eBusiness

Survey Tool
Usabilla

eBusiness Team & Digital Services Unit

eBusiness
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Agenda

Introduction to Optimization Wheel

Introduction to our new Survey Tool

Our Global Partner for Survey Tool - Usabilla

DEMO

How to Get Started

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eBUSINESS FRONT-END OPTIMIZATION TOOLS

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eBUSINESS FRONT-END OPTIMIZATION APPROACH

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COMBINING TOOLS TO GET DIFFERENT INSIGHTS

3
1
WHAT did he think
WHO is the visitor? WHAT changes should I
WHY does he leave of the website?
WHERE is he make to improve the
HOW is he browsing? WHY did/didn’t he
coming from? user experience?
like the experience?

2 4
 Survey Tool
INTRODUCTION

Collect feedback from every digital channel

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68%
of visitors leave your site
because they believe you
are indifferent to them
EELAN MEDIA

70%
of buying experiences are
based on how the customer

80% of customers have chosen to switch brands

due to a poor customer experience
Qualtrics Experience MGMT
feels they are being treated
MCKINSEY & COMPANY

80% 8%
CEO believe they deliver Of their
a superior Experience customers agree

2020 Customer Experience will overtake price and product as the

key brand diffirentiator.
Walker study eBusiness
 DIRECT TO CONSUMER

Quick introduction to Usabilla

Usabilla is Nestle’s global Survey tool

Enterprise license
(License funded by GLOBE allocation)

Cloud Compliant
 DIRECT TO CONSUMER

SURVEY TOOL - USABILLA

A tool to create a survey and collect qualitative data at a large scale

• Collecting, analyzing customer feedback on websites

• Assessing customer experiences, perceptions and expectations
• Collecting Net Promoter Score to discover the strength of your brand
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TRUSTED BY BRANDS ACROSS THE GLOBE

Italy and Nordics

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USABILLA PRODUCT SUITE

100%
Personalised
design

Usabilla for Websites Usabilla for Apps Usabilla for Email

Not Not
included included
in global in global
license license
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1. USABILLA FOR WEBSITES

Passive Feedback Active Feedback In-Page Feedback

Users can give feedback at the touch Specific target groups can be InPage Widget directly integrated
of a button. And you get a detailed triggered at a specific time, in your website with your
feedback item with a screenshot at specific behaviour actively personalised brand
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2. USABILLA FOR APPS Not included in

Global license

Passive Feedback Active Feedback

Users tap a feedback button and stay within Trigger non-intrusive surveys during
the application with the full visual, technical specific mobile moments and gather
and qualitative components automatically the invaluable user insights you need
captured in the background in real-time to continously improve your app
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3. USABILLA FOR EMAILS Not included in

Global license

Feedback about your email

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USABILLA REAL TIME DASHBOARDS

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THE ECOSYSTEM
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GET STARTED WITH USABILLA

1. CREATE 2. TARGET 3. LAUNCH 4. RESULT

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EXAMPLE: SUPPORTING CHANGES ON THE SITE

Use features to notify customers about temporary

changes on the website ( for ex: a special offer, an
out-of-stock product)

Improved hypercare phases of new

design/technical launches on the websites.

RESULTS AND HIGHLIGHTS

2000 feedbacks collected

Priorization of optimization for 4 markets: account, delivery..
5 languages implementation

https://www.nespresso.com/ Nordics
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EXAMPLE: IMPROVING CROSS-SELLING https://www.nespresso.com/it/it

Push on Pages
Leave Feedback button

RESULTS

SALES of biscuits X 2.
“The Sichuan Pepper Biscuits was pushed through a popup appearing on
Tribute to Palermo Limited Edition detail page. The cross-selling is working
very well: we almost doubled the average quantity of Biscuits usually sold
on the e-commerce channel.”
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EXAMPLE: FOR HIGH BOUNCE RATE

EXIT SURVEYS : deployed after

USE
a user motions to exit

WHAT TO SAY We are sorry to see you go!

