Case Study: How Build.com creates successful customers with user feedback
– Marshal Downey, Strategic Partnership Coordinator at Build.com
The Project: Build.com
Using Live Since: Nov 2013
Based in Chico, California, Build.com is consistently ranked as a top 100 online retailer, with over 390 employees committed to providing the best customer service & online experience.
Prior to Live for Websites, Build.com only collected feedback from customers that had successfully made a purchase. By limiting themselves to these successes, there was no way to discover what made an unsuccessful customer and no way to understand the visitor sentiments and frustrations which prevented a purchase.
Marshal Downey, Strategic Partnership Coordinator at Build.com said,“We were hoping to improve our site by focusing our resources on common pain points identified during on-site feedback collection”. To do this, Build.com had to collect on-site feedback to capture the thoughts of potential customers. This would then allow them to create a more effective system.
Usabilla helps discover user needs
Build.com first started with Live for Websites in November 2013. Having never used a voice of customer tool, they tested 7 different vendors before opting with Usabilla. Marshall explains the reasoning was simple
“[Live for Websites] was the easiest to use and collected the most feedback.”
Another thing, which Build discovered during A/B testing, was that Live for Websites did not negatively impact site speed like other vendors did. As an ecommerce company, this was considered critical to their final decision.
Sticking with Usabilla
Live for Website’s little need for technical qualifications has been key to its success for Build.
“Usabilla has been great. The drag-and-drop interface is very intuitive. We’re able to customize forms in pretty much any way imaginable. But the best part is being able to do all of this without needing to involve IT for every update.”
Once the code has been added to the webpage, it needn’t be touched again. All changes are automatically applied. This ensures Build’s business colleagues – who have limited coding knowledge – can easily add modify, and customise feedback campaigns (on the Usabilla Website) without needing to involve IT resources.
The Usabilla Feedback button on Build.com
Build.com have collected over 5000 unique pieces of feedback since activating Live for Websites with a range of feedback, both negative and positive. The real actionable stuff however is the negative feedback – helping Build focus on where improvements need to be made. Marshal gives us a couple of examples feedback, and how it was dealt with:
Example 1 – Bug Discovery
Example 2 – Using Campaigns
A Deeper Analysis
These examples, and many more, have led Build to ensure that feedback is considered within the development cycle. When they take on a new initiative – for example, improving the shopping cart – Build will start by collecting user feedback on the cart to identify specific user issues.
From here, improvements are released along with a targeted campaign soliciting feedback about the specific improvement. This really helps Build ensure that they are
delivering the best possible experience to their customers.
With almost 50 people having access to their Live for Websites dashboard, Build use automated emails to automatically send feedback to the relevant division whenever a new item comes in (eg. plumbing related feedback goes to the plumbing team). Support can then
jump in and help out any customers that may need help.
Finally, the communication between Usabilla and their customers has really stood out for Marshal and Build, “The support from Usabilla has been fantastic. They are very responsive and we have yet to encounter a request that can’t be done.”
• Build use Live for Websites to capture the thoughts of potential customers. This helps them understand what makes an unsuccessful purchase.
• Live for Website’s intuitiveness allows Build to get more out of the product as Build’s business colleagues – who have limited coding knowledge – don’t need to involve IT for every update.
• Before undertaking a new initiative, Build will consult their user feedback and use campaigns to gather suggestions. This ensures they give their users what they really want.
• With Live for Websites, customers will often find bugs and other issues that have been missed before implementation – ensuring a swift resolution.