Customers Tell Us How To Build The Business

May 2005Presented by Ellen Montgomery

The Timeline

Winter ’03 Murals Your Way is founded

Spring ’04 Immersion

Summer ’04 Survey planned, mailed, returned

Fall ’04 Initial results shared/web changes begin

Spring ’05 Research results/ recommendations presented

1. Are customers satisfied with the web shopping experience?

2. How can we improve our web site?

What Murals Your Way Wanted To Know

What drove them here?

Satisfied?

How do they shop, when, where, with whom?

Web savvy?

How can we reach others like them, drive traffic?

What Murals Your Way Needed To know

Will a better understanding of the Murals Your Way customer provide guidance as to how the company could improve its web site?

The Guiding Research Question

20-question survey to 250 recent customers

Sent from Murals Your Way, cover note from company president

20% response rate

Methodology

Female (76%)

Married (67%)

Put mural in bedroom (39%)

Attend Home & Garden shows (47%)

Not big magazine readers (39%)

Watch home improvement TV (69%)

The Customer

92% never heard of MYW

73% found MYW via a key word search

61% found site “very easy” to navigate (20% “avg.-difficult”)

96% would recommend MYW to a friend (high post-purchase satisfaction)

Only 45% had recommended “by name or web address”

They Found It, They Like It

82% approached the site with an idea clearly in mind

-- 27% knew exact scene, sought only that scene

-- 55% knew theme, browsed for that theme

12% not decided on type of mural, enjoyed browsing

How Customers Approached The Shopping Experience

36% had seen a mural someplace, remembered it

69% watch home décor TV show

47% attend Home & Garden shows

Visibility Matters

59% needed 2-3 return visits to complete purchase 31% needed 4 or more visits

51% spread those visits from several days to 2 weeks 31% needed several weeks (2% needed 2 months+)

75% sought the input of others during this time

Big Decision. How Is It Made?

Homeowners, 80% of customers

Commercial buyers, 20% of customers

- ASID (4,000)

- Patient care providers (50K Peds., 150K DDS)

- Multi-mural purchases will come from the commercial side

The Role of Commercial

Continue search engine prominence

Help customers navigate more efficiently

Foster visibility of the product

Help shoppers take the time they need to decide

How Murals Your Way Has Put Findings To Use

Targeting 4,000 ASID members (June conf.)

Medical

Hotels

Restaurants (Big Boy signed)

Others in negotiations (Kumon Learning)

Now On Staff - Sales Rep For Commercial Accounts

‘Bookmark Now’ prompt – because they will leave

‘Tell A Friend’ program – otherwise only ½ will

Sign up for “Before & After” emails – entice them back

More Recommendations Based On Findings

YES, a better understanding of the Murals Your Way customer has provided guidance as to how the company could improve its web site.

Answer To Research Question Is…

Todd Imholte, President Murals Your Way

“Suggestions for expanding markets have been right on. The feedback has already made a significant difference in how we approach our site and our marketing.

Sales will reach a new high water mark this month.

Information from this research has helped grow the business by more than 300%.”

April 2005