This year, I’ve heard from quite a few companies and agencies recommending What Users Do for improving their sites and services. I was intrigued by the relatively low cost compared to traditional usability services, so thought it would be useful to share some background on the service.
Smart Insights are independent of companies providing tools to improve digital marketing, but are keen to share ideas of the options available and what people think of them – see for example our post reviewing website user feedback tool options. So, please share your experience on similar usability services. Thanks.
Over now to Lee Duddell of What Users Do. Here are my questions…
1 What is whatusersdo? Which types of sites/pages does it work best for?
whatusersdo makes it easy for website owners to improve User Experience by observing real people using their website (usability testing). We’ve taken care of the hard parts of setting-up and running usability tests – like getting participants to actually turn up and recording what they do, so that our clients can focus on the results and improving their websites.
Gaining direct, real-time feedback from customers and site visitors is one of the most exciting areas of digital marketing for me, which really takes advantage of the real-time interactions available online.
A few months back I created a post giving my recommendations on the categories and examples of feedback tools that marketers should review to help them understand their customers’ needs better.
Of course, Kampyle, was one of the tools featured since this is commonly used as a tool to gain feedback, so it wasn’t a complete surprise, when I got a mail from Eran Savir, the co-founder of Kampyle. He said that he sees the categories of tools slightly differently than me, so I thought it would be useful to setup an interview to understand how he sees the market, in order to help site owners and managers review their options.
Categories of web customer and user feedback tools
Q1. How do you see this for digital marketers and the benefits it can offer them?
[Eran Savir, Kampyle] There are two different approaches to online data collection. The early one was objective collection. This category includes tools like Web analytics, behavioral … » Read our full article
In this interview which accompanies my other posts on trends and predictions for 2010, I interview Ian Truscott, Vice-President of Web Content Management at Alterian.
My interview explores trends in content management and practical ideas for improving engagement – I liked Ian’s reference to the concept of “Smart content” – much content on corporate sites still doesn’t have the context of categories and tags commonly used in blogs.
You can also read Ian’s views on trends in engagement through content on the Engaging Times blog where Ian and other Alterian bloggers share their views on emerging trends on content management.
Marketing trends influencing content
Q1. Ian, what do you see as the broader trends in marketing today which affect the needs marketers have for managing content?
[Ian Truscott, Alterian] In the midst of a digital revolution, we are also seeing a revolution in marketing as we wave goodbye to mass push marketing, and welcome in targeted engagement where the individual customer is the focal part of any marketing campaign.
Company websites have become the windows into the business’ soul – they represent us, who we … » Read our full article
