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OpinionLab announced enhanced integration of its customer-feedback offering with web analytics: voice-of-customer (VOC) tools can now integrate data from web analytics and multivariate and A/B testing platforms such as Omniture Test&Target, giving site managers the ability to layer page-specific customer feedback over analytics test results. By revealing the reasons that govern user actions, this data helps companies identify issues more efficiently and leverage key insights across the entire website or organization, exponentially increasing the ROI of every test performed.
OpinionLab’s patented, opt-in comment card is unique in its inherent compatibility with A/B and multivariate testing, and works both with or without existing testing platforms. The non-intrusive, always available feedback link collects streaming VOC data without interfering with or distracting from users’ authentic experience with pages under review.
Steps to successful integration:
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Identify key business objectives that can be addressed by integrating the data sources
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Define key data elements used in the integration: web analytics variables, testing platform variables, and OpinionLab (testing platforms are not a requirement)
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Activate and tag the OpinionLab comment card(s)
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Enable custom reports through your analytics tools. Examples include correlations between page names or test suites and ratings or open-text comments.
Screenshots of new integrations below:
