OpinionLab Expands Integration of Customer Feedback with Web Analytics to Drive Actionable Insights

HIGHLAND PARK, Ill., March 30 /PRNewswire/ -- OpinionLab, the pioneer and leader in voice-of-customer (VOC) listening technologies, today announced the expanded integration of its feedback collection and reporting suite with multivariate and A/B testing tools. By integrating web analytics with OpinionLab's VOC solutions, brands augment traffic-analysis programs with actionable insight into the reasoning behind user behavior.

"With the cost of acquiring a new customer at six to seven times that of retaining an existing one, the imperative for brands to tune into input from engaged consumers has never been greater," said Rand Nickerson, CEO of OpinionLab. "While Web analytics provide crucial insight into what visitors do online, streaming VOC data reveals why those users behave the way they do.  With the expansion of our proven integration tools to include multivariate and A/B testing platforms such as Omniture Test&Target, brands can now layer page-specific customer insight over analytics test results.  Aside from identifying successes or problem areas more efficiently, companies are able to leverage key insights across their entire Web site or organization, exponentially increasing the ROI of every test performed."

A/B testing, or bucket testing, is a method of user testing by which a baseline control sample is compared to a test sample in order to determine the most effective Web page for a selected audience.  Multivariate testing expands on this process by allowing for multiple Web site components or pages to be tested in a live environment.

By integrating test performance data with OpinionLab's VOC solutions, businesses join attitudinal and behavioral data sets to reveal the root cause of customer actions.  Companies combine real-time, page-specific customer-feedback data with Web analytics to gain actionable business intelligence that applies not only to the specific touch point from which a user submits feedback, but also to the entire online presence or brand.

OpinionLab's patented, opt-in dynamic comment card is unique in its inherent compatibility with A/B and multivariate testing tools: the non-intrusive, always available feedback link collects streaming VOC data without interfering with or distracting from users' authentic experience with pages under review.

The benefits of this integration are reciprocal: VOC data guides further behavioral analysis and provides insight into certain patterns uncovered through analytics while Web-analytics data gives context to user comments and complaints, allowing brands to prioritize customer needs based on online traffic.

"Our breadth of experience in integrating with multiple analytics vendors, such as Omniture, WebTrends, Google Analytics, and a host of others, gives us unique insight into the measurements that are critical to identifying and managing site-performance issues," added Rand Nickerson.

With a ten year track record of success, OpinionLab is the proven leader and innovator in VOC listening technologies. Its familiar [+] symbol is a gateway to the patented, proven feedback methodology currently adopted by hundreds of the world's leading brands, implemented on more than 6,500 Web sites worldwide, and used by millions of consumers each month.

OpinionLab collects, interprets, and analyzes page-specific ratings and open-ended comments, then filters and distributes that streaming data to appropriate stakeholders within the organization. With proven expertise in collecting customer feedback from all digital and traditional touch points, including Web sites, brick-and-mortar locations, mobile sites and applications, and much more, OpinionLab provides consumers with a simple, consistent feedback interface and helps major brands efficiently leverage complex user-experience or business-intelligence data in real time.

About OpinionLab

Based in Highland Park, IL, OpinionLab is the pioneer and leader in real-time voice-of-customer (VOC) listening technologies. The patented, proven methodology behind this page-specific, opt-in customer-feedback system helps many of the world's top brands collect, manage, and leverage input from engaged consumers. By inviting customers to share insight in their own words, at anytime, from anywhere, OpinionLab harnesses the collective intelligence of consumer voices, interprets that information, and provides the tools to make VOC data actionable. Consumers in 50 countries click on the familiar [+] symbol more than 7 million times each month. For more information, visit www.opinionlab.com.

SOURCE OpinionLab