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Know your customer The top surveys to run for better conversions and valuable insights

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Know your customer The top surveys to run for better conversions and valuable insights
Based on who the survey is for, placement, trigger and, of course, the questions that you ask, you can find out what your customers love about your products or services, what they don’t like that much, what hurts your conversions, or what would turn random visitors into loyal customers. By looking at what your visitors and customers reply to the questions asked, you get insights about psychological aspects - their motivations, frictions, behaviour, and their feedback about the experience with your business. This is immensely important, especially when you focus on customer journey optimization. Not listening to the voice of your customers is like missing out on a goldmine. Their feedback can help you measure the quality of your customer experience, then come up with hypotheses for improvement and finally optimize it.
Three of the most important factors to consider when creating a qualitative analysis by using surveys are:
  • the segment you address;
  • where the survey will be displayed;
  • and in what step of the customer journey it will be placed.
Let’s look at a few on site and off site types of surveys that can really add value to your customer research.

On site surveys

On site surveys
Surveys displayed on site can be in the form of pop-ups, small widgets, lightboxes and such. They’re mostly used to interact with the visitor on the spot, and ask questions about their issues and feedback regarding a specific step of the funnel that they’re in.

Bouncing visitors survey

This survey is for the top of the funnel. Bouncing visitors are those who have entered the site but have the intention of leaving without visiting any other pages.Trigger: On exit intentPages: all pages, excluding cart, checkout, and potentially any blog/content pages Insights: Their expectations vs reality. Q1: Hi there! Why leave so soon?
  1. I didn’t find what I was looking for
  2. Bad UX
  3. Wrong search results
  4. I don’t want to leave
  5. I’ll come back later
  6. Not enough variety
  7. Other reasons (please specify:...)For visitors who replied with a) I didn’t find what I was looking for, we can have a Q2.
Q2: What was it you were looking for?(Open answer)*Optionally, here as well you can add a lead collector, asking visitors to leave their email address in order to be contacted when the product they were looking for is available or when sales start. Thank you for your time. Please leave your email and we’ll update you when the product you want is available. Engaged visitors survey -These are visitors who have seen at least 3-4 pages on your shop but haven’t added anything to cart.Trigger: after visiting 3-4 pages without adding a product to cart.Pages: exclude the cart, checkout and thank you page Insights: purchase intention, demographics, issues, and what they are looking for.Survey example: Q1: Hello! What brought you to our shop today?
  1. I’m looking for (one of the products/categories) on the shop
  2. I’m only here to see what’s new
  3. Looking for inspiration
  4. Comparing prices
  5. Searching for information about your company/products
  6. Something else (please specify:....)
Q2: Have you found what you were looking for?a) Yes, easilyb) Yes, after some attemptsc) No Q3: Who are you shopping for?
  1. For myself
  2. For someone else
Q4: What is the top thing you’d recommend us to improve on the site?
  1. Site speed
  2. Product variety
  3. Site search
  4. Prices
  5. Product information
  6. Shipping and delivery information
  7. Navigation
  8. Something else (please specify:....)Thank you for your time!

Cart abandoners survey

These are visitors that have products in the cart, but have the intention of leaving. Trigger: on exit intent Insights: reasons for cart abandonment, potential technical issues Survey example: You forgot something in your cart! Why not place the order now? a) I will order later b) Just doing