Data-driven decisions regarding the copywriting, design and communication are today’s pillars of modern marketing. No matter how excited you get about an idea, you need to evaluate its potential and then test it on your website. Everyone knows that’s a fact, even if they don’t say it out loud yet.
Any attempt to improve a website’s performance starts with data analysis. The purpose of conducting data analysis regularly is evaluating how you do against your marketing objectives. The second role of the analysis is digging into the data and getting insights to improve the website’s key performance indicators.
To manage to understand your numbers, you need not only to look at data, but start acting on it. Data provided by web analytics tools don’t explain your website’s results. To be able to understand why your bounce rate is high on the product page, for example, you need to ask visitors why they leave it.
Quantitative data analysis puts an overlayer on your website, and it’s showing you what’s happening on your most important pages and segments. On the other hand, surveys offer qualitative data. If you’re not yet convinced that you should use surveys on your website, there are enough reasons to consider changing your mind.
The benefits of using on-site surveys
- you find out what are the reasons and fears of the people who visit your website
- you’ll generate hypotheses for making changes on the site based on data (A/B testing hypotheses)
- you’ll be able to create successful one-time marketing campaigns
- you’ll be able to evaluate your website regarding its UX/UI
- you’ll grow your email database
- you’ll know why people are leaving your most valuable pages in term of revenue
- you’ll know who are your loyal customers
Surveys do all of these great things, but you’ll need to gather enough responses for valid conclusions. We found out that the average response rate for the surveys created with Omniconvert is 10%. But that rate can be certainly improved, and we found out how to do it.
5 Tips To Grow Your Response Rate at 20%
1. Create exit surveys
The exit surveys are more likely to generate more responses. We recommend you to use exit surveys because of two main reasons:
- people leave your website anyway. Don’t let them leave without asking something or offering them something to remember your brand – it doesn’t have to be an incentive, but a message that’s going to remain in the people’s head
- people want others’ attention. By asking them something, you’re showing them that you care about their opinion
2. Target the survey to all the visitors
Exit surveys are aimed to provide insights. It’s important to ask all of the visitors who abandon any of your importnat exit pages why are they leaving. You can evaluate and select the most important exit pages by calculating their value. You can determine the importance of a page in terms of revenue by multiplying Page Views x Page Value (take the data from Google Analytics).
3. Ask direct questions
If you invite people to answer to a survey instead of asking them directly, you’ll lose them. They’ll feel like you want something from them. They’re tired of people asking for things from them. Therefore, ask them directly “What made them leave the website?”, “ Would you recommend us to your friends?”
4. Maximum 5 questions
As the number of questions is increasing, your chances to get a 20% response rate will decrease. The aim of the exit surveys is figuring why people do what they do. Your questions should have a single objective. Therefore, don’t risk responses for information that you don’t need.
Each survey’s answers should give an answer to your question regarding the website’s performance:
- What keeps subscribers converting to shoppers?
- What keeps buyers converting to promoters?
- What do they think about your new collection?
5. Make it easy to complete the survey
Keep your questions short and clear. It should take more than 3 minutes to complete a survey. Otherwise, people will get bored and abandon the survey.
[Tweet “Our average attention span is lower than gold fish.”]
It takes 8 seconds or less to have our attention distracted by something else.