Northstar Interactive, an Internet research
firm and business unit of Arbitron NewMedia,
delivered SiteScore, an online survey methodology for measuring the
effectiveness and appeal of Web sites.
SiteScore uses a pop-up window to intercept randomly selected Web site
visitors and collect their opinion of a site’s ease of use, visual appeal and
overall content, as well as to obtain basic demographic information.
Organizations can use these results to refine their sites, broaden their
appeal to target audiences and track online performance against their
competitors. Northstar said that because the survey requires little time and
is easy to complete, response rates are as much as 70 percent.
“While many organizations can track the number of hits and clicks on their Web
sites, most have trouble profiling visitors and especially tracking that
information over time,” said Cheryl Harris, president and CEO of Northstar
Interactive. “SiteScore gives them a way to gather more qualitative
information–not just how many people visit a site, but who they are and how
they perceived the experience.”
At the start of the SiteScore process, Northstar Interactive works with
organizations to study traffic and select intercept points that will yield a
proper random sample. When visitors reach the chosen point, a pop-up screen
offers them the opportunity to take the survey. Visitors who agree to
participate are linked to Northstar Interactive’s site to complete the survey, and
are then whisked back to the intercept point. The entire process takes just
two to three minutes.
Once SiteScore achieves a minimum random sample of 200 visitors, Northstar
Interactive compiles the results automatically. Northstar Interactive’s team
of researchers then prepares a report summarizing the key findings.
SiteScore includes built-in methodology to ensure that visitors are
intercepted only once, whether they choose to participate or not. Pricing for
the service was not disclosed.
