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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Web Analytics (An Hour A Day) – Chapter 3

Consumed => “Web Analytics (An Hour A Day) – Chapter 3 (Overview of Qualitative Analysis)” by Avinash Kaushik.

=> Key takeaway (page 69)…

Survey Completion Incentives

There is no beating around the bush on this one. For most website or post-visit surveys, the best practice is not to provide incentives. Customers want to share their experiences on your website and let you know how you can improve it for them. Incentives usually skew the data because the incentive becomes the motivation, and this usually reduces the quality of the data. It is also harder to detect the pollution in the data. If you don’t have enough respondents, try to optimize the questions, structure and triggers. Consider incentive only as a last resort.

As expected, it was a damn good chapter with plenty of good points from Avinash. I wanted to highlight the above specifically for all the social media “gurus” out there in La La Social Media Mythland. In short, when you tie a reward to a Like then it is no longer a Like. Period. End of story.Increasing Likes out of context and with false pretenses is a massive no-no.

Clients, if anyone tells you otherwise then raise your foot to the back of their trousers and send them away.

BTW, page 59’s “Sample Website Experience Best Practices” list is worth the price of the book and then some.

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