Case Studies

eVŌC offers Case Studies from our Website research and client engagements to help clients determine which research methods are the most effective for meeting key online objectives. Read more about our Case Studies below.

Site Redesign Case Study

A leading travel company initiated a complete redesign of its online portal for domestic and international travel agents and wanted to incorporate customer experience testing before, during and after the redesign to ensure the new site was a success. As part of this process, the travel company conducted a baseline site evaluation on the existing site with current travel agents familiar with the portal. The baseline evaluation established an initial benchmark for performance and eVŌC provided recommendations for improvement based on direct user feedback. The Web development team created a series of mock-ups and new design flows that eVŌC then tested through usability testing to ensure the new designs were intuitive and meeting expectations. In 2008, the travel company launched the new online portal and performed a second site evaluation to benchmark performance of the new site. The new site is a huge success and shows significant improvement. Below are the findings:

• Satisfaction has significantly increased since the baseline site evaluation:
  68% ('05) → 83% ('08)
• Users are significantly more successful performing key tasks, with over 90% success for Quick Search, Advanced Search, and Book Reservation.

Home Page Benchmarking Case Study

A leading financial services company launched a new area of its site to provide a forum where users and financial services experts can interact online and share business and software answers, advice and solutions. As part of this process, the financial services site conducted iterative usability testing and a series of online site evaluations to benchmark the site performance and speak directly with current customers and prospects to make site improvements. A key component of the site design process was developing the most effective, organized home page that engaged both customers and prospects and clearly communicated the site?s value proposition. The team tested three home pages throughout the site development process and achieved over 80% success for home page organization. Below are the findings:

• Organization and clarity of the home page significantly improved from '06 to '08
• Customers: 38% ('06) → 64% ('07) → 84% ('08)
• Prospects: 44% ('06) → 70% ('07) → 80% ('08)

Eye Tracking Case Study

A leading pharmaceutical company recently launched a new integrated marketing campaign, leveraging print, television and online advertising to drive awareness and usage of its global corporate Website. The pharmaceutical company worked with eVŌC Insights to conduct eye tracking of its online media campaigns to identify whether users noticed its online ads and determine if the ads appropriately set expectations for the Website content. The eye tracking was very effective for validating the visual design and location of the advertising. Below are the findings:

• The majority of users notice advertising when seen in context
• On CNNMoney.com, users notice the right ad first as it is in context
• On NYTimes.com, users notice the top ad first as it is below the navigation

Brand and Concept Survey Case Study

A leading travel activities provider was interested in redesigning its site and brand positioning to be more current and inclusive of its enhanced offerings. As part of this process, the company worked with eVŌC to reach out to customers and suppliers to evaluate current perception of the brand and test new taglines for the site. The research provided valuable insight for how to position the brand for the new redesign and determined a clear winner for the new tagline. Below are the findings:

• Winning Tagline: "Unforgettable tours and experiences. Unbeatable deals."
• Outperformed Existing Tagline by 41%: "The things you do when you get there."

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