I’ve successfully harangued a pair of my colleagues (Rachel and Kevin) into getting our feet wet implementing some growth engineering tactics in our larger hospitality strategy. That strategy is, of course, to make WordPress.com customers the happiest customers in the world.
Here’s the 1.0 of the plan:
- Each of us will individually analyze the Google Analytics data for http://en.support.wordpress.com/
- From that data, we will each find what we see as the three documents with the highest traffic but also the highest bounce rate, indicating lots of views, and lots of departures from that document. The idea here being that these docs will either be the very best (customers problems are solved, and they go to their Dashboard to implement the solution) or the worst (customers simply abandon their search and head to Google. Or Buzzfeed. Probably Buzzfeed.)
- Add a pop-up survey to the bottom of each of these high-traffic-high-bounce sites asking general questions about the quality of the doc, feedback, etc. We haven’t sussed out these questions yet.
- Let the survey run for a few weeks, being vigilant to any support requests it might gather.
- Read the responses & confer with the documentation folks to work on improvements.
- Track the docs over time, watch for a change of bounce rate.
For a first dive, I’m hopeful. It will give us a chance to work together as a team, become familiar with the tools at hand (Google Analytics and Qualaroo, in this case), and hopefully iterate into bigger and better things!
2 thoughts on “First Happiness Data Project”
I don’t know for sure if it matters but volunteers (and maybe HEs too?) bounce in and out of the support documents all day long to grab links to share in the forum to back up answers. There might not be enough volunteer traffic to skew anything–or you might be able to filter it based on how it’s connected to forum posts, but I thought I’d mention it.
Sounds like a groovy project!
Thanks Maureen! That’s exactly the sort of thing I’m thinking of when I think about the bounce rate – it could indicate good traffic (after all, volunteers who are familiar with the docs would be referencing good, useful docs, and then leaving) or it could indicate frustration and giving up. It’s a complicated metric, but we’re working on it!