Levi Strauss finds customers like its web site improvements

When Levi Strauss & Co. was preparing to invest in significant changes to LeviStraussSignature.com, one of its three branded web sites, provisions for measuring their eventual effect on customers’ experience were part of the initial planning process. “We had to do a pre-launch and a post-launch survey to see if our changes were successful and if the site had actually improved,” says Sandra Lei, Levi Strauss marketing manager.

Using an online survey tool from WebSurveyor Corp. that it implemented both before and after making the site changes, the company was able to determine that the changes had driven a lift of 5% in the number of visitors who rated themselves “very satisfied” with the overall experience at the site. The changes also drove a 14% increase in the number who rated site navigation as “very easy,” and produced a 5% lift in those rated future purchase intent as “very likely.”

To obtain that information, Levi Strauss implemented a user satisfaction survey on the site using WebSurveyor’s technology. The surveys, launched on the site in summer and again in the fall after the redesign, consisted of a 15-question survey, delivered through a pop-up as visitors were exiting the site. Along with demographics questions about the visitor audience, Levi Strauss asked those surveyed if it was their first time on the site, what they were looking for and whether they had been able to find it.

In particular, Levi Strauss wanted to know visitors` opinion about its Fit Guide, how likely they were to purchase a product after visiting the site, and any suggestions for further site improvements. “The response rate was good,” says Lei. “The results from the second survey showed improved satisfaction with our site, which was exactly what we wanted to hear. Visitors gave a lot of positive comments on the navigation and they also explored other sections a lot more.”