Our 2019 study exploring the shopper experience on an e-commerce site revealed a number of stumbling blocks for users. After updating their site in response to this feedback, the company wanted to see how the shopper experience had changed on the updated site.
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.