Information Technology Reference
In-Depth Information
It covers a wide range of industries,
including retail, automotive, and manu-
facturing. The analysis of websites using
the ACSI methodology is done by Foresee
Results ( www.ForeseeResults.com ) . The
ACSI has become particularly popular
for analyzing U.S. government websites.
For example, 100 U.S. government web-
sites were included in their fourth quarter
2012 analyses of e-government websites
(ForeSee Results, 2012). Similarly, their
annual Top 100 Online Retail Satisfaction
Index assesses such popular sites as
Amazon, NetFlix, L.L. Bean, J.C. Penney,
Avon, and QVC.
Figure 6.15 Sample data from the WAMMI online service showing
average scores in each of five categories, plus an overall usability score.
The ACSI questionnaire for websites is
composed of a core set of 14 questions,
as shown in Figure 6.16 . Each asks for a rating on a 10-point scale of different
attributes, such as the quality of information, freshness of content, clarity of site
organization, overall satisfaction, and likelihood to return. Specific implemen-
tations of the ACSI commonly add additional questions or rating scales.
As shown in Figure 6.17 , the ACSI results for a website are divided into six
quality categories: Content, Functionality, Look & Feel, Navigation, Search,
and Site Performance, plus an overall satisfaction score. In addition, they pro-
vide average ratings for two “Future Behavior” scores: Likelihood to Return and
Recommend to Others. All of the scores are a 100-point scale.
Finally, they also make assessments of the impact that each of the quality
scores has on overall satisfaction. This allows you to view the results in four
quadrants, as shown in Figure 6.18 , plotting the quality scores on the verti-
cal axis and the impact on overall satisfaction on the horizontal axis. Scores in
the lower right quadrant (high impact, low score) indicate the areas where you
should focus your improvements.
6.6.3 OpinionLab
A somewhat different approach is taken by OpinionLab ( www.OpinionLab.
com ) , which provides for page-level feedback from users. In some ways, this can
be thought of as a page-level analog of the task-level feedback discussed earlier.
As shown in Figure 6.19 , a common way for OpinionLab to allow for this page-
level feedback is through a floating icon that always stays at the bottom right
corner of the page regardless of the scroll position.
Clicking on that icon then leads to one of the methods shown in Figure 6.20
for capturing the feedback. Their scales use five points that are marked sim-
ply as − −,−,+−, +, and ++. OpinionLab provides a variety of techniques for
Search WWH ::




Custom Search