5 tips to tweak Kampyle

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At some time or another I think we have all come across the little triangular button on some website asking us to Give Feedback. The triangular button is, to many of us online analysts, synonymous with Kampyle. One questions that’s got me thinking is, are you as a Kampyle customer getting everything you can out of this visitor feedback analysis tool?

Experiences should be shared

One of the key reasons for me to set up Actual Insights, was to create an independent platform where online analytics/optimization specialists like myself can help others who work in the same field.

In 2010 I was in a position to put Kampyle through its paces on an enterprise size ecommerce website. While maintaining close contact with Kampyle representatives I was able to discover more on how to get the most out of this dynamic feedback tool.

I quickly learned that there was more to the tool than the features page on Kampyle.com initially told me. A vast amount of special settings and implementation techniques lay buried in the minds of the talented Kampyle professionals… now it is my turn to share some of these with you in the hopes that it will help you get more bang for your buck.

So, like all great bloggers eventually do, here is my first Top 5 list… my Top 5 tips on how to enhance your use of Kampyle.

1. Create Forms with Contextual Content

Although the standard Kampyle forms are a great place to start, they are more often than not 100% contextual to your website’s content. Let’s be realistic and admit that without any prior research you won’t necessarily know what’s really important to your visitors. This basically means that it will be hard to customize the forms soon after you start with Kampyle.

Over time you will learn what counts and you can adjust your form’s categories and sub-categories accordingly. So, what if your ready to move on right now, while reading this post?

I would recommend editing the Problems category first. Visitors that have experienced something negative on your website will complain sooner than a visitor who has not and when you offer them a portal like Kampyle they will make great use of it to tell you what’s gone wrong. The feedback is usually quite accurate and as a company, solving any dire issues will only help positively increase your visitor’s experience with your website.

Try tweaking your Problem categories and sub-categories to display topics that are relevant to your website, that you have spotted during previous research or your initial use of Kampyle.

For instance, your website might focus on selling products, but what is it about your products’ problems that make them unique? In the online travel industry I focussed my Problem product sub-categories to topics such as:

    • Unable to find a specific hotel
    • Unable to book a specific hotel
    • Cannot book a family room
    • No prices visible on page
    • No flights available on departure date

etc.

Now, as some of you might know, there is also, by default, a Usability category in Kampyle. A quick tip would be to include Problem sub-category topics such as 1 and 4 as Usability sub-categories. This will help you collect the information either way, as some visitors might approach the form wanting to give feedback on a usability issues, while others would basically see it as a ‘problem’.

2. Use different forms for different goals

Like I described in my first tip, the trick to getting high quality feedback from your visitors is creating contextual categories and sub-categories. Don’t forget though, that Kampyle let’s you create multiple forms that you can use on your website.

A method that I have used in the past has been to identify the different stages visitors are in during a visit. In layman’s terms: from the homepage all the way through to a product detail page, I identified visitors as ‘searchers’. Beyond the product detail page, so when a visitor enters the checkout process, I identified the visitors as ‘purchasers’… or as we in the travel industry like to say ‘bookers’… again it’s about context 😉

The visitor can experience problems in both areas, searchers will most commonly be affected by issues surrounding the product availability or its pricing. Purchasers can encounter form completion, payment or trust related problems while trying to navigate the checkout process.

In that regard, it won’t make any sense to offer a ‘purchaser’ the problem sub-category topic ‘No prices visible on page’. To sound like a broken record player… it is about context!

3. Create push-only surveys

What I have always liked about Kampyle is its Push-Mechanism (PM). The PM allows you to push the survey invite to a visitor based on several factors such as time on page or by moving the mouse outside of a browser’s active area. The latter can basically be described as the event where a visitor moves his/her mouse cursor off of the page being displayed in the browser to, for example, the URL address field or to click on another tab. The visitor is, theoretically, displaying behavior comparable to that of someone wanting to leave the website. Kampyle will allow you to push the invite to a visitor in these instances.

What’s so great about this? Well, let’s say you wanted to find out why people are leaving the checkout process, or even better, a specific page within the checkout process that has displayed huge levels of abandonment (research this with your analytics tool). How could we accomplish page focussed research with a tool like Kampyle?

A good conversion tip has always been to limit the amount of exit links on checkout pages, the so called Amazon model. With that in mind I deliberately did not place the Kampyle button anywhere within the checkout process to avoid visitors from getting distracted and abandon. So, even though we were not displaying the button, I still wanted to find out why people were abandoning the checkout. By slightly editing the settings for my ‘Purchasers’ form, since we are only interested in purchase problems, I inserted the javascript on the 2 pages within the checkout process that we had identified in Google Analytics as areas of concern. The Kampyle form would only be shown when visitors on the 2 previously identified pages moved their mouse cursors out of the active browser window.

Some of the main reasons for people to abandon, this was something we discovered through Kampyle in earlier stages of its deployment, were:

    • needed to discuss with partner before booking
    • needed to transfer funds from savings account first
    • was only comparing prices
    • session expired
    • technical issues

As you can see. Using focussed forms on specific areas on your site will help you gain terrific insights. The insights above helped us focus on how to solve these issues both technically and functionally.

4. Make contact form fields mandatory

Kampyle is not the most least expensive solution out there. It boasts a great range of functionality and analytics tools in the admin area, but let’s face it, like any tool we just want to get our money’s worth. The problem I had with Kampyle, was that I was seeing a huge amount of half empty feedback items. In other words, people were only grading our site and not selecting a Category, Sub-Category let alone leaving any free text feedback. For this reason we were reaching our subscription feedback cap very fast while not obtaining good quality feedback.

So how do we stop wasting feedback items on incomplete responses? The trick here is to talk to your Kampyle account manager and have them change the settings on the contact form fields that are displayed when the visitor wants to submit the feedback. By default, the form fields are not mandatory. Changing the form field settings to mandatory will help you siphon out the incomplete responses and increase the number of feedback items that actually tell you something. My experience has shown that by making these fields mandatory you will start getting better quality and more relevant feedback, but wait, there is more….

Like many other form situations, you will always get some Mickey Mouse entries with fake names, email addresses and phone number, but just take these for granted. In a previous blog post I discussed how you can use the collecting of email addresses to your advantage when setting up simple usability tests.

5. Track auto reply email links

The last and most easiest (and shortest) tip to set up concerns the auto reply emails you send out to respondents. In the auto reply emails it is always smart to add some sort of link back to your website or other related page(s). Don’t forget to add web analytics tracking codes to the links. This way you can track the effectiveness of your auto reply emails and track your respondents’ willingness to reengage with your website.

Conclusion

There is a lot more than meets the eye as far as Kampyle is concerned. Make sure you try to get the most out of it as some settings may be hidden or unbeknownst to you. A lot can be gained by putting a little more effort into your Kampyle implementation. In a future post I will talk more on how to deeper analyze Kampyle data using tools like Excel and to open up new communication channels with visitor feedback.

About Matthew Niederberger

Matthew works as Conversion Optimisation Manager at Ziggo BV. In his free time he enjoys family life as well as digging into online user research material whilst frequently generating some of his own, which he freely shares here on actualinsights.com.

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