Friday, April 13, 2012
A new survey has found that satisfaction with customer experience plays a major role in determining the future behavior of a news or entertainment websites' visitors.
The study, which included surveys from more than 50,000 consumers, found that a user's degree of satisfaction with a news or entertainment website would significantly impact whether he or she would visit that website again in the future, or recommend the website to others. Satisfied users were 43 percent more likely to revisit a website than unsatisfied users and 77 percent more likely to recommend the website to a friend, colleague or family member, both of which actions can help a website increase its visitor count and sell advertising space.
Additionally, satisfied visitors were more likely to give money directly to the websites. For websites offering paid subscriptions for increased content, satisfied visitors were 73 percent more likely than unsatisfied users to subscribe to the full site. Even more notably, a satisfying customer experience led to a 147 percent increased likelihood of clicking on an advertisement.
For websites interested in improving their visitors' experience, Inc.com recommends a number of best practices. One of the most important is asking for feedback and responding to it quickly. Inc.com also advises websites to personalize their content and displays, and to test features to ensure they work as intended.