Thursday, February 28, 2008

The Survey… Feedback from HLN Viewers

The most important part of the Horizon League Network is the user experience. This has been the driving force behind the development of the website and everything else that the Network has to offer. By creating a site that is as user-friendly as possible, I feel that HLN differentiates itself from many other online video sites. Also, the constant tweaking of the product as I receive feedback has significantly improved our product’s efficiency.

Customer service is a vital part of creating an optimal user experience. If users feel they are being listened to and that HLN will help them through their issues, they are more likely to develop an affinity to the website. I personally answer all feedback on our website in an attempt to help people access our content and better understand the product.

Recently, HLN has finished its most comprehensive user feedback tactic by sending a seven-question survey to all of its registered users. The results of the survey will shape the future of the Network and I thought publishing the results in this blog would be very interesting to some readers.

1. How did you become aware of the website?
a. Google / Search – 7.0%
b. Friend / Family – 17.6%
c. Alumni – 17.6%
d. Student – 7.1%
e. Athlete / Coach – 10.2%
f. Facebook – 0.3%
g. MySpace – 0.1%
h. Print Ad – 1.8%
i. Radio Ad – 2.3%
j. Online Ad – 10.1%
k. Other – 26.0 %
i. Most from university websites

2. What was the purpose of your first visit?
a. Live Sporting Event – 80.8%
b. Archived Footage – 2.2%
c. School Spirit – 5.4%
d. Curiosity – 8.9%
e. Other – 2.7%

3. What other content would you like to see?
a. User Generated Content – 9.4%
b. Stills of fans in game-day garb – 16.3%
c. Campus / Lifestyle – 20.2%
d. Episodic content / shows – 10.4%
e. Sports commentary – 51.7%
f. Student Life – 11.5%
g. Former Athletes (Where are they now?) – 42.9%
h. News Videos – 25%
i. Forums / chat – 16.9%
j. Vlogs and Blogs – 9.8%

4. Would you purchase DVDs of past games?
a. Yes – 33.9%
b. No – 66.1%

5. If yes to question 4, how much would you be willing to pay?
a. $15 – 58.5%
b. $20 – 10.1%
c. $25 – 2.1%
d. Other – 29.4%
i. Most $10

6. Would you be interested in being on a user panel to help us continually improve the Network?
a. Yes – 36.4%
b. No – 63.6%

7. How would you like to find out what’s new at
a. E-mail – 61.4%
b. Text – 0.2%
c. League website – 19.0%
d. School website – 15.0%
e. Facebook – 1.7%
f. MySpace – 0.4%
g. Other – 2.3%

Over 2,300 people completed this survey, which gives us a pretty good idea of the user sentiment (at the time 17,000 were registered for the site, so about 13.5%). We will be acting on some items immediately, but others will be implemented in year two. I found it very interesting that the majority of people wanted to see sports commentary though. It shows that people are looking for online video to mirror its over-the-air counterpart.

HLN Fact: As of 2/28/08, people from 87 different countries have visited the Network. The U.S. is far and away the leader with Canada, Finland, Germany and Mexico rounding out the top 5.

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