Measuring User Satisfaction Through Website

Published Date: 02 Nov 2017

Reaching potential customers and retaining them for a

longer period of time is one of the major challenges for website

owners and designers. If a customer is satisfied with website�s

interaction, the likelihood of his/her retention becomes higher

too. Researchers have given models to evaluate the overall

performance of websites and one such evaluation framework is

by Shanshan Qi. The said model has three aspects to evaluate

performance of a website. One Out of Three is Service

Performance which emphasizes on the parameters of

customization, responsiveness, customer satisfaction, trust and

security. However,the model does not further elaborate customer

satisfaction which can be measured with the help of certain

metrics. In this paper extension to the given model has been

proposed by highlighting the metrics of customer satisfaction.

Keywords: Website Usability, Website Evaluation Framework,

Measuring Customer Satisfaction.

I. INTRODUCTION

The popularity of Internet and efficient use of Information

Communication Technologies (ICTs) has motivated millions

of businessmen to sell their products and services through

websites [1]. People are obsessed to spend much of time over

the Internet due to the invention of social networking websites,

such as, Facebook and micro blogging twitter. This addiction

has forced the internet users to use internet from their mobile

devices. This is why; internet access through mobile devices

has been increased over the years [2].

In 20091 , �the global time spend by the users over the

internet has increased by 82% than the year before� [3]. This

captures the interest of businessmen to grasp the user attention

over the internet to market their products or services.In order

to provide online services or to sell products online, one need

to have a good website [4]. Furthermore, to remain

competitive in the internet world, it is necessary to adopt latest

web trends and web technologies while designing a website

[4], [5]. It is also noticed that rapid change in the web trends

and technologies has made usability difficult to achieve. The

functionality and user interaction offered by web 1.0 (static

document pages) is entirely different from web 2.0 (dynamic

application oriented pages) [6].Moreover Researchers [7]

argued that �rapid diffusion of the Internet and open standard

technologies is producing a significant growth of the demand

of web sites and web applications with more and more strict

1http://goo.gl/RoCZ7

requirements of usability�. Therefore making usable websites

using latest web trends and technologies is an important

concern at present [1], [8].

This gives an impression that upgrading websites using

latest web trends and technologies is a need of today�s

competitive business. However, this change should also

contribute positively in terms of usability since the usability of

a website helps in retaining the customers.Despite technology

enhancement factor, reaching a potential customer over the

internet is also a major challenge [9]. Here potential customer

means that a customer who participates on a website; whereas

�customer participation is the degree to which a customer is

involved in producing and delivering the service� [9].On the

other side if a customer is not participating on a website it

means that a customer does not feel satisfied with the website

[10]. It affects company�s effort in terms of time and money

[11], [12].

In addition, once a potential customer is reached, how to

retain him/her for a longer period of time is another difficult

job [13] [14].However, researchers [13] argued that customer

retention involves fulfilling different aspects of satisfaction

through a website. Furthermore, researchers [5], [15], [16]

define satisfaction as �a website�s communication ability in

understanding consumer�s needs�. Hence, the loyalty of an

online customer cannot be extended without considering the

satisfaction.It has been proven by the researchers [17]that

customer�s satisfaction can be achieved by maintaining

continuous interaction with the customers. Customer�s

feedback can be used to define their needs and hence websites

designed based on the needs defined by the customers

themselves will help to maintain their satisfaction [17].

Customer satisfaction is therefore one of the criterions for

measuring performance of a website. Researchers have given

models to evaluate the overall performance of websites and

one such evaluation framework is by Shanshan Qi. The said

model has three aspects to evaluate performance of a website,

(1) Service Performance, (2) Technique Performance, and (3)

Special Service to Disabled People. The Service Performance

aspect of model emphasizes on the parameters of

customization, responsiveness, customer satisfaction, trust and

security. However, the model does not further elaborate

customer satisfaction which can be measured with the help of

certain metrics. These metrics are useful as an improvement

factor for the website to make the design process iterative.

In this paper, we have proposed certain metric parameters,

which can be used to evaluate websites and to measure

customer�s satisfaction of website [5].

II. LITERATURE REVIEW

Millions of websites are coming into service, as with the

increase of user involvement over the web. This motivated

many business men to get an online presence and become

equally competitive [1]. Despites this motivation, it creates

strict requirements of usability to follow for the website

owners.However, the literature suggests that designing usable

website has a close relation to the user satisfaction. This

satisfaction can be achieved through website�s communication

ability in understanding the user�s needs [5]. It means that if a

website is designed according to the user�s needs, it can for

sure appeal and retain the customer in visiting the website

again. Customer retention makes website in profit but it

requires measuring website overall performance with time to

time.

The researchers argued that there is no such common

standard to evaluate the overall performance of the website.

