Customers Tell Us How To Build The Business. Presented by Ellen Montgomery. May 2005. The Timeline. Winter ’03 Murals Your Way is founded Spring ’04 Immersion Summer ’04 Survey planned, mailed, returned Fall ’04 Initial results shared/web changes begin
Customers Tell Us How To Build The Business Presented by Ellen Montgomery May 2005
The Timeline • Winter ’03 Murals Your Way is founded • Spring ’04 Immersion • Summer ’04 Survey planned, mailed, returned • Fall ’04 Initial results shared/web changes begin • Spring ’05 Research results/ recommendations presented
What Murals Your Way Wanted To Know Are customers satisfied with the web shopping experience? How can we improve our web site?
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?
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?
Methodology • 20-question survey to 250 recent customers • Sent from Murals Your Way, cover note from company president • 20% response rate
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%)
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”
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
Visibility Matters • 36% had seen a mural someplace, remembered it • 69% watch home décor TV show • 47% attend Home & Garden shows
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
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
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
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)
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
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.
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