report

Corporate Social Responsibility Web Site User Experience 2014

Change Sciences compared twelve top companies’ Corporate Social Responsibility (CSR) efforts across various verticals by analyzing what people did while exploring the sites and how they felt about the experience. Corporations need to work on earning the public’s trust when it comes to CSR. The sites did little to change people’s opinions of the brand, good or bad.

CSR web sites may not be directly tied to a brand’s conversion numbers, but can have a long-term effect on brand image and public perception. Ultimately, a positive public perception can then lead to brand loyalty, trust, and eventually, conversion.

CSR sites didn't do a great job of showing transparency around their charitable and sustainability efforts. According to one user, There was not as much detail as I would have liked. It seems like it is attempting to be transparent, but I could not find a lot of details in the actual text.

Within the group, some CSR web sites struggled more than others to foster trust. For instance, Coca-Cola's site was rated the least trusted site of the group, four times greater than the average for the set. Conversely, Proctor & Gamble was the most trusted site of the group, with a 15% higher trust rating than the average site in the set.

AT&T was the best performing site overall, scoring 10% better than the average site. But, overall, the variability among CSR sites is smaller than then average vertical in the Change Sciences dataset.

The above chart compares corporate social responsibility sites (shown as blue circles) for usability, engagement and conversion in the context of a sample of datasets in other verticals (shown as gray circles). CSR sites as a group are 17% less trusted than the most trusted vertical and 6% less trusted than average site in the Change Sciences dataset. People are looking for transparency and specifics on a company's charitable efforts, but CSR sites aren't making it easy to find this information. Learn more about what these sites do well and where they fall short, and what it means for crafting a better user experience, in the full report.

Methodology

Change Sciences research maps user experience to metrics for usability, engagement, and conversion. We combine objective metrics, or what people actually did, with subjective metrics, or what people said, in each of the three categories. Studies are remote and unmoderated, using the Change Sciences app to capture interactions, video of the sessions, and answers to questions about that experience.

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