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Website Observations – SMOT
For this phase, your goal is to understand what the post-purchase experience is like for your consumers.
Some questions you might consider: Please note these are just examples. Please think about all the questions that come up in the SMOT stage)
Does the website provide and promote user-generated content? How robust is the consumer activity here?
Are the reviews for products featured on the website useful?
Is there a loyalty program that promotes word of mouth and repeat purchase?
When applicable, does the website have “how to” videos and FAQs? Are these webpages primarily produced by the firm or do customers contribute to them?
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