Objective(s): Self-service sites focus on helping customers resolve issues and/or learn about uses of the product or service without the aid of human interaction. Self-service sites are often a component of another model but can stand alone.
Examples: Examples are support/knowledge base sites such as Microsoft Technet, Dells Support Site, FedEx.Com and etrade.com
Customer Service sites are typically interested in the following metrics:
Average visits per visitor An increase or decrease of average visits per visitor may be seen as positive or negative, depending on the site’s objectives. On the one hand, an increase is good for a governmental web site or an intranet maintained for employees, because it shows that visitors are performing many tasks, such as scheduling vacations, reading corporate policies, or checking on 401K plans. On the other hand, a software manufacturer may want the visits per visitor to decrease, indicating that people are finding what they need quickly.
Average page views per visit The same considerations apply here as with visits per visitor. Compare average page views per visit with content groups to know whether a decrease or increase in activity is good or bad.
Knowledgebase searches per visit How easy is it for visitors to find the information they want? If some knowledgebase articles are searched quite often, you may have to put better explanations into your product.
Number of zero result queries This represents how often a visitor searches on a term and receives zero search results. You need to add new content if visitors received zero results after querying the same or similar keywords.
Online resolution rate This rate is the percentage of site visits that resolve issues online versus those that need additional help over the phone or email.
Percentage of total support requests handled online This information helps to identify which support options visitors are using and to what degree. If a certain option gets more attention than others, then you might consider upgrading the corresponding part of your product.
Specialized conversion rates Conversion rates typically explore how many visitors move from one step to the next in a scenario that is being monitored. An example of a specialized conversion rate for a self-service site: a cellular company might want to allow its customers to edit their general account information, modify their calling plans, or download new ring tones. es strive for repeat business.
Cost per sale Represents marketing expenses divided by the number of sales during a period of time. Low cost per sale means efficient marketing and a higher net profit.
Customer acquisition cost This is marketing expenses divided by the total number of orders from unique, first-time buyers over a period of time. If it costs a lot to acquire new customers, then you may have to retool your marketing efforts.
Repeat/returning visitors Successful branding sites attract multiple, continuous interactions with visitors.