad rating
(1 out of 5) and leave a written
feedback spent on average
less* in the 30 days after
the feedback than in the
previous 30 days.
* Statistically significant (p<0.1), Wilcoxon rank sum test.
Good Rating
17%
People who give a good rating
(5 out of 5) and leave a written
feedback spent on average
more in the 30 days after
the feedback than in the
previous 30 days.
# 5Insights from a Exit Intent Survey
5/6/2019
Has Registered
Customer has registered an account in the same session.
+Put Product in Basket
Customer has add any lottery ticket to the basket.
+Not finished Purchase yet
Customer has not successfully finished the purchase
(e.g., has not add a payment method).
+Intent to Exit
Customer has been close to leave the web shop.
Listen with Curiosity | UX Roundtable | Michael Langmaack 27
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 28
7%
10%
24%
17%
11%
5%
10%11%
25%
30%
2%
24%
3%
10%
0%
5%
10%
15%
20%
25%
30%
35%
Price Payment Issues Payment Method Verification Trust Basket Voucher
%ofpeoplementionthatreason
Reasons to quit
Germany UK
~10% Response Rate
Improving Feedback & User Experience
0
500
1000
1500
2000
2500
1,00
2,00
3,00
4,00
5,00
Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18
Numberoffeedback(sumpermonth)
Averageratingpermonth
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 30
1.9 absolute growth
0.07 average growth per month
Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 31
Bug Reporting Labeling Campaigns
We provide customer feedback
that describes some kind of user
issue to responsible teams.
Various information provided by
Usabilla or custom variables help
our team to reproduce bugs.
“I've been trying to play lucky
5 for about 3 hours now, it's
coming up error”
We continuously label
customer feedback to spot
major pain-points and track
their evolution over time.
We regularly use campaigns
(polls) to evaluate new products
& features, to answer specific
questions and to carry out
peoples’ motivation behind a
certain behavior.
Customer complaints caused by the
verification process decrease since
the launch of a new feature.
What is the reason why
people terminate first
purchase?
Michael Langmaack
michael.langmaack@esailors.de | LinkedIn & Xing

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Summary  IGF 2013 Bali - English (tata kelola internet / internet governance)Summary  IGF 2013 Bali - English (tata kelola internet / internet governance)
Summary IGF 2013 Bali - English (tata kelola internet / internet governance)
 

Listen with Curiosity - Wie der Kunde eine Stimme bekommt und was wir durch das Zuhören lernen können

  • 1. May 2019 | UX Roundtable| Michael Langmaack Listen with Curiosity Wie der Kunde eine Stimme bekommt
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  • 5. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 5
  • 6. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 6
  • 7. What Why Analytics shows you what is happening. User feedback shows you why.
  • 8. 5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 8 Personas`Lab` TestingOnline SurveysOnsite Feedback ‘Many’ (high level of variance) ‘Few’ (aggregated base) Customer Surveys Online Panel Surveys Conjoint Studies UX Testing (Lab) Remote Tests Telephone Interviews Focus Groups
  • 9. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 9
  • 10. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 10
  • 11. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 11 Log-in Customer gives feedback Usabilla data (rating, feedback etc.) Encrypted customer identifier Usabilla output Merging data Decrypted customer identifier Analyzing data Usabilla Feedback Flow
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  • 14. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 14 Website | Behavior Data Layer Google Tag Manager | Event Custom Javascript Value Trigger ▪ Has registered ▪ Has purchased product ▪ Is in A/B test group ▪ …
  • 15. One Fits All Tailored to Customer Groups Show survey to visitors of a particular page (URL) Show survey to visitors based on custom triggers (e.g., events)
  • 17. 0 500 1000 1500 2000 2500 1,00 2,00 3,00 4,00 5,00 Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18 Numberoffeedback(sumpermonth) Averageratingpermonth Website Relaunch Feedback form rework 5/6/2019 Listen with Curiosity | UX Roundtable | Michael Langmaack 17
  • 18. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 18 Old feedback flow New feedback flow
  • 19. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 19 320%Uplift in total customer feedback 0 200 400 600 800 1000 1200 1400 1600 Jun 17 Jul 17 Aug 17 Sep 17 Okt 17 Nov 17 Dez 17 Jan 18 Feb 18 Mrz 18 Apr 18 Mai 18 Jun 18 Jul 18 Aug 18 Sep 18 Okt 18 Nov 18 Dez 18 Jan 19 Numberoffeedback(sumpermonth) negative ratings positive ratings 600%Uplift in positive customer feedback
  • 21. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 21 Activity Average number of active purchase days within a 6 month period. 1050% People who left feedback* via Usabilla are more active than all other customers. Spending Average amount that customers have spent over a six month period. 894% People who left feedback via Usabilla spent more in total than all other customers. Spent per Day Average amount that customers have spent per active purchase day. 35% People who left feedback via Usabilla spent more at each active purchase day than all other customers. * Sample size of Usabilla group: 2941 customers.
  • 22. Listen with Curiosity | Usabilla Experoience 2019 | Michael Langmaack5/6/2019 22 Spent per Day Average amount that customers have spent per active purchase day. 35% People who left feedback via Usabilla spent more at each active purchase day than all other customers. Test of differences in spending per day (median) between the two groups. Wilcoxon rank sum test: significant differences (p<.001)
  • 23. # 4People Walk Their Talk
  • 24. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 24 30 days before 30 days afterFeedback ~4k customers & ratings, 18month time period Usabilla data Data warehouse data
  • 25. 22% Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 25 Bad Rating People who give a bad rating (1 out of 5) and leave a written feedback spent on average less* in the 30 days after the feedback than in the previous 30 days. * Statistically significant (p<0.1), Wilcoxon rank sum test. Good Rating 17% People who give a good rating (5 out of 5) and leave a written feedback spent on average more in the 30 days after the feedback than in the previous 30 days.
  • 26. # 5Insights from a Exit Intent Survey
  • 27. 5/6/2019 Has Registered Customer has registered an account in the same session. +Put Product in Basket Customer has add any lottery ticket to the basket. +Not finished Purchase yet Customer has not successfully finished the purchase (e.g., has not add a payment method). +Intent to Exit Customer has been close to leave the web shop. Listen with Curiosity | UX Roundtable | Michael Langmaack 27
  • 28. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 28 7% 10% 24% 17% 11% 5% 10%11% 25% 30% 2% 24% 3% 10% 0% 5% 10% 15% 20% 25% 30% 35% Price Payment Issues Payment Method Verification Trust Basket Voucher %ofpeoplementionthatreason Reasons to quit Germany UK ~10% Response Rate
  • 29. Improving Feedback & User Experience
  • 30. 0 500 1000 1500 2000 2500 1,00 2,00 3,00 4,00 5,00 Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17 Jun-17 Aug-17 Oct-17 Dec-17 Feb-18 Apr-18 Jun-18 Aug-18 Oct-18 Dec-18 Numberoffeedback(sumpermonth) Averageratingpermonth Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 30 1.9 absolute growth 0.07 average growth per month
  • 31. Listen with Curiosity | UX Roundtable | Michael Langmaack5/6/2019 31 Bug Reporting Labeling Campaigns We provide customer feedback that describes some kind of user issue to responsible teams. Various information provided by Usabilla or custom variables help our team to reproduce bugs. “I've been trying to play lucky 5 for about 3 hours now, it's coming up error” We continuously label customer feedback to spot major pain-points and track their evolution over time. We regularly use campaigns (polls) to evaluate new products & features, to answer specific questions and to carry out peoples’ motivation behind a certain behavior. Customer complaints caused by the verification process decrease since the launch of a new feature. What is the reason why people terminate first purchase?