Website surveys can be used to gather all types of voice of customer feedback, but it’s only useful if you ask the right questions. We’ve compiled the most commonly used questions among our customers to put together the ultimate list of questions to choose from. Sometimes the right wording makes all the difference, so we’ve included a couple different examples for each question:
Purpose: Uncover how your visitors found out about you
Tip: For these questions, we strongly recommend not giving visitors a list of options. Otherwise, the results will work against you by leading the customer to the sources you already know about. You want to uncover the answers that you don’t already know, and the best way to do this is to give your visitors the opportunity to tell you what they think.
Purpose: Understand Purpose of Visit / Intent
Tip: Focusing on the intentions a visitor is a great way to build an A/B test. Once you understand their intentions, you can test a variation of the page that targets that intention to see if performance improves.
Purpose: Investigate bounce rate
Tip: These questions are most useful on pages where bounce rate is critical: landing pages. Use these to find out whether your landing pages are giving visitors exactly what they need.
Purpose: Understand position relative to competition
Tip: Often times we think we know our competitors, but the answer to this question can be surprisingly insightful in understanding the customer’s actual pain point.
Purpose: Uncover missing content
Tip: You can easily use a website survey to solicit ideas for blog content by asking your readers what sort of things they would enjoy to see you talk about next. If your survey software supports it, piping the results into one of your marketing team’s Slack channels can spark creative discussions and get everyone speaking the same language as the audience.
Purpose: Measure Net Promoter Score / Scale of Satisfaction
Tip: NPS surveys are great to always have running on your site to get a gauge of customer satisfaction compared others in your industry. However, keep in mind that the most important way you can use the results is as your own benchmark. If you are continually improving your own NPS, then you’re likely to be continually improving your customer satisfaction, growth, and revenue.
Purpose: Uncover Issues
Tip: Are you trying to understand why your visitors are leaving before signing up or making a purchase? Consider running an Exit Survey to catch your visitors who don’t plan to convert.
Purpose: Uncover the appeals of your site / productExamples:
Tip: Visitors who are engaged with your service tend to be more willing to share their thoughts. Put the survey immediately after the purchase flow to maximize response rate.
Purpose: Understand reservations with using or purchasing product
Tip: Same as above, if you put the survey question for this immediately after purchase, you’ll be able to maximize response rate from your target demographic.
Purpose: Solicit Product Feedback
Tip: Asking more pointed question results in clearer, more actionable data. These questions are written in a generic fashion, but we recommend tailoring these questions to tie into your product or service.
A website survey is a survey that is run on a website to collect VOICE OF CUSTOMER FEEDBACK from website visitors. Website surveys have the advantage of getting feedback from visitors to your website who would otherwise remain anonymous. Because only a small percentage of website visitors ever become your customers or join your email list, website surveys represent a powerful and effective way to understand the needs and challenges of your visitors.
Website surveys can be used to improve the CONVERSION RATE OF A WEBSITE by understanding what visitors need in order to feel comfortable making a decision after viewing the website.
Most website survey software functions in the same way: they are displayed after a brief delay to visitors to a website who meet a set of criteria that are defined before hand. When the survey appears and to whom vary by website and are set by the people running the survey.
Different website survey software offer different controls, but most provide the following targeting:
While website surveys have a variety of appearances, most appear in a similar fashion as a window or dialogue that pops up over the website design. This pop up event makes the survey noticeable and causes the website visitor to take action, either completing the website survey or dismissing it.
Example of a Qualaroo website NPS survey in action:
There are a plethora of tools available at a wide range of prices, and many tools overlap in the features that are offered. So, to help you out, we’ve put together a list of all of the best tools on the market:
If you’re a marketer, website surveys are the best way to collect voice of customer feedback from anonymous website visitors. This feedback is invaluable in improving the performance of your website. Analytics packages tell you what is happening on your website. Website survey software tells you why.
We are happy to get you started with Website Surveys! We have written a robust guide detailing tips and steps to building your own Feedback Engine. At the end of the guide, we have listed Top Questions To Ask Your Customers and Prospects with advice on who, when, how, and where to ask these questions.
The guide will help you gather crucial insights from your prospects and customers, connect research to dollars both saved and generated, and improve customer experience. This strategic feedback engine guide will help you know what decisions your users are making and why.