Pourquoi l'observatoire ?

pourquoi_lobservatoire

This new-generation, totally independent observatory measures the performance of websites in a given sector by having a sample of internet users perform tasks in test conditions. The evaluation is based on the customer’s online experience, and not on declarative data or the “common sense” of a web expert.
Observing the behaviour of internet users makes it easier to understand the specifics of the customer itinerary within the website and to understand how the Internet "black box" actually works.

User experience

All aspects of the interaction between a user and a digital interface which can be used to describe the perception and satisfaction the user has when using a product or system.

The observatory intends to look deeper than current frames of reference, which are reaching

their operational limits...

Referentials	... and their limits
The e-CSI Index (Sep 08) reveals high satisfaction with shopping online (79%), delivery of products by online retailers (80 %), the range of products available online (84 %) and the help available on websites when they have a query (76%). Jan 2009 results are even better !	Such metrics for e-commerce only focus on topics like quality and time frame for delivery, range of products proposed, security or customer support. Nothing related to the actual user experience on line!
Performance of web sites is assessed on the basis of both availability and response times of the server showing strong consistency. (Keynote – Jan 2009)	Such data as important as they are when it comes to accessing the site do not qualify in any way the user experience: the Internet “virtual” shop is open and accessible…
Top 50 E-commerce sites are regularly listed on search engines according to the number of pages viewed, one-time visitors or their visibility.	A frame of reference of measurements with little operational value if it were to be transcribed as is into a “physical” distribution model (number of people entering the shop!).
The Top 30 UK Online Retail Satisfaction Index 2008 classifies web sites on the basis of a 2 to 3 minutes online questionnaires (ForeSee)	As long as it is widely know that there are differences between what people say what they actually do. The visitor’s real satisfaction in relation to his/her objectives is never effectively measured.
Qualitative ergonomic surveys (user tests or eye-tracking) which collect information on users’ experience in « real-life” situations (6, 8 or 10 people).	The impossibility of weighing or prioritising pitfalls that have the greatest impact on performance and customer perception due to a sample that is too small.

...by bringing new information to the table in order to steer the Internet strategy more efficiently

An innovative method based on Yuseo’s proprietary tool

Observing the behaviour of internet users on a large scale enables to truthfully quantify and qualify specifics of the customer experience while on the website and to understand how the interaction within this medium actually works.

Mixed with existing data already available to assess Internet “performance” and positioning, metrics produced via a quantitative behavioural analysis enable to grasp the complexity of the actual user experience in order to pinpoint immediate drivers for optimisation of existing websites.

A vital supplement of objective measures aiming for performance

The e-Performance Observatory delivers a comprehensive review of :

The ability of the site to allow a user to complete a specific set of tasks. It illustrates the actual online behaviour induced by the site on a statistically reliable basis and therefore its efficiency as a tool.
The perception of the user while browsing the site in relation to its actual navigation and therefore the ability of the site to meet user’s expectations.