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University College London (UCL) wanted to assess and track the user experience of its website over time. The aim was to understand how visitors were engaging with the site, identify any friction points, and ensure the online journey reflected the university’s ambition to deliver and maintain a first-class digital experience.
Skopos implemented an online quantitative survey using a discreet pop-under intercept methodology directly on the UCL website. This approach captured feedback from a random sample of visitors in-the-moment, ensuring responses were timely, authentic, and representative of the site’s diverse user base.
The programme provided monthly feedback across key satisfaction and advocacy metrics, creating a reliable barometer of website performance. UCL was able to pinpoint user ‘pain points’ quickly and proactively follow up on visitor complaints, strengthening its CRM programme and ensuring the website experience continually evolved in line with student and stakeholder needs.
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