Customers Tell Us                            How To Build The Business
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Customers Tell Us How To Build The Business. Presented by Ellen Montgomery. May 2005. The Timeline. Winter ’03 Murals Your Way is founded Spring ’04Immersion Summer ’04Survey planned, mailed, returned Fall ’04Initial results shared/web changes begin

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Customers tell us how to build the business

Customers Tell Us How To Build The Business

Presented by Ellen Montgomery

May 2005


Customers tell us how to build the business

The Timeline

  • Winter ’03Murals Your Way is founded

  • Spring ’04Immersion

  • Summer ’04Survey planned, mailed, returned

  • Fall ’04Initial results shared/web changes begin

  • Spring ’05Research results/ recommendations presented


Customers tell us how to build the business

What Murals Your Way Wanted To Know

Are customers satisfied with the web shopping experience?

How can we improve our web site?


Customers tell us how to build the business

What Murals Your Way Needed To know

  • What drove them here?

  • Satisfied?

  • How do they shop, when, where, with whom?

  • Web savvy?

  • How can we reach others like them, drive traffic?


Customers tell us how to build the business

The Guiding Research Question

Will a better understanding of the Murals Your Way customer provide guidance as to how the company could improve its web site?


Customers tell us how to build the business

Methodology

  • 20-question survey to 250 recent customers

  • Sent from Murals Your Way, cover note from company president

  • 20% response rate


Customers tell us how to build the business

The Customer

  • Female (76%)

  • Married (67%)

  • Put mural in bedroom (39%)

  • Attend Home & Garden shows (47%)

  • Not big magazine readers (39%)

  • Watch home improvement TV (69%)


Customers tell us how to build the business

They Found It, They Like It

  • 92% never heard of MYW

  • 73% found MYW via a key word search

  • 61% found site “very easy” to navigate (20% “avg.-difficult”)

  • 96% would recommend MYW to a friend (high post-purchase satisfaction)

  • Only 45% had recommended “by name or web address”


Customers tell us how to build the business

How Customers Approached The Shopping Experience

  • 82% approached the site with an idea clearly in mind

    -- 27% knew exact scene, sought only that scene

    -- 55% knew theme, browsed for that theme

  • 12% not decided on type of mural, enjoyed browsing


Customers tell us how to build the business

Visibility Matters

  • 36% had seen a mural someplace, remembered it

  • 69% watch home décor TV show

  • 47% attend Home & Garden shows


Customers tell us how to build the business

Big Decision. How Is It Made?

  • 59% needed 2-3 return visits to complete purchase 31% needed 4 or more visits

  • 51% spread those visits from several days to 2 weeks 31% needed several weeks (2% needed 2 months+)

  • 75% sought the input of others during this time


Customers tell us how to build the business

The Role of Commercial

  • Homeowners, 80% of customers

  • Commercial buyers, 20% of customers

    - ASID(4,000)

    - Patient care providers (50K Peds., 150K DDS)

    - Multi-mural purchases will come from the commercial side


Customers tell us how to build the business

How Murals Your Way Has Put Findings To Use

  • Continue search engine prominence

  • Help customers navigate more efficiently

  • Foster visibility of the product

  • Help shoppers take the time they need to decide


Customers tell us how to build the business

Now On Staff - Sales Rep For Commercial Accounts

  • Targeting 4,000 ASID members (June conf.)

  • Medical

  • Hotels

  • Restaurants (Big Boy signed)

  • Others in negotiations (Kumon Learning)


Customers tell us how to build the business

More Recommendations Based On Findings

  • ‘Bookmark Now’ prompt – because they will leave

  • ‘Tell A Friend’ program – otherwise only ½ will

  • Sign up for “Before & After” emails – entice them back


Customers tell us how to build the business

Answer To Research Question Is…

YES, a better understanding of the Murals Your Way customer has provided guidance as to how the company could improve its web site.


Customers tell us how to build the business

Todd Imholte, President Murals Your Way

“Suggestions for expanding markets have been right on. The feedback has already made a significant difference in how we approach our site and our marketing.

Sales will reach a new high water mark this month.

Information from this research has helped grow the business by more than 300%.”

April 2005


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