Optimizing the Web Channel

user friendly market research™

Delivering Value FAST with CheckPoint

Case Study


PROJECT BACKGROUND A luxury car company was timing an expansive (and

expensive) website re-launch with a well-placed Super Bowl advertisement.

The intent of the ad was to drive people to the new site, so naturally this automaker wanted to make sure the fresh look would be useable by the target demographic.


CLIENT OBJECTIVES Confident in the quality of the ad, the client wanted to

confirm that two distinct Super Bowl audiences would connect with the website, and the brand.

It was important that the older demographic (likely to purchase the car) be able to easily navigate the redesigned website.

It was equally important that the website also appeal to the younger audience; the client’s new target demographic.


THE CHALLENGE While the project objectives weren’t too difficult, the

project timeline did present a bit of a challenge. The Super Bowl takes place on a Sunday, and the client requested

the study on the Monday before.

We needed to be ready to perform live Customer Usability Testing by Wednesday in order to deliver the report and recommendations in time for the big game.


OUR APPROACH The logistical simplicity of the CheckPoint usability

process allowed us to guarantee the client a quick and easy turnaround.

We knew the system would be able to give us a sense of what both target audiences were looking for, and that our prescriptive report would allow the client to quickly act on our recommendations.


THE OUTCOME Not only were we able to pick up on a few minor non

sequiturs and organizational issues within the website, but also catch a major oversight both target audiences were looking for: PRICE.

In order to access the cost of a new car, users, both young and old, had to link out of the automaker’s website to that of a local dealership. This essentially undermined the experience the client was investing

so much to provide.


THE PAYOFF After just four Customer Usability Tests, the client left the

facility to immediately fix the potentially costly oversight of neglecting to specify the cost. The CheckPoint usability process itself provided the necessary

information to make the Super Bowl ad spend worthwhile for the client.

Timely research also enabled the client to go into game day confident that both target audiences would connect with the website, and importantly, the brand.


CONTACT

To learn how CheckPoint can help you optimize your web channel, please call John Greenberg at 212.660.0110

Optimizing the Web Channel

Business

Transcript of Optimizing the Web Channel