To perform a real website evaluation, Shanshan Qi presented a

framework for evaluating the overall performance of the

website as shown in Figure-1 [5]. The said framework is based

on evaluating two types of performance. One is the technical

performance, which is useful to evaluate the technical aspects

(that is structure, usability, layout & design and effective

navigation) of the website whereas service performance is

used to evaluate the effectiveness of the service (that is

customer satisfaction, trust, response to customers) provided

by the organization to their customers. Moreover, the

framework highlights the key factors necessary to keep in

mind while designing/developing a website.

The said framework is helpful in identifying the detail

problems based on three major aspects i.e.Usefulness, Service

Quality, Website physical accessibility. Usefulness symbolizes

functionality and usability, which both are technical aspects of

a website. Functionality refers to the contents of a website

whereas usability refers to the ease-of use [18], [5].The second

aspect of the website performance is based upon service

quality of the website termed as Electronic-Service Quality. EService

Quality is the �extent to which a website facilitates

effective shopping, purchasing and delivery� [19]. Effective

shopping, purchasing and delivery come in the online service.

Particularly when consumers feel satisfied with the online

service of a website, they will be happy to stay and use the

website again [20]. According to Shanshan good E-Service

quality is dependent upon how successful e-marketing

strategies are.

E-marketing strategies cover website effectiveness in

winning customers. E marketing can be measured with the

help of customization, responsiveness and customer

satisfaction. Customization is defined as how a website

attracts a customer by addressing their

preferences.Responsiveness is how easily a customer can

contact website�s management and how efficiently the website

responds to customer [21], [5]. The last parameter of emarketing

strategies is the customer satisfaction which is

defined as website�s communication ability in understanding

consumer�s needs [16], [15].Website reliability is the second

classification of e-service quality which can be measured with

two sub-factors: trust and security. Trust signifies how fair the

website is in terms of providing services and is loyal to

customers. Whereas, security is how a customer is protected

while performing any task online, such as sharing personal

information and making online payments [5], [21]. Last but

not least is the aspect of physical accessibility which is based

on W3C/WAI web content guidelines. Very few studies have

been found in the literature on physical accessibility.

However, the website evaluation framework has, its

foundation based on the theoretical concepts and unable to

measure the user satisfaction based on some key metrics. As

there is no data available so that facts can be derived and

applied to improvements in website technical and service

performance. Finally yet importantly, if some extensions will

be added to the framework of Shanshan Qi, it will be able to

measure the website performance and makes a website

successful.It is important to notice why the new extensions are

proposed? In designing a usable website, the following

attributes are important to be considered in order to maintain

good website performance [22]:

� Structure: this defines the information organization

handled by the application and its relationships.

� Navigation: represents how information can be accessed

� Presentation: describes how information is presented to

the user (layout and design)

However, the website structure if not managed effectively

can affect the website's size, complexity and page loading

speed. In short, website�s structure affects both technical and

service performance in a long run [23]. For this reason, it is

important to measure how a website is performing. Therefore

the new extensions will able to measure issues related to

structure, navigation and presentation of the website.

Furthermore, the new extensions will answer the following

questions:

� How long user stays into your website home page?

� How many pages per visit, each time a single user is

visiting?

� How many pages per visit are required to perform a certain

task on a website? If the pages per visit are low then why

users are unable to perform a certain task through a

website?

� What pages of the website are exit points?

� How many new visitors are with respect to returning

visitors?

� Are the returning visitors not low and high new visitors? If

this is so then why returning, visitors are not retained into

a website?

It is a well-known marketing prospect that recruits a new

customer is far more expensive than retaining an existing one

[24]. Thus measuring the customer satisfaction (with the help

of new extensions/metrics) will able to retain customers on a

website [23]. Therefore this paper emphasizes on proposing

key metrics/framework extensions to help in building customer

loyalty, encouraging repeated purchases and maintaining long

term relationships with customers [4]. The level of satisfaction

experienced by buyers can be quantified with the help of metric

parameters with the help of proposed metrics.

Figure 1: A New Framework on Website Evaluation by shanshan Qi [5]

III. PROPOSED WORK

Figure 2 shows the evaluation framework presented by

the author Shanshan Qi. Along with authors work, weproposed

certain metric parameters, which are useful in measuring

customer satisfaction for a website. These metric parameters

act as a model extension of the framework presented by

Author Shanshan Qi.

