User Research

Find out how Visitors’ Satisfaction Index can improve your website

Visitors’ Satisfaction Index will help improve your visitors’ experience and make a more user friendly navigation for your visitors.

This metric can be related to the Customer Satisfaction Index because it can give a picture on the impact your website has. Wheather it’s positive or  negative impact, through Visitors’ Satisfaction Index you can find out what needs to be changed or what needs to be improved on your website.

Scalable measurement of visitors’ satisfaction with different aspects of the website:

1. Loading speed

Loading speed score has a huge influence on your visitors, being a decisive factor if they continue their navigation, or they end it right away. If your page doesn’t load fast enough, your visitors will leave because no one likes to wait. Take some time to improve your speed score, and you will also improve the average visits time.


There are a few ways to get a better loading speed. Google developers has some suggestions you can apply to your website:

  • optimizing caching
  • minimizing round-trip times
  • minimizing request overhead
  • minimizing payload size
  • optimizing browser rendering
  • optimizing for mobile

Make sure your website has a responsive design, adapted to different devices, mobiles and tablets. A very simple way to test a page speed score on your website is to use Page Speed Insights. You can use it here

Here’s test I did on, using


2. Ease of navigation

Build a simple, concise and practical experience for you visitors. Unlike frequent customers, visitors are researching for information about some products, prospecting the marketing and comparing prices and product attributes.


Visitors do not want a complicated experience, and they do not want to spend too much time looking for some particular information. Don’t add useless buttons and sections. Make sure you have an optimised menu and submenu. Test that type of menu goes best for your website. 

Features (4)

3. Variety of products 

You can easily use recommendation engines: it recommends products based on observations made throughout visitors sessions. For example, if a visitor has looked up a couch for his living room, you can recommend some accessories that match with that couch.


Have original product descriptions to impress your visitors. Also, it’s better if you have a benefit-oriented copywriting, that will emphasize the benefits your customers have by using your products or services. 

4. Delivery conditions 

Your brand will gain more trust if people know they can safely receive their order and you will easily build a long time relationship with them. Having visible shipping details, taxes or a calculation system available on your website its a big pro. Also, it’s very good to have as many payment options as possible. 


5. Returns policy

People need to know it’s ok to return a product and get their money back. It’s important to communicate this aspect. You can do that using a return policy information easily available on your website.

If people don’t find the answer to their concern, provide a very visible and simple customer support method they can message or call anytime.

Unlike frequent buyers or raging fans of a brand/e-shop, visitors usually don’t accept so easily to answer to a survey. That’s why, small gifts as invitations to an event, vouchers for next purchases, samples can motivate them to answer to some questions. All of these ‘triggers’ can be displayed through interactions like pop-ups, interstitials on a website. You can use Omniconvert to create surveys and personalised interactions.

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