The research world is like a toolbox 🧰. Within the toolbox are surveys, focus groups, and experiments. Recently, the size of this toolbox has increased with social media, internet-based surveys, and mobile phones being used more frequently. The size of our toolbox can be viewed as an opportunity for new kinds of research tools to be utilized for feedback analysis.
Today we will show you just how easy it was for us to go from designing a survey to ➡️ collecting responses to ➡️ feedback analysis and presenting our findings. We did all this within one day using the latest research tools. Read on to find out how:
Step 1 – Identify research problem & select research design
First, we must identify what our research problem is, what questions to ask, and in what format we want to ask them. We decided to examine the topic of website design and selected a single open-ended question survey format to obtain responses effectively and efficiently for easy feedback analysis later.
Step 2 – Utilize Pollfish.com to collect 1000 text responses
After we had our survey question ‘What annoys you the most about websites?’, we used the service provider Pollfish to obtain responses. Pollfish is a platform that grants access to a massive network of respondents who opt in when a survey is presented to them. Our study required 1000 responses, and within two hours, we had all the responses we needed. In the end, we easily downloaded the data as an Excel spreadsheet, ready for the next step – Feedback analysis!
Step 3 – Use Caplena.com for Feedback Analysis
The survey provided us with a lot of data – now what? Data is only data – it is only through feedback analysis and the interpretation of that, that you create knowledge. In terms of quantitative text responses to open-ended questions, Caplena is the right tool to make your feedback analysis more efficient, accurate, and insightful. We uploaded our Excel file to Caplena and with the click of a button, all survey responses were categorized into identified topics. We completed the analysis of all survey responses within 15 minutes.
Step 4 – Present results
Caplena gives users the option to present results via interactive charts, and dashboards – or as Excel, SPSS, or CSV files. Dashboards are an easy and visual way to showcase the findings of your study. The first step is to create and personalize the charts that you want to display. Then you will be able to drag them into the dashboard interface and change various settings such as size, color, and descriptions. After completing the dashboard we shared the link with relevant team members.
It’s only been a couple of hours, and we have surveyed more than 1000 people, analyzed all the responses, and built a dashboard to share our findings. Below you can read more about the findings of our study.
Now that we have shared the secret new tools of our research toolbox, let us look at our findings more closely. Below, shows the top eight categories that emerged in the text responses of our survey.
Ads, Pop Ups & Push Notifications
More than a third of our contestants said that these were their biggest turn-offs. But how do you know how much is too much? You know that you’ve overdone it when:
➡️ Your reading experience is interrupted
➡️ It is difficult for you to navigate the site
30% of internet users say that they intentionally avoid websites where ads interfere with the content they are trying to focus on. Let’s just all agree that distasteful pop-ups, ads and push notifications suck and should let us live our lives without guilt-tripping copy like “No, I don’t want to improve my experience.” What’s with the sass? 💁♀️
Take a look at the pop-up below. It is not too pushy, uses delightful copy, and offers alternatives.
A page that is inefficiently coded will become slow or crash. QuickBooks even finds that speed is the leading reason people abandon a website. As the load time of a page increases from one second to five, 90% of people leave the page. You can easily check your own page speed by running a Speed Test 🏃.
Unclear User Interface (UI)
Poor UI on websites is still shockingly common – especially when it comes to adapting to mobile phones. Mobile devices drive more than half of all website traffic nowadays. Creating a website that is responsive to that is critical. Over the past 10-15 years, mobile phones have changed our lives so rapidly that many website providers have fallen behind. Make sure you have everything formatted for all those phone users on the go 📱!
When someone lands on your site, do they know what to do? Where to go? What their next steps should be? While this might seem like a no-brainer, research by Small Business Trends suggest that 80% of small B2B business websites lacked a call-to-action. They weren’t missing out on leads and sales because their CTAs were poorly written; they were missing out because they simply didn’t provide any direction on their website or ask people to click around. See below for some common design pitfalls when it comes to UI and website navigation 👇
The explosion of cookie consent pop-ups started in 2018 and is partly the fault of the General Data Protection Regulation (GDPR). The change was meant to make it easier for people to understand and control how they are tracked online. In reality, it has made the internet even more unusable. Since there isn’t too much you can do about the laws of cookie pop-ups, refer back to our advice above and make them simple, non-obtrusive, and friendly. People just want to get this part over with. No sense in making it more complicated than it has to be.
Hidden Costs & Wrong Information
A breach of user trust occurs when website information, like payment actions, is disguised to be misleading. It is imperative that you respect your users by providing them with accurate information that is easy to access without trying to trick them into clicking on anything involuntarily. The mere suspicion that your website might infect their devices with malware, for example, is a very bad sign.
Long Registration Forms & Privacy Issues
In addition to being annoying to fill out, long registration forms are less trusted than email addresses. Why? When you enter your information without knowing where it will go, it feels like you are setting yourself up for spam. The more information you make users input – and the more personal the questions get – the less they are going to trust you. For best results don’t just use a web form on the contact page. Include your physical address, telephone number, and personal email address as well.
Cheesy Stock Photography
Even though this point isn’t officially on our respondents’ list, we felt strongly enough about it to include it anyways. Yes, images are great for inbound marketing. Nevertheless, if you go browsing looking for suitable pictures and find gems like the ones below, please, for God’s sake, do not use them on your website. Jokes aside – use professional images – ideally, honest photos – over stock images. Make sure the images are of good quality, too, and you’ll be good to go!
How’d you like this article? 🚀 Our team will be happy to include your suggestions in future blog posts!
✉️Just email our Head of Marketing sheila [at ] caplena.com
To try Caplena for free, click here, or keep browsing through our most popular blog posts 👇