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Surveying For Conversion

24 Feb, 2015 McKell Naegle

Customers can provide valuable insights into what they want in a website and what makes them buy products. Surveying your customers will help determine where you can enhance your website and overall sales techniques to improve your conversion rates. However, how you set up your survey will determine how useful this information will be.

In general, you want to make your survey short and to the point. Customers don’t want to go through pages and pages of questions. They don’t have the time. Start with a specific goal in mind. Asking “What would make my website better?” is a little vague, but a question like “What would improve my click-through rate?” is more specific. Specificity will help you have targeted questions that give you useful information.

Since your survey questions are the most important part, here are some guidelines to follow:

  1. Make sure each question relates to and fulfills the goal of the survey. Irrelevant questions provide irrelevant (and potentially skewing) data.
  2. Make sure each question is short and simple and asks only one thing. It makes them easier to understand.
  3. Avoid any question that may cause a emotional response.
  4. Avoid leading questions, which attempt to get survey takers to give a certain answer regardless of their views.
  5. Make sure close-ended questions have appropriate answer choices.
  6. If using a scaled answer (1 being worst and 5 being best), make sure they stay consistent throughout. Don’t reverse the scale for a question, as it could cause confusion.
  7. If you’re using an open-ended question, make sure they can be answered in a short amount of time. The taker may lose interest or not answer it at all if it takes too much time.
  8. Make each question precise so there is no room for interpretation.

Surveys can be done through your site; that way, the user does not have to leave. One of the more popular ways of going about this is to have survey questions pop up when a customer leaves a page. Everything is fresh on their mind when it’s done like this. Another option is using email. Customers on your email list have already shown interest in your business and can be a great source of feedback.

Surveys can provide critical information on how to improve your website, which will help your conversion rate. The survey responses are from your target audience, so listening and tailoring your website to their responses allows you to better understand them and improve your business. Make sure your survey has a specific goal and appropriate questions and can be done in a short amount of time (usually less than 5 minutes), and you’ll be off and running to better sales and conversions.

Contact us with any questions about surveying or conversion optimization. Be sure to read our other blogs and check out the services we offer.

Key Take-Aways:

  1. Basics of a survey
  2. Question Guidelines

Survey distribution mediums

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