Google has provided web analytics tool, which is used for

a website evaluation by checking required metrics for a

website. These metrics must be analyzed against certain goals

of a website. Therefore, it is far more important to first

determine the website conversion goals. An online conversion

goal is an action that website owners want visitors to take on

the website [25].To determine the website conversion goals,

website owners can ask themselves �What they ultimately want

visitors to do on their website?�.Here are a few examples of

website goals when achieved called a conversion for a website:

1. Signup for a newsletter of a fashion magazine website.

2. Filling out a contact us form of a website

3. Make a sale on an ecommerce website

4. Read 2/3 blog posts on a blog

5. Download an e-book on a website

Figure 2: Measuring Service Performance of a Website And

Model Extension of �New Framework on Website Evaluation by [5]�

In this paper, certain metrics (of Google) are proposed to

evaluate the website with some specific conversion goal. With

these metrics up to some extent �Customer Satisfaction� can be

measured which is an important aspect of usability.

Pages Per visit:Google defines pages per visit is �the average

number of pages viewed per visit to the website. Repeated

views of a single page are countedin this calculation [26].

Visit-Duration/Time-on-Site (Avg): Google explains

�average visit duration�. �It can be calculated by dividing the

total time on site by the number of sessions for the selected

time frame� [27].

Bounce Rate: �Bounce Rate is the percentage of bounced

visits to the website�. How bouncevisits happens? Basically a

visitor lands on a home page, looks around for a min or two

and immediately leaves [28] .

Exit Pages: This metric identifies the number of exits from

website pages, as with entrances. Using this metric in

combination with aparticularcontent pages in order to

determine the number of times that particular page was the last

one viewed by visitors [29].

New Visitors:When someone visits a website for the first

time, the visit is categorized as �Visit from a new visitor� [30].

Returning Visitors:If the visitor has browsed the website

before, the visit is categorized as �Visit from a returning

visitor� [30].

Conversion Funnel:Most important is a funnel conversion

analysis, which can give a detailed overview of all the

problematic areas of a website. Conversion funnels can give a

lot of valuable information that can help increase time spent

on site, bounce rates, conversions and sales. Moreover

examining the customer behavior like how they navigate

through the website can determine what changes website

owners need to make it easier for a customer to purchase. [31]

Example Case: Goal-Purchasing Items from an

EcommerceWebsite � In order to better understand the usage

of these metrics for any website, assume the specific goal:

purchasing items from an ecommerce website. There are the

following defined steps, which are performed by the visitors:

1. A person visits an ecommerce website

2. That visitor start putting an item into their shopping

basket

3. The visitor clicks �checkout�

4. The visitor enters shipping/ billing address and selects

secure payment method

5. Enter all of his credit information and clicks �Buy�.

Conversion Funnel:Consider the simplified tracking data

(visitors details) for conversion funnel as shown in Figure 3.

Figure 3:Standard Purchase Process Overview [32]

Steps 1-4 are all micro conversions and step 5 clicking

�Buy� is a macro conversion. From the conversion funnel,

website owners can determine why visitors drop out at microconversions.

Therefore, website owners need to look at these

sections and find out why visitors leave from these pages.

1) 150 visits on home page

First website owners need to find out from where the traffic

is coming. That is either from PPC ads, email promotion,

Facebook or Twitter etc. Second website owners ask

themselves Is web page relevant to a visitor? For example, If it

is written �Men Suits� in the ad and visitors are directed to a

page containing blue jeans and T-shirts then bounce rate will

become maximized. So bounce rate in an important metric to

check in this case.

2) 80 visits put an item on their online shopping basket.

Now website owners need to find out why 70 visits are

bounced back from the home page? One reason can be

irrelevant information displayed to the visitors as mentioned in

the first point. Second reason can be the use of system specific

words than using user specific. For example the use of �Add to

Cart� button is a system specific word than �Buy Now�. Also

this button �Buy Now� must be placed at a visible location.

3) 50 visitors click checkout button:

Again website owners need to examine, Can checkout

button easily be seen by a visitor? Can visitors easily access a

shopping cart and checkout process from the product pages?

After answering these questions website owners get to know

the reason of 25 bounces backed visitors.

4) 25 visitors enters all the shipping/ billing information

and clicks on secure payment page

At this point website owners need to question themselves

�Less is more�; Are there any unnecessary steps in the

shopping cart process? Is the status of the whole shopping cart

process is displayed to the visitor? Are the input fields, drop

down are appropriate for the type of data required? Are expert

users can use shortcuts while filling the information form?

After answering these questions website owners get to know

the reason of 25 bounces backed visitors.

5) 15 visitors enter all of their credit card information and

click �Buy�

At this point website owners need to question themselves

are shipping and taxes calculated? So visitors know exactly

what they pay before they reach the final payment stage? Is

there a preview available for the summary i-e products, taxes,

shipping and billing address, total cost on the final step. After

answering these questions website owners get to know the

reason of 10 bounces backed visitors.

