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Mystery Shop Your Website
By Peter Knight of The Website Audit
Mystery Shopping is a way of evaluating a business or service undercover. By pretending to be a customer it's possible to get insight into how well your business or service is really operating. It's extremely potent practice and in some companies the actual company directors and managers mystery shop their own businesses. Of course, the same can be done for websites. In fact it is a great way to collect valuable feedback and ascertain information that you would normally not get from just analyzing your webstatistics. In fact, while your webstatistics may indicate that people are quickly abandoning a certain page on your site, with a mystery shopper you can find out the possible reasons. Online Mystery shopping can be done in several ways. You can of course hire a specialized company to do it for you. The advantage here is that you will get a trained mystery shopper who is good at evaluating based on criteria. You can mystery shop your own websites by playing the role of customer. You might use a different name and contact your own support and see how they respond to issues. You can try out the various actionable processes on the site from start to finish. And then you can ask a friend or colleague to try your website out for you. A striking strategy by some companies is to obtain feedback from 12 year olds. The reasoning here is that if a site is understood by a child and the child knows how to use it - the site can be considered robust in its use. This is not a bad strategy at all. I do wonder if our 12 year olds are even more web savvy than most adults nowadays, but if a child understands a website, what the messaging is, what the visitor is supposed to do without too much confusion - you've got a very user friendly site and that helps performance. The key is to have a fresh set of eyes giving good honest feedback. Working on our own websites, we lose sight of what other perceptions are in interacting with our site. In testing website performance it's wise to never make assumptions and when we do - to test them regularly. Mystery shopping is a fantastic way to do that.
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Mystery online shoppers. That's a capital idea! I would be honored to be one. If you or anyone you know wants someone to mystery shop on their website, contact me in forum Window Shopping
The copyright for this content entitled "Mystery Shop Your Website" has been specified by the contributor as:
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February, 2012
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