Tracking website usage and perceptions over time
Southpaw Insights replicated our 2019 survey to look at wave over wave comparisons, and added new lines of questioning specific to aspects of the user experience that had been changed. In collaboration with the client’s internal communications team, we sent the survey to customers who had recently made an online purchase.
The survey results from 2021 showed improvements in the shopping experience. Shoppers described the website more positively than they had in 2019, and there was a significant increase in brand promoters. Overall, the website changes were positive, though site users continued to point out persistent issues with the company’s customer service.
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