Take Slack, for example.

You’re probably using it now to chat with your colleagues.

recent TechCrunch article evaluates Slack at $7 billion. How did Slack get here? According to this Fast Company article Slack places a lot of emphasis on customer feedback.

In fact, they “made customer feedback the epicenter of its efforts.”

Now, I don’t want to exaggerate and say that this was the only reason for their success but it’s interesting to understand their mindset and consequently their attitude towards customer feedback and how this shaped their product.

And they are avidly pursuing feedback:

We will take user feedback any way we can get it. In the app, we include a command that people can use to send us feedback. We have a help button that people can use to submit support tickets, says Butterfield.

Any company of any size should “take user feedback any way they can get it”. Especially as there are a lot of products out there providing easy ways to do this.

Here are just a couple of mechanisms you can use to collect customer feedback:

      • Email surveys;
      • Pop-up surveys on site;
      • Widget surveys on site;
      • Phone surveys;
    • “Going outside on the street and ask people stuff” surveys

Customer Satisfaction Surveys: Why run them?

Looking at numbers can give you some insights into who is on your site like the new / returning customer, location, age, gender, etc.

But what do you do if you want to understand why people are bouncing off your product page? Or whether the order was delivered ok and in due time?

Would you wait until you are tagged on Facebook by an angry customer complaining about shipping delays? Or would you go get that feedback while it’s hot?

Some reasons to start applying online surveys on your site:

#1 It’s a shortcut to get to your customers. The whole advantage of an online survey is that it catches insights while they are still hot and people tend to give their most honest and recent feedback. Which is exactly what interests you.

#2 It’s a UX/UI test. Your website should be crafted with your user’s journey in mind. An open-ended question placed somewhere along that journey could point out frictions your customers are facing. You will want to know these as well.

#3 Understanding your brand’s position as compared to that of your competitors. Surveys can help you gain some insight into what are your brand’s pros and cons as compared to those of your major competitors. Based on this you can create a SWOT and or a competitive analysis.

Create your own survey in an effortless manner

… using Omniconvert, a cool survey tool to try out.

OK, we’re not a survey builder per se. We do much more than surveys, but we really nailed this part because of the huge importance it has in your efforts to increase the conversions rate on your website.

Our customers tried it out and this is what they had to say:

“We use it to gather the customer feedback regarding their expectations and the quality of work which they need. [Omniconvert] offers around 7 to 8 types of questions ranging from Multiple Choice Questions, Grids, Only one option as answer and more, which makes the Surveys to be more engaging and versatile. Also, as soon as the customers fill up the Survey, it provides an option to ask for their contact details.”

“We ran the survey to better understand the needs of our users – basically to learn what content they would like to see more often. Additionally, the idea was to check if they are finding our existing content useful. We ran the survey for a good amount of days and were quite happy with the result. It gave us the clarity that we should keep writing the similar content.”

“We used this software to survey users on our site, so that we could understand our NPS. The tool helped us reach an audience we would not normally have been able to.”

Source: G2Crowd

Here are a couple of tips that helped us when setting up the surveys with our customers:

  • #1 Choose your user segments wisely by looking at data first and identifying which customer segments are worth pursuing. 
  • #2 Adapt the tone of your voice, as well as the number of questions you ask to your segments.
  • #3 Consider the maturity of your business. If your business is new, it most likely means that your site’s visitors are new too, so they need to get accustomed to it. If your business is mature, then you might want to adjust the tone of your questions to suit your purpose: that of keeping the customers.
  • #4 Keep in mind that bouncing visitors are a sensitive segment – so you want to avoid nagging them with too many questions. 
  • #5 Buying users are the most responsive segment. Since you want to make the most out of their availability to answer your feedback survey, you might want to create open-answer questions for them (e.g. “What do you love most about our products”, instead of “Do our products offer you a positive experience?”).
  • #6 Try mixing open-answer questions with multiple-choice questions if you want to boost your response rate.
  • #7 Use survey logic branching to link questions in a relevant way.
  • #8 Choose your survey pop-up trigger. There are 3 triggers you can consider:
    • On load – as an overlay (usually centered) or widget (usually positioned around the corners of the page)?
    • On scroll – ideal for mobile;
    • On exit – usually the best option;

Example of an online customer satisfaction survey created based on a widget:

Surveys have two objectives:

  • #1 to reveal the psychological aspects of your visitors’ behavior (their frictions, motivations, purchase intentions, and so on)
  • #2 and to get direct feedback in terms of usability & navigability from visitors who actually use your website (for example: if they use your filters, how useful they are, which of them is the most useful, if they read the product descriptions, how useful it is, and so on)

What Are Some Survey Examples from Our Customers?

Here in the Omniconvert Agency, we frequently use surveys to complement our quantitative (data-based) research with a qualitative overview of the customers’ behavior.

The insights we get from surveys allow us to further create unique A/B Tests, overlays that eventually improve our clients’ conversion rates.

I will take Secom.ro as an example. As one of the largest online retailers in the natural dietary supplements and bio-cosmetics niche in Romania, they wanted to optimize their website to be more suitable for the audience they wanted to target.

To begin with, we identified 5 relevant customer segments:

#1 Bouncing visitors (users who interacted with only one page on the site) – this segment was only surveyed on the desktop version because you can’t detect exit intent on mobile versions);
#2 Engaged shop visitors (users who interacted with multiple pages in the online store);
#3 Engaged blog visitors (users who exited the website from a blog page);
#4 Shoppers (users who left the website even though they had added products in the cart);
#5 Buying visitors (users who made a purchase on the site).

Then, based on these segments, we tailored 5 different online surveys, each one corresponding to each segments’ characteristics. We don’t believe in one size fits all and if we were to extract meaningful insights, we might as well formulate the questions in a meaningful manner.

The customer satisfaction survey questions touched upon six major objectives:

  • Buyer intent;
  • Intrinsic motivation;
  • Extrinsic motivation;
  • Emotional Impulse;
  • Frictions;  
  • NPS (Net Promoter Score).

It is very important to note that our customer satisfaction questionnaire objectives did not apply to all of the user segments described above because they wouldn’t have been suitable for the particular group psychology of those respective segments.

For instance, you can’t ask NPS-related questions to the bouncing visitors – