Advanced Segmentation with 4Q from iPerceptions

4Q, is a simple free “voice of customer tool” created by iPerceptions in collaboration with Avinash Kaushik 4Q lets you ask the most important survey questions to your website visitors:

1. How satisfied are my visitors?
2. What are my visitors at my website to do?
3. Are they completing what they set out to do?
4. If not, why not?
5. If yes, what did they like best about the online experience?

Launched in February 2008 4Q gave organisations with small budgets the ability to inexpensively listen to voice of their customers. And on the eve of their one year anniversary and after hitting its 2 millionth respondent, 4Q has evolved to offer advanced visitor segmentation capabilities.

Adding supplementary customer questions to the customer survey:

6. Which of the following best describes how often you visit this website?

• This is my first visit ever
• First visit in last 3 months
• 2 - 5 visits in the last 3 months

7. How did you arrive at the website today?

• Typed the URL into a browser
• Bookmark / favourites
• Search engine result
• Clicked on an advertisement
• From a link on a blog, forum or social network
• From a link on another website
• From an e-mail link
• From a link sent to me by a friend
• Other

These visitor segments can be cross-tabulated with the core 4Q results on task completion and site satisfaction to give you a clearer understanding of how well your site is catering to the needs of your diverse visitor segments.

Why is segmentation important? To quote Avinash Kaushik: “Analyzing data in aggregate is a crime…When you look at all that (data) in aggregate you get nothing…If you want to find actionable insights you need to segment your web analytics data…Then you’ll understand behaviour of micro-segments of your website visitors, which in turn will lead you to actionable insights because you are not focusing on a glob rather you are focused on a specific.”

The satisfaction of first time visitors is critical in improving site registrations, sign ups and recruiting future new purchasers. Identifying satisfaction problems with users who visit 2- 5 times in the last 3 months can help solve retention problems and drive Life Time Value in your high value customers.

Remaining ignorant of customer satisfaction is not a sensible option and for me 4Q with advanced segmentation has got to be a serious option.