Further stats/metrics can be checked for the shopping cart

website are as mentioned in Table 1:

Table 1:Website Analysis with the metrics evaluation

METRICS EVALUATION

1 Pages Per visit

Usually product ordering pages of an ecommerce

website is about 5 layers deep as shown in diagram

A. Checking �Pages per visit� can inform website

owners about the issues with the website pages if

visitors leave website in between the process. For

example average 2/3 Pages per visits is probably a

bad sign for an ecommerce website.

2 Exit Pages

An exit page shows the unnatural exit points of a

website.In order to check the �exit pages� of an

ecommerce website, if for example a large number of

users are dropping out at the second page of an

ecommerce shopping cart then it may have a

usability problem. However finding and fixing these

problem points/ exit pages can have a major impact

on the bottom line of a website.

3

New Visitors

Vs. Returning

visitors (%)

The difference of �New Visitors� vs. �Returning

visitors� can be checked for the ecommerce website.

For example if from about 3 months the new visitors

are about 90 % but returning visitors are 10% it

means the website is not capable to retain the old

visitors (returning visitors). The reasons may the

website is not appealing to the visitors or may have

issues with usability of the website.

4 Bounce Rate

By checking the bounce rate of the website, the

percentage can be known for total bounced

visitorsfrom the website. In addition, what steps you

need to take in order to reduce the website bounce

rate?

5 Average time

on site

Evaluating the metric �Average time on site� for an

ecommerce website does not have useful impact on

measuring customer satisfaction. Because of the

reason, lower time may indicate better customer

experience and smoother checkout. Also if average

time on an ecommerce website is greater it may be

possible that a website is difficult to navigate and

find product. But this metric can be effective

parameter for a blog website where higher average

time on site represents the good content on a site.

IV. DISCUSSION

The evaluation framework given by author[s], behaves as

a conceptual structure for building a website [5].Referring

Figure 3, at present the framework is providing a way to

evaluate a website�s performance on the basis of three aspects,

website usefulness,service quality and website physical

accessibility. Website usefulness is based upon website�s

functionality and usability of the website, which is categorized

as technical performance of the website. And service quality is

categorized as service performance of the website which is the

extent to which a website facilities quality online service. An

example of quality online service is website�s facilitation to

effective shopping purchasing and delivery [5].

Conceptually service performance is based upon the

technical performance. That is if there is something wrong

with the technical aspect of the website for example

navigation, design and layout or usability etc, then it may

definitely affect the service performance of the website. This

can be judged with the help of customer satisfaction attribute

of the service performance. When consumers feel satisfied,

they will be happy to stay and use the website again [20]. How

to judge either customers are willing to come back to the

website or not? It can be measured with the help of metric

�returning visitor� vs. �new visitors�. See the difference

between the �returning visitors� and �new visitors�. If there is

much percentage of returning, visitors (suppose 90%) as

compare to the new visitor (10 %) then it seems pretty much

fine with the wiliness to come back to your website. Indirectly

the above-mentioned metrics �returning visitors� Vs �new

visitors� are measuring the customer satisfaction attribute,

which is the part of service performance.

Attaining customer�s attention is the first important

criterion for an online channel [5], [33].Specifically

customer�s satisfaction behavior (based on his attention) can

be judged with the help of �bounce rate�. And consumer�s

attention can only be grasped, if the website is successful in

catching consumer�s preferences (Customization concept of

framework [5]). It is also obvious that service performance can

only be measured when the website is fully operational. It is

then helpful to get the feedback of the user. With the help of

user feedback changes can be made to a website by making

the design process iterative.

Take another metric �Pages Per visit�. In order to judge

the customer satisfaction of the blog is different to an ecommerce

website. Average 2/3 �pages per visit� is acceptable

for a blog but not good indication foran e-commerce website,

which is 5 pages deep process to purchase an item. In order to

check what is wrong with your e-commerce process based on

multiple pages, then �exit pages� is the best metric to check

within your pages. In the following example with can easily

get to know that there is problem while customer is browsing

products and 50 % exits occur over here. Either you need to

revise your product pricing or check issues with the

effectiveness of the shopping process. Also an attribute �Time

on Site (avg)� is a good metric to judge the satisfaction of the

customer while user is reading blog posts. However 3-4 min

�avgtime on site� on a blog is a good indication but not at all

good for the following shopping cart process, because it might

be the case that customer is stuck with the purchase

process.After presenting the model extension, it have become

possible now to measure the customer satisfaction aspect of

the website performance to make the website design process

iterative.

V. CONCLUSION

Measuring user satisfaction for a particular website is an

important aspect of usability. If the data values about metrics

such as pages per visit, average duration of a user on the

website, bounce rate, new vs.returning visitor are known then

it can be easy to predict the user behavior of a website. Thus

with these stats not only user behavior can be predicted but

also website design can be modified in multiple iterations.

These stats can be observed on a regular basis for any website,

which is helpful to keep updated about the user behavior.

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