How do your customers really use your website? How do different
patterns of usage affect customer success and satisfaction? User
Centric answers these questions with LEOtrace™, a tool for conducting
True Intent user testing. In True Intent testing, hundreds of users
opt-in and allow tracking of behavior while they use a website as they
normally would. They are also surveyed about success, satisfaction, and
other usability concerns. User Centric has developed a unique method
for understanding how different patterns of website usage affect
customer success and satisfaction.
Users are asked to state a goal for using the website. For example,
users might state their goal as "buy a phone". But how do they go about
completing this task? What pages are visited and in what sequence?
There may be many ways to achieve the goal, but User Centric's method
finds groups of users who approach the goal in the same way. The
group's particular way of achieving their goal reflects their
understanding of the website. Not groups defined by demographics, but
groups defined by actual behavior on the site.
True Intent testing complements lab-based usability testing.
Usability testing in the laboratory, which involves specifying tasks
for users to complete, is vital for developing and assessing a website
design. Once the website is operational, it is important to
periodically evaluate its usability via un-moderated True Intent
testing that looks at natural user behavior. True Intent studies depict
what limits success and satisfaction based on how customers use the
site to pursue their own goals. True Intent usability studies are also
a complement to web analytics data which indicate what links people
click, where users exit pages, etc, but cannot tell you why this is so.
True Intent studies can reveal the ‘why' behind the patterns seen in
web analytics data.
LEOtrace ® enables you to reach hundreds of users where and
when they use your website. It is the first automatic testing system
that combines web analytic data, activity-based questioning, and
natural customer behavior that allow you to observe every user session
and combine all user data into actionable insights. For more
information about LEOtrace and how it can meet your business goals,
visit www.leotrace.com .