Tools and implementation
1. Custdev with user screen recording. We interviewed 12 respondents. For the Custdev, we looked for respondents who matched the portrait of our target audience. Among them were both old and new users. Then we gave them an entry point to the site, from which they had to start the research: choose something specifically for their speed walkers and winged sandals and try to place an order. We did not direct the user, he himself walked through the site and commented on his steps. We recorded all the interviews on video and additionally made shorthand for the client, highlighting the pros and cons from the respondents' words at each step.
Let's give an example of several pros and cons that were highlighted by the first respondent who went through the application on IOS.
How CJM Development Increased Sales by 11%. A Non-Mythical Case from Ingate Performance - Image 5
2.During the work, we watched 200 videos. This is the main stage of pakistan cell phone number list the CJM development methodology, which is always present if the customer has a website. In Yandex Metrica, we saw the overall picture: stage conversions, time on the site, viewing depth, etc. This gave us the overall picture. In Webvisor, we looked at the behavior of specific users, which allowed us to highlight some more points.
3. Yandex View. This stage appeared in the process of work and helped us connect the site with surveys. It shows surveys only to those users who were actually on the site. This way, we were able to additionally check the client's hypotheses to make sure that we are on the right track and adjust our steps in time.
4. Information on the network: reviews, competitors' sites, information requests.
— We compared with competitors, how traffic is distributed across pages and what indicators are on the sites. From this we drew conclusions about which pages have problems. We looked at what competitors have implemented better in order to take as a reference. For example, we found that the depth and time of viewing on the site is significantly higher than that of competitors. This is considered an indicator of traffic loyalty. But our client is not Lamoda, where the user just enjoys endlessly surfing the catalog. Here the task is different: find the right product as quickly as possible, place an order and leave.