Hart Energy is a leading provider of news, data and consulting services for upstream, midstream and downstream operations. The team was interested in developing a deeper understanding of the user profile and experience for two of its most successful products oilandgasinvestor.com and ugcenter.com.
To effectively identify and segment users online quantitative research was conducted. Website users were randomly selected through a customized popup and asked to provide feedback on their recent website experience. This approach allow BrandExplorers segment current users, evaluate interest in potential new content and prioritize opportunities to enhance the user experience.
This research was successful in segmenting the current user base and identifying short-term and long-term enhancements to improve the user experience. The research helped identify several key opportunities that contributed to a significant increase in traffic and usage.