User Surveys on the Web

 
Look me in the eye
Then tell me that I’m satisfied
Hey, are you satisfied?
— The Replacements, “Unsatisfied”

What is a reasonable target for user satisfaction with a web site?

We did a user satisfaction survey last year and found that 14 percent of respondents felt that our web site didn’t measure up to their expectations.

This year, we have an incentive goal of reducing that number to 8 percent, not based on evidence that any web site has ever achieved a number that low, but based on the opinion of the company that did the survey that anything over a 10 percent dissatisfaction rating is always bad.

Or to flip it around, we’re trying to achieve a 92 percent approval rating.

I wish we hadn’t set the bar quite that high. I don’t want to be a pessimist but not only is that considerably higher than, say, Google (at 78 percent — and what’s not to like about Google?), it’s also higher than Santa Claus, crack cocaine and oral sex . . .

[audio:unsatisfied.mp3]

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