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The Magazine of the User Experience Professionals Association

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Michelle Peterson

What do you do when you need to show someone in your organization, perhaps a skeptic in upper management, that the user experience of your website directly impacts the bottom line? While an eight to ten person lab-based usability study or focus group can yield a list of key usability defects or areas for improvement, neither truly demonstrates the business impact of user experience improvements. In order to persuade the skeptics, one generally needs a methodology that includes large sample sizes and allows them to see clear differences in the bottom line before and after a redesign. The two case studies presented in this article share such a methodology.

La Quinta

La Quinta is a limited service hotel chain which had over 370 properties in thirty-three American states at the time of the project. The process of online bookings (at www.LQ.com) became increasingly important to La Quinta as the Internet grew, and website managers realized that customer loyalty to LQ.com had become a key component of La Quinta’s profitability.

The website management team needed to understand the behavior of their site visitors and identify opportunities to increase brand loyalty and online bookings. La Quinta hired Usability Sciences to perform a website assessment and established the following goals:

Usability Sciences deployed WebIQ TM to capture site visitors’ demographic and attitudinal measures using an online survey with click-stream data. Visitors saw a survey at the beginning of their visit and responded with information about demographics, their purpose for visiting the site that day, and how they had found the site in the first place. Visitors then used the site, uninterrupted, however they wished, and their click-stream data was captured in the background.

At the conclusion of their visit (when they navigated away from LQ.com or closed the browser), visitors answered a series of questions regarding the success of their visit, their brand affinity, and their next intended action. They also suggested changes to the site . The project was implemented over the course of thirty days. A random sampling algorithm resulted in approximately one out of every three actual site visitors being invited to participate in the project and in 885 responses collected.

After data collection, a comprehensive examination of the data segmented the responses and click-stream data by user type, satisfaction with the site, visit intent, and visit success. Then we were able to recommend a variety of changes to the website that would increase visitor success. For example, first-time visitors who rated their visit a success were much more likely to return to the site than those who rated their visit unsuccessful. The study helped to identify an opportunity to improve conversion rates by addressing the issues raised by these visitors, such as:

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