How Philips Optimizes Their Global Website With User Feedback

Philips Usabilla
7 min read

Global market leader and long time Usabilla client, Philips, have been an advocate of our software for some time. So, we were thrilled to welcome Peter Ciepiela, their Digital Optimization Lead, to a recent event where he shared his experience using our product suite to both optimize and simplify the Philips customer journey.

Peter believes that collecting user feedback in the form of a survey is a significantly underused methodology. When, in fact, it uncovers the pulse of your customers quickly and efficiently; something that is incredibly important to a platform such as which spans 65 countries, 35 languages, and handles more than 300 million unique visitors.

These kind of numbers would be daunting for even the biggest of companies but what Peter demonstrates is that with a large amount of traffic comes an even bigger opportunity for optimization. So, what are the top 5 things that he finds insightful about Usabilla? Luckily, he was more than willing to share.

5. Learn quickly about your consumers

One of the key areas of interest for Philips is the mass conversion towards mobile-first thinking, alongside the user journey on a smartphone. This means removing junk and unnecessary functionality for the mobile user. To better understand how this particular demographic is engaging with Philips, they decided to run a Usabilla survey.

Philips - Learn quickly about your customers - Usabilla

As you can see from the screenshot above, Philips asked their users, “Did you visit our site with your mobile phone today: while at home, while at the office, while commuting, while shopping (in a store), while traveling, while being outside or other?”

How did they come up with these options? According to Peter, it was simply a matter of relevancy; they wanted to ask anything that would change how they approach mobile-first.

The intuitive functionality of the Usabilla tool means that they were able to obtain feedback very quickly – something that is vital for Philips when working with this volume of traffic across multiple languages and markets.

They targeted 4 of their leading markets for this survey (UK, US, NL, DE) and saw an astounding 5% completion rate. This gave them over 1000 responses in 3 days meaning they now had actionable input that’s statistically confident.

So what was the most popular choice? Probably while traveling or during the daily commute, right? Wrong.

A staggering 80% said they were at home while on the Philips mobile site. This was a surprise to Peter and his team but with this information, they could now start building the fundamentals of the Philips web experience on a mobile device. They were also able to integrate Usabilla with their analytics suite to find out if there’s any correlation between time of day and device type, giving them a true picture of how their users are engaging on-the-go.

4. Test, Fail, Test, Improve

Being in optimization, testing is at the very core of what Peter and his team do. At Philips, one of their global KPIs is web NPS, so they ran a survey with Usabilla to measure that across their global web presence.

So, how exactly do they do that, and how do they do it to ensure statistically confident results? According to Peter, they were focused on getting more people to complete the survey, so they decided to do some A/B testing for optimization. They tried a few different tactics in order to uncover the best way to present their survey:

Philips - Survey test - Usabilla

As you can see from the image above, by removing the introduction screen, they saw a huge increase in completion rates. Even across mobile, they started seeing a completion rate of 1-5%, which is huge for a survey like this. These kind of data insights are helping Philips in their ongoing transformation to becoming a completely digital company.

3. Be consumer-driven

For Philips, as well as optimizing individual campaigns, it’s all about how to create a better user experience on the website as a whole. As Peter says, the information is all out there, and what’s more, people are willing to give it to you. Philips use the Usabilla feedback button as a ‘sticky’ slide-out contact and feedback form to collect qualitative feedback from their users anywhere, anytime. They used to have to go through 35,000 generic global contact surveys per month with analysts trying to determine what people didn’t like about the website. Peter and his team wanted a more definitive understanding of what people were experiencing; this is where the Usabilla specific feedback functionality came in.

Philips user feedback - Usabilla

They launched the feedback button in 55 countries and collected 1700 points of feedback in 8 months and now have 29 dedicated local feedback owners within consumer care teams globally. With the feedback becoming more specific, the teams were able to categorize and send it to the appropriate people to be actioned.


Fixed 106 issues on the website in August alone, including broken links, missing content etc.
Found and assigned 68 bugs.
Found 5 key issues for global web team.

Since August, the optimization team have really got the ball rolling and are now at a point where they are actually creating dashboards around Usabilla feedback to build a more 3-dimensional picture of the problem and how to fix it.

2. Get the real value of your website

If you’re not a digital pure player or management isn’t convinced about the value of online and how it relates to offline business, you can use a survey to answer that. One of the tasks that Philips set out to do was to figure out the level of ROPO (Research Online, Purchase Offline) that was occurring with Philips customers. Instead of waiting in-store for someone to buy a Philips product and then ask them about it, they waited until they came back on the website to register their product and then asked them about their purchase journey there.

Based on that journey, they could then start doing an attribution model to determine how many of the people that bought offline first went to, or Amazon, or another online retailer but decided to complete their purchase in a physical store.

Philips ROPO - Usabilla

They were also able to implement this initiative at a category-based level to show different buying behaviors based on different products. For certain categories, they are now able to determine more concretely what the influence of the website is. With this rich, qualitative data, Philips could now start building insights on how the marketing department can and should be targeting their products and content.

1. Generate Value

Management will always appreciate when you can bring money back to the table. So with Usabilla, Philips ran a global survey as a way to encourage users to purchase. They did this by offering a discount to users if they completed a set of questions. This was not only a way to drive sales but also a way to register marketable consumers; if they filled out the survey, maybe they’d be happy to hear back from Philips or they’d be interested in receiving product offers etc.

Philips Incentive - Usabilla

With regards to their specific KPIs, Peter and his team were now able to track and attribute direct sales and therefore assign a monetary value to the survey. As well as this, they were able to determine the estimated value of Increased Marketable Consumers. As you can see from the image above, these are incredibly impressive results for relatively minimal input.

According to Peter, the true value in running user feedback surveys is to find a clever way to make the data relevant and valuable for your company. The tools are incredibly versatile, so all that’s left is finding out how to make them work for you.

Get in touch to find out more about how qualitative user feedback can benefit your business. Still need convincing? Then why not watch Peter’s presentation in full.

Lana Miller
Content & Brand Manager at Usabilla.