Problems logging in, never-ending download sessions, unable to find what you’re looking for? If you haven’t encountered these issues online, consider yourself one of the lucky ones. Almost all of us, as consumers, experience different frustrations and irritations online. The tricky part here is for companies to be able to identify where these pain points are. Mopinion has researched the top ten online irritations of 2016.
Last year, based on the customer feedback we collected for our clients (mainly large B2C enterprises), we published an article on the Top 10 Biggest Online Irritations of 2015. The numbers for 2016 are now available and we’ve got some interesting findings to share…
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Measuring online irritations
There are two ways we can look at the customer feedback to gauge which issues rank the highest: in terms of volumes (% of feedback) and these volumes combined with the analysis of sentiments (based on the Mopinion Sentiment Index, or MSI). The MSI is a ranking of the sentiment of an issue based on a scale of 0 – 100, with zero being extremely negative and 100 being extremely positive. The average sentiment of all feedback in 2016 was 64.5 meaning it was more positive than negative.
This year much of the feedback we have analysed for our clients relates to consumers having “Problems logging in” (18.4%). However, when we include the sentiments of the different visitors, the feedback reports on these issues are not very negative (with an MSI score of 46.8). In fact, “Bug reports” are the highest source of irritation this year with an MSI score of 34. This is an interesting finding considering bug reports make up such a small percentage of incoming feedback (3.5%).
A couple other common feedback issues include “Online process doesn’t work well”, e.g. specific online functions are not functioning as they should (17.3%) and “Page Not Found” problems (11.6%), both of which rank high in the list including sentiments at an MSI of 41.5 and 41.9 respectively.
In volumes of customer feedback (% of top issues) the top 10 looks like this:
– Problems logging in (18.4%)
– Online process doesn’t work well (17.3%)
– Page not found (11.6%)
– Complex questions (9.7%)
– “My Account” cannot be found (8.9%)
– Contact information cannot be found (8.7%)
– Information cannot be found (8.4%)
– Download doesn’t work (7.1%)
– Having to fill information in again (4.9%)
– Bug Reports (3.5%)
When combined with sentiment analysis we get the following top 10:
– Bug Reports (MSI score: 34)
– My Account cannot be found (MSI score: 40.8)
– Online process doesn’t work well (MSI score: 41.5)
– Page not found (MSI score: 41.9)
– Download doesn’t work (MSI score: 42.9)
– Contact information cannot be found (MSI score: 45.5)
– Problems logging in (MSI score: 46.8)
– Having to fill information in again (MSI score: 47.4)
– Complex questions (MSI score: 47.6)
– Information cannot be found (MSI score: 48)
Combining quantitative and qualitative data
Based on the variation in ranking between these lists, it’s clear to see that using a combination of quantitative and qualitative data can provide you with a lot of useful insights.
In this case, while absolute volumes of data show you the frequency with which issues sprout up, you cannot fully gauge the level of irritation behind these issues without sentiments or feelings. For example, while your visitors may be reporting a problem on your website, not all of these visitors were seriously bothered by the issue.
Online feedback can be a powerful thing, but only if you act on it properly. It’s always best to start by identifying what you want to achieve with your feedback. Honing in on the details you think are the most important will give you a focus. Once you have clear goals in mind, you can seek out the right team members to share these insights with and from there, develop a plan of action.
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