Happy Friday everyone! Today’s Active Community session wraps up our discussion on Active’s first usability study. For the past couple weeks, we’ve been talking about usability and the importance of keeping the customer at the forefront of design. After briefly reviewing the results from our Active Usability Lab study, we found there was a huge dichotomy between the broker and customer needs. Through online surveys and focus groups, we found that what  customers ranked most important did not line up with the broker.

Because Active has access to Tobii Technology’s eye tracking system, we can now scientifically evaluate how users are navigating our sites making us better equipped to consult with Active Enterprise Network members on the best placement of components on their websites.  For our next usability study, we will be taking a closer look at the navigation pages and site map in order make our sites easier to navigate  for the user. Once the study is completed, we’ll be releasing more information to you on our blog.

As we wrap up this session on Active Community, we continue to make our way down the funnel. We started Active Community discussing search and the importance of getting customers to our sites through keywords, content ,etc. Then we moved to usability and the importance of keeping customers on our sites. Now, our next step is to discuss eBusiness and what we need to do to turn online leads into sales.

Active Website is excited to share with everyone our LifeCycle online inquiry management product and how we are helping our clients convert inquiries into sales. Watch our video for a wrap up on usability and for a preview of what to expect for the next few weeks of Active Community.

Related Posts:

Active Community: Introduction to the Active Usability Lab

Active Community: Usability Lab, Part 2

By John Sable