Briggs & Stratton Corporation, worldwide producer of air-cooled gasoline engines for outdoor power equipment, has chosen ForeSee Results to help measure how design changes to the company’s Web site affect customers. The manufacturer has embarked on a 6-month site upgrade plan focused on providing information and resources most important to online visitors.
“We think we know what areas of our site need improvement or enhancement,” said Deborah Spanic, manager of Internet development, Briggs & Stratton. “One of the reasons we decided to use ForeSee Results is because we want to find out if these are the same areas that our users think need improvement. In addition, the ability to see the user impact of these changes will help determine where to spend our redesign budget dollars.”
Redesigning a Web site can be similar to sailing out into unknown seas without a map, explained ForeSee CEO Larry Freed. “Our data provides real-time customer feedback to Briggs & Stratton to help them effectively navigate through the redesign process,” he said. “The goal for any Web site change is increased customer satisfaction – we are able to scientifically measure how customers are responding to each design or functionality tweak and what the impact of those changes is on overall Web site delight. Our research takes the guesswork out of the project and helps companies focus their resources."
ForeSee Results’ data can help companies gather behavioral information about their Web users by asking a series of customized questions aimed at a specific Web site objective. Briggs & Stratton will use this research feature to investigate how a customers’ online experience impacts his or her offline behavior.
“We have a hunch from anecdotal feedback that our users are actually doing their comparison shopping online and then going to Home Depot or Sears with their printouts in hand to purchase,” Spanic noted. “We want real data to prove or disprove these theories.”