Web Support Blog

September 21, 2006

Measuring Web Support Success, part 2

Filed under: Web Analytics — Chris @ 7:59 pm

As I mentioned prior, you need to think about the delivery of your content as much as the content itself. Moving from that rather basic notion, consider “What is the purpose of your customers’ visit?” and “Why are they coming to your site?” The likely answer is that they had a problem, and they need your help to solve it.

Now some customers will know or believe they know the answer — they just need the latest driver or patch, so their behavior may look a little different, but it is still the same intention — solve their problem. Excluding customers that come to your support site to learn (which will vary by product and industry), the ideal support experience is straight forward and therefore easy to measure success.

If I was selling a product or service, once I collected the customer’s credit card number, I would count that as a success. In the support world, once your customer reads the answer to his or her problem, you have been successful — a conversion. If you buy into that idea, then this should be fairly straight forward: the last content item read on your site by your customer must have been the solution to solve his or her problem. Why else would they keep looking for an answer if I already found it (that could be the learning exception)?

So assuming you have a low rate of customers that visit your site purely to browse and learn, you can conclude that the last item viewed was the conversion content item. Okay, but what if the customer never found a solution, but looked at many content items? Again, what wss the last item viewed on your site? A content item? Or was it a search result page? Or how about a page to route to additional content? If the last item viewed (the last page viewed) on your site was a content item, then I would say very likely your customer was successful in solving their problem. If the customer left your site where the last page was any other page but a content page, then I would say they did not solve their problem.

What do you think? I will continue to expand on this subject in future blogs…

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