New Feature
Discovery Research
On-site Survey
Gather feedback from CNET visitors in real time to assess where they are in their buying journey, what would build their purchase confidence & any features/perks of auth. they would get value from.
Off-site Survey
Target those unlikely to respond on-site to gain a broader understanding of challenges with similar purchases, tools/features that would encourage transaction within CNET & auth. interest.
User Interviews
Facilitate conversations with people considering tech purchases to gain a
deep understanding of what helps them make a confident decision, auth. tiers
& payment perception.
Process
Questionnaire creation
Question creation was a collaborative process across multiple stakeholders. Starting with a brainstorm with Creative, Product & Marketing to understand what they wanted to learn, moving into refinement & final alignment prior to launch.
Programming
The on-site survey was facilitated through Qualtrics & set-up to prompt after a user was on the page for 30 seconds. This would reduce risk & potential frustration while reaching enough users to gather feedback from a representative sample. We sourced additional GenZ & Millennial participants through our 3rd party panel provider as well.
Fielding
Monitoring results as they returned to
ensure the site-intercept was functioning appropriately and responses were
coming in tagged as expected.
Analysis
Predominately utilized the cross-tab functionality within Qualtrics to understand responses in aggregate as well as differences by demographics and specific user group.
Key Findings
Not all think of CNET
as a place to buy
50% are just browsing
With many options,
narrowing is difficult
63% have not chosen a product to purchase
Even frequent visitors
enter by search
64% arrive by Google search
Findability is poor
with no search
75% idea search as the biggest opportunity
Exclusive deals
encourage auth.
46% are deals focused
Big box deals are
relevant to browsers
54% are encouraged
by big box deals