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Customers Tell Us How To Build The Business May 2005 Presented by Ellen Montgomery.

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Presentation on theme: "Customers Tell Us How To Build The Business May 2005 Presented by Ellen Montgomery."— Presentation transcript:

1 Customers Tell Us How To Build The Business May 2005 Presented by Ellen Montgomery

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10 The Timeline  Winter ’03Murals Your Way is founded  Spring ’04Immersion  Summer ’04Survey planned, mailed, returned  Fall ’04Initial results shared/web changes begin  Spring ’05Research results/ recommendations presented

11 1.Are customers satisfied with the web shopping experience? 2.How can we improve our web site? What Murals Your Way Wanted To Know

12  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

13 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

14  20-question survey to 250 recent customers  Sent from Murals Your Way, cover note from company president  20% response rate Methodology

15  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

16  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

17  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

18  36% had seen a mural someplace, remembered it  69% watch home décor TV show  47% attend Home & Garden shows Visibility Matters

19  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?

20  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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22  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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32  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

33  ‘Bookmark Now’ prompt – because they will leave  ‘Tell A Friend’ program – otherwise only ½ will  Sign up for “Before & After” s – entice them back More Recommendations Based On Findings

34 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…

35 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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