Why are you leaving our page so suddenly

WHAT IT LOOKS
LIKE
Full page survey: as the user is ready to exist it is fine

VALUE Insights into why the users are going away, ideas to
improve key features that might make them stay
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Demo Time!
Survey Tool
HOW TO GET STARTED
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6 Weeks Implementation/Onboarding Process

Week 1 Week 2 Week 3/4 Week 5 Week 6

Discovery Kick-off Technical implementation Training Launch

• Contact the DIM • Kick off call •PO completeness • Training and self-learning • HyperCare
• Fill in Discovery card • Agreement on timeline •Test on pre-prod environment
• Register in JBP (via and key stakeholders •Set up of user profiles​
DIM) • Check technical •Customization (optional)​
• Budget approved and implementation •Consent preparation/Privacy
information to DIM process Policy update after approval by
• Review Discovery Card • Detailed definition of local Compliance dept.​
• PO process kick-off customizations •Technical implementation
(feedback button, •Optional integrations with
forms) used tools e.g. Google Analytics,
• Onboarding pack Google Optimize, SessionCam​
•Definition of training agenda
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Technical Implementation – Pre-requisite

NO technical prerequisites to deploy Usabilla for Websites

Usabilla's Java script can be implemented into Nestle websites:

 using Google Tag Manager (recommended, more convenient approach)
 directly without Tag Manager
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Usabilla Pricing and Support

6 weeks to go live
One off fee

Mandatory Activation and Training :

• eCommerce €2,000

Optional Brand customization:

• €250

DSU Support before/during/after deployment

License fee covered by DSU
Cloud compliance is completed by DSU

Additional license available: for Apps, for Emails

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Usabilla FAQ
IMPLEMENTATION
IMPLEMENTATION
Question: Is Usabilla available globally?
Answer: Yes, it is global solution. Question: What is brand engagement during onboarding process?
Answer: Estimated brand engagement is detailed below
Question: My websites is in 2 languages so I need to have a button in English for our English site and another in French for the French
Estimated
site. Does that involve two separate JS codes?
Answer: Yes, if you have 2 languages, we recommend to set up 2 buttons, each in one language. You have then 2 Javascripts which Step brand
you can implement on the domains you wish. engagement
Brand to provide:
Question: What is Usabilla account creation process during deployment? - updated Discovery card
Answer: Solution Function Owner (DSU) is in charge of managing Parent account, which includes separate brand accounts.
- emails to be used in user creation process/to invite to 2h
During onboarding process SFO asks Usabilla for account creation as per market request/Discovery Card.
Each brand can implement Usabilla on different websites using brand account.
training session
- PO number
Question: Could you clarify if we need to do anything special if we’re implementing this through Google Tag Manager? Should we
implement the code on every page as soon as the page loads? Since this is through GTM, it would not be placed at the end of the body Usabilla kick off call 30min
tag, is that an issue?
Answer: Just implement the button on the whole domain - in the end you need to implement it on those subdomains you want to
Usabilla to provide portal access/user accounts -
have it. It is not an issue when it is not at the end of the body tag.
Brand to provide customization design and Legal check.
Question: The costs are covered by the DCF? - Customization could be performed through website
Answer: Yes, it is covered by DCF.
1,5h
tool: https://usabilla.com/customization/
- Legal part – To align with local Legal dept.
Question: Would corporate comms colleagues be able to use this for their corporate websites too?
Answer: Yes, there are no limitations for that.
Usabilla to provide javascript -
Question: Is only Usabilla for web covered during training, what about Usabilla for apps & email? Brand to test Usabilla on preprod environment using GTM
Answer: Usabilla for websites is covered by global contract. Usabilla for Apps and emails are available at a cost as that is considered
(tag injection, technical check, check if Usabilla feedback 3h
as additional service.
button is present, Usabilla tag removal)
INTEGRATION
Brand to inject javascript into prod environment using GTM 30min
Question: Can we integrate tool with Google Analytics?
Answer: Yes. The tool can be integrated with other DSU tools such as Google Analytics, Sessioncam, Google Optimize. Onboarding training with Usabilla (2h, remote) 2h
Question: Can we integrate this solution onto sites that are not hosted on Nestle properties like Shopify?
Answer: Yes, we can implement Usabilla on all platforms that have capability to add script snippets.
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Usabilla FAQ
CUSTOMIZATION FEATURES

Question: Could we have a preview of the button we submitted to make sure it’s okay? Question: Is it possible to manage it at global level, including all our local sites, in one dashboard (kind of rollup property)?
Answer: Yes, when you edit and then save the button you can click on the button to preview it and Answer: It is possible, in such case we would have one account and all the sites/markets in that one account. There will
below each button you find the Javascript. be one admin user or maybe 2, who could see all the results, but you can also give to your local teams access to only
the relevant results for their markets.
Question: I first received the Javascript from Usabilla and then only performed customization, will the
code change after customization? Question: Would it be possible to add an extra (second) "feedback" tab, call it "Contact" and use it as an easy to access
Answer: Customization changes will not affect the Javascript code, which will remain unchanged. "Contact Us" form?
Answer: Yes, you can create several buttons and place them on your website.
Question: How many languages are covered? And right to left is available?
Answer: Usabilla supports more then 42 languages. Right to left option is available. Question: Statistically, what percentage of total traffic engage with this functionality?
Answer: It depends on the feedback button on the site, on where it is implemented. Although, If you see a conversion of
less than 2 %, then you should check it and monitor it. With time, you will start to know your consumers and you know
what question you should ask to make it relevant.
PRIVACY
Question: Do we have possibility to mask data for passive feedback?
Answer: We have options to mask data for passive feedback. Have a look at the following articles,
that describe the different types of settings you can do to hide sensitive data or to mask certain
parts. How can I hide privacy-sensitive Information?
How to find a CSS class or ID (to hide privacy sensitive information)?

Question: The data capture options appear to have personal data input options i.e. an email address,
do we have clear guidelines on how this data can be used and retained, and can we link to our privacy
policies in the survey pop ups?
Answer : Usabilla is GDPR and DSU-compliant solution. Every time a market would like to implement
Usabilla, local legal department should be contacted, and you can inform the visitor on the data
processing by a consent in the feedback form or by a consent in the website privacy policy. The
recommended retention period is 6 months.

Usabilla FAQ
Question: Is there a reference site that we can see more example or use case?
Answer : We are going through examples during onboarding trainings.
Question: Can we link to coupon/discount if people engages with the feedback tool/or define actions if the
feedback is negative?
Answer : There are options to set up conditional rules, you can add follow-up questions depending on
the user answer. You can also insert an HTML and people who answered positively or liked your
page, would get a link to your coupon or discount.
Question: Microsoft Forms also allows creating surveys for public users. What is the advantage of Usabilla?
Answer : The objective of Usabilla for websites is very different: it is to get feedback of the actual
consumers based on what they are doing and seeing on the website, not to create a survey on your own
and then to publish it.
Question: Can we link it to user actions such as submit a form or click on a CTA?
Answer : Yes, with manual Java Script.
eBusiness
Question: Can we run more than one feedback campaign at any one time on the site?
Answer: Yes, you can run several campaigns at the same time on different pages, but you can run
only one campaign on one page.
Question: Can we create surveys for different pages? For example 1 for the Homepage, 1 for the
checkout page.
Answer: Yes, see answer above.
Question: Is there a library available of example surveys? "What are the right questions to ask?
Answer: Usabilla team has a list of suggested questions. It will be added to all communication
material.
Question: Can you create scenarios by type or group of users ? If yes, how are the people
identified?
Answer: We can target our customers based on custom variables in Nestle data layer and using
Usabilla Targeting feature, which enables to target by e.g. time on page, percentage of visitors,
specific browser cookies etc.
Question: Can we trigger the survey based on user info.. E.g I'm logged in but not a frequent buyer
=> I have a survey , // I'm logged in but active buyers => I have another survey
Answer: Yes. If you connect your data layer with Usabilla, you can target very specific target
groups/users.
Question: Where is this survey result stored?
Answer: They are stored in the back-end. You can download them via csv or public API.
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More Information & Support

More information:

Workplace

COMING SOON…Playbook/ Video

Marketplace

Usabilla
https://usabilla.com/
https://usabilla.com/products/websites/
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USABILLA STAKEHOLDERS

DSU

Lukasz Puchalski Alexandra Dzika

Solution Functional Owner Digital Rollout Project Manager
lukasz.puchalski@accenture.com Alexandra.Dzika@nestle.com

eAT

Sarah Mens-Escalas Alexis Herail

Global DTC and Brand Websites Lead Global eContent Lead
Sarah.mensescalas@nestle.com alexis.herail@nestle.com
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NEXT STEPS
• Join the eContent Workplace group
and type #optimization Contact DSU team (DIM)
• Join the “Optimizing Brand Websites” eAT/DSU to make it part of
Chatter Group
your DSU Technical Plan

BRAND
COMING SOON
Support
(Marketplace, Playbook, Training
Materials
Webinars etc)

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Thank you

eBusiness