customers tell us how to build the business
DESCRIPTION
Customers Tell Us How To Build The Business. Presented by Ellen Montgomery. May 2005. The Timeline. Winter ’03 Murals Your Way is founded Spring ’04Immersion Summer ’04Survey planned, mailed, returned Fall ’04Initial results shared/web changes begin - PowerPoint PPT PresentationTRANSCRIPT
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Customers Tell Us How To Build The Business
May 2005Presented by Ellen Montgomery
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The Timeline
Winter ’03 Murals Your Way is founded
Spring ’04 Immersion
Summer ’04 Survey planned, mailed, returned
Fall ’04 Initial results shared/web changes begin
Spring ’05 Research results/ recommendations presented
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1. Are customers satisfied with the web shopping experience?
2. How can we improve our web site?
What Murals Your Way Wanted To Know
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What drove them here?
Satisfied?
How do they shop, when, where, with whom?
Web savvy?
How can we reach others like them, drive traffic?
What Murals Your Way Needed To know
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Will a better understanding of the Murals Your Way customer provide guidance as to how the company could improve its web site?
The Guiding Research Question
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20-question survey to 250 recent customers
Sent from Murals Your Way, cover note from company president
20% response rate
Methodology
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Female (76%)
Married (67%)
Put mural in bedroom (39%)
Attend Home & Garden shows (47%)
Not big magazine readers (39%)
Watch home improvement TV (69%)
The Customer
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92% never heard of MYW
73% found MYW via a key word search
61% found site “very easy” to navigate (20% “avg.-difficult”)
96% would recommend MYW to a friend (high post-purchase satisfaction)
Only 45% had recommended “by name or web address”
They Found It, They Like It
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82% approached the site with an idea clearly in mind
-- 27% knew exact scene, sought only that scene
-- 55% knew theme, browsed for that theme
12% not decided on type of mural, enjoyed browsing
How Customers Approached The Shopping Experience
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36% had seen a mural someplace, remembered it
69% watch home décor TV show
47% attend Home & Garden shows
Visibility Matters
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59% needed 2-3 return visits to complete purchase 31% needed 4 or more visits
51% spread those visits from several days to 2 weeks 31% needed several weeks (2% needed 2 months+)
75% sought the input of others during this time
Big Decision. How Is It Made?
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Homeowners, 80% of customers
Commercial buyers, 20% of customers
- ASID (4,000)
- Patient care providers (50K Peds., 150K DDS)
- Multi-mural purchases will come from the commercial side
The Role of Commercial
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Continue search engine prominence
Help customers navigate more efficiently
Foster visibility of the product
Help shoppers take the time they need to decide
How Murals Your Way Has Put Findings To Use
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Targeting 4,000 ASID members (June conf.)
Medical
Hotels
Restaurants (Big Boy signed)
Others in negotiations (Kumon Learning)
Now On Staff - Sales Rep For Commercial Accounts
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‘Bookmark Now’ prompt – because they will leave
‘Tell A Friend’ program – otherwise only ½ will
Sign up for “Before & After” emails – entice them back
More Recommendations Based On Findings
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YES, a better understanding of the Murals Your Way customer has provided guidance as to how the company could improve its web site.
Answer To Research Question Is…
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Todd Imholte, President Murals Your Way
“Suggestions for expanding markets have been right on. The feedback has already made a significant difference in how we approach our site and our marketing.
Sales will reach a new high water mark this month.
Information from this research has helped grow the business by more than 300%.”
April 2005
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