Using the right methodology is crucial for your success

Website effectiveness methodology explained

Recruitment methodology (sample draw)

• The survey invitation pop-up layer script (the few lines of code you need to add to your website) invites unique website visitors to take the survey.
• The script automatically adjusts the invitation frequency to meet your 'completed interviews' target per month.
• For every visitor to your website, the probability for survey activation is VS / TG / RR where:
  • VS = Visitors (number of unique visitors to your website per month)
  • TG = Target (number of completed interviews per month per your subscription plan)
  • RR = Response rate (expected survey response rate among your website visitors - estimated by WeBenchmark)
• This means that if your site has 50000 visitors per month and your target is 1200 completed surveys per month, the probability for survey activation for each visitor is 24% if we expect a 10% response rate (50000/1200/10%).
• The script automatically adjusts to recruit respondents evenly throughout the whole month.
• Several techniques are in place to prevent respondents completing the survey more than one time.

Survey methodology

The survey consists of the following seven questions:

• Q1 - For what reason(s) do you visit www.domain.com today?
  • Multi-select question
  • Required response
  • Industry-specific answer alternatives with the last option being an "Other" open-text box
  • All answer alternatives are with the exception of "Other" randomized to avoid respondent bias
    
• Q2 - Success: To what extent have you successfully completed your visit with respect to your reason(s) for visiting the web site?
  • Rating question
  • Required response
  • Answer alternatives taken from Q1. Only the reasons selected in Q1 are showing.
  • Scale: Each reason for visiting is to be rated on a scale from 1 to 10 where '1' = No success and '10' = Great success. The scale also has a 'Do not know' option.
• Q3 - Loyalty: To what extent is it likely that you will revisit the website:
  • Rating question
  • Required response
  • Scale: The statement is to be rated on a scale from 1 to 10 where '1' = Very unlikely' and '10' = Very likely. The scale also has a 'Do not know' option.
• Q4 - Loyalty: To what extent is it likely that you will recommend the web site to a friend / colleague:
  • Rating question
  • Required response
  • Scale: The statement is to be rated on a scale from 1 to 10 where '1' = Very unlikely' and '10' = Very likely. The scale also has a 'Do not know' option.
• Q5: How can we improve our web site?
  • Verbatim / Open text question
  • Unlimited input
  • Response is optional
• Q6-Q8: Demographic questions
  • B2B: Industry, Job position, and Country
  • B2C: Age, Gender, and Country
  • Required response
• Other (hidden) values calculated/set during interview:
  • Average success score (Q2) for each respondent
  • Average loyalty score (Q3-Q4) for each respondent
  • Region and sub-region based on country (Q8)

Benchmark methodology

• The industry benchmark is based on response data from website visitors of companies operating within the same business/market area (industry)
• The Website Effectiveness Benchmark consists of qualified companies in each industry segment
• Response data from each company are weighted the same in the benchmark
• The benchmark calculation:
  • Individual rating variables (one row in the grid questions) (Q2-Q4)
    • For each website an average score between 1 and 10 is calculated
    • The benchmark score is the average of all these average website scores
  • Aggregated rating variables (also known as metrics):
    • Success Metric (Q2) and Loyalty Metric (Q3-Q4)
    • The benchmark score is the average of all the individual scores inside the metric (all rows in a grid question)