A few weeks ago, we published a post about the different processes that exist in every website.

The post’s premise was that every website consists, at its core, of different processes. These processes are groups of pages that were designed to achieve a common goal (e.g. information, conversion, search results, advertising, payment and many more). It is for that reason, that “Process Level Feedback” is the best approach to understand how your website is performing and what you can do to get better results from it.

As promised, we wanted to follow up with a post on the importance of using multiple feedback forms (one per process); giving some examples of how each feedback form should be customized to fit process it is in. This basic best-practice advice is without a doubt the best way to implement Kampyle on your website, and is sure to make a real difference for your site.

Timing and placement are crucial when trying to supply and find information – this especially true for website feedback. It doesn’t really make sense to ask someone who is looking for a product in your product search pages, how he feels about your shopping cart pages, or your home page. Why would your customer want to submit feedback on a process he is not currently in, and possibly hasn’t even visited yet?

In other words: a feedback form should match the process it is in, and be as relevant as possible to the place and time in the users’ experience.

One of Kampyle’s most powerful features is the ability to use a different, customized feedback form for each process on your site. This ability allows you, the website owners, to get the kind of feedback that you are interested in, when and where you want it.

As mentioned in our previous post, typical eCommerce websites will usually have 3 main processes:

- General Pages (homepage, About Us section, Services pages etc…)

- Product Search / Product Catalog (search pages, search results, product categories etc..)

- Check Out (shopping carts etc…)

The goals of each process are different, which means that the topics you will want to ask your users about are different. Why would the feedback forms be the same?

In this example, the way to maximize benefit from Kampyle would be to create 3 feedback forms, each addressing 1 process, and displayed in all the process’s pages.

The General Pages form will need to address issues about the visitors’ initial impression of the site, missing information etc., and will be able to give you insights on how to improve the general experience on your site and reduce bounce rates. The feedback form in the General Pages might therefore require categories of a general nature (Site Content, , Suggestion etc…) with sub-categories such as “missing information”, “Unclear content”, “Not what I’m looking for”, “suggestions” etc…

The Product Search / Product Catalog form will help you to understand how and why you are losing customers: is it something about your products, your product catalog (product’s information), or is it something about your users that you didn’t realize just from raw analytics data? Examples of categories that can bring the average ecommerce website good results are “Products” (Brands, Product Availability, issues characterizing your products) “Search Issues” (couldn’t find a product, bad search results, advanced search options, missing categories etc…), “Prices” (too high? Not available? Not clear?).

The Check Out form will help you win back customers who were on the verge of making a purchase but decided otherwise. You will be able to learn, for instance, why they decided to abort the purchase in the last minute and discover how to prevent this in the future. That is why you might want to use categories such as “Payment” (accepted payment methods, couldn’t complete payment?), Registration (couldn’t register, don’t want to register?), “Prices” (too high? Not available? Not clear?), “Shipping” (shipping destinations? shipping procedures?), “Security” (security concerns? Privacy concerns?).

Not every website has the same processes of course, and not all websites are ecommerce websites. All of the above are merely a suggestion – each site has its own special needs, specialties and processes. That is the reason that to get the best and most valuable feedback, you need to use different, customized feedback forms suited to your own line of business, activities and interests. Your feedback forms determine the feedback that you will get!

We will follow up on this post with recommendations and best practice business flows for how to read and manage process level feedback in the Kampyle’s Advanced Reporting interface.