Article

Udesh Jadnanansing
Udesh Jadnanansing 24 November 2016

The Top Ten Online Irritations Of 2016

Problems logging in, never-ending download sessions, unable to find what you’re looking for? If you haven’t encountered these issues online, consider yourself one of the lucky ones. Almost all of us, as consumers, experience different frustrations and irritations online. The tricky part here is for companies to be able to identify where these pain points are. Mopinion has researched the top ten online irritations of 2016.

Last year, based on the customer feedback we collected for our clients (mainly large B2C enterprises), we published an article on the Top 10 Biggest Online Irritations of 2015. The numbers for 2016 are now available and we’ve got some interesting findings to share…

Measuring online irritations

There are two ways we can look at the customer feedback to gauge which issues rank the highest: in terms of volumes (% of feedback) and these volumes combined with the analysis of sentiments (based on the Mopinion Sentiment Index, or MSI). The MSI is a ranking of the sentiment of an issue based on a scale of 0 – 100, with zero being extremely negative and 100 being extremely positive. The average sentiment of all feedback in 2016 was 64.5 meaning it was more positive than negative.

Average-Sentiment.jpg

This year much of the feedback we have analysed for our clients relates to consumers having “Problems logging in” (18.4%). However, when we include the sentiments of the different visitors, the feedback reports on these issues are not very negative (with an MSI score of 46.8). In fact, “Bug reports” are the highest source of irritation this year with an MSI score of 34. This is an interesting finding considering bug reports make up such a small percentage of incoming feedback (3.5%).

A couple other common feedback issues include “Online process doesn’t work well”, e.g. specific online functions are not functioning as they should (17.3%) and “Page Not Found” problems (11.6%), both of which rank high in the list including sentiments at an MSI of 41.5 and 41.9 respectively.

Problems-Logging-In.jpg

In volumes of customer feedback (% of top issues) the top 10 looks like this:

– Problems logging in (18.4%)
– Online process doesn’t work well (17.3%)
– Page not found (11.6%)
– Complex questions (9.7%)
– “My Account” cannot be found (8.9%)
– Contact information cannot be found (8.7%)
– Information cannot be found (8.4%)
– Download doesn’t work (7.1%)
– Having to fill information in again (4.9%)
– Bug Reports (3.5%)

When combined with sentiment analysis we get the following top 10:

– Bug Reports (MSI score: 34)
– My Account cannot be found (MSI score: 40.8)
– Online process doesn’t work well (MSI score: 41.5)
– Page not found (MSI score: 41.9)
– Download doesn’t work (MSI score: 42.9)
– Contact information cannot be found (MSI score: 45.5)
– Problems logging in (MSI score: 46.8)
– Having to fill information in again (MSI score: 47.4)
– Complex questions (MSI score: 47.6)
– Information cannot be found (MSI score: 48)

Combining quantitative and qualitative data

Based on the variation in ranking between these lists, it’s clear to see that using a combination of quantitative and qualitative data can provide you with a lot of useful insights.

In this case, while absolute volumes of data show you the frequency with which issues sprout up, you cannot fully gauge the level of irritation behind these issues without sentiments or feelings. For example, while your visitors may be reporting a problem on your website, not all of these visitors were seriously bothered by the issue.

Conclusion

Online feedback can be a powerful thing, but only if you act on it properly. It’s always best to start by identifying what you want to achieve with your feedback. Honing in on the details you think are the most important will give you a focus. Once you have clear goals in mind, you can seek out the right team members to share these insights with and from there, develop a plan of action.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more