Intuit optimizes purchases and conversions with attitudinal insights.
High cart abandonment rates
Intuit Global, the makers of Quicken, Quickbooks, and TurboTax, had been using behavioral web analytics which provides volumes of clickstream data. However, when Intuit wanted to know why they were experiencing high shopping cart abandonment rates, they were left in the dark. Behavioral analytics didn’t provide a look into why visitors were leaving the site before completing their tasks.
Attitudinal data brings new insights
Intuit used Astute (formerly iperceptions) to obtain attitudinal insights from surveys, analyze the feedback, and profile site visitors. One in four visitors to the website is shown an overlay message that reads, “Would you mind helping us improve the experience on our website? When you’re finished using the site, come back and answer a few questions for us.” If the person agrees, the survey is layered behind the active browser until the visit is complete. Asking visitors to participate in the survey as soon as they enter the site is beneficial.
The Intuit survey features 15 questions ranging from, “How did you hear about us?” to “Did you accomplish your goals?”
“We needed to know what people are coming to the site to do in order to deliver on customers’ expectations. If they were coming to our site and then abandoning, we wanted to know why. We’re talking about a lot of traffic to the site. We need to know if we are delivering on their expectations and if we’re not, we need to know what to fix.”
– Lance Jones, UX Manager, Intuit Global
15% improvement in conversion rates
Shortly after introducing the website surveys, Intuit discovered one root cause for site abandonment. Jones knew that the site abandonment issue was related to password retrieval. But the former web analytics system didn’t reveal the attitudinal data that could determine why the problem was happening. “What you can’t tell with web analytics is why people are doing things on your site,” Jones says. With Astute, Intuit discovered that when users went through the process of retrieving their passwords or user names, they landed on a page that didn’t allow them an easy way back to the site. “We were creating a dead end for them,” Jones says, “We read people’s feedback related to checkout and saw these clues.”
Another change involved redesigning the tabs on its product pages. Intuit learned that visitors didn’t notice the tabs and as a result were not clicking on them. “We simply went back to the designers and asked if they could make the tabs more visible and obvious,” Jones says. “We saw an improvement in the tabs they were clicking going up 30 percent.”
Much of the success in using qualitative data also comes from sharing the information. Jones’ team sends the user feedback from the surveys to the product managers and customer service to enhance offerings.
Additionally, monthly alerts about trends culled from the surveys updated Intuit about the impact of site changes and marketing campaigns. “It’s important that a lot of groups can make use of that data.”
Since deploying the online survey and making changes based on the feedback, Intuit has improved conversion by an average of 15 percent. Additionally, the company has experienced a 10 to 15 percent increase in satisfaction rates, which Jones attributes to the ability to provide a more engaging experience to customers.
Intuit Inc. is an American business and financial software company that develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. Products include TurboTax, Quicken, QuickBooks, and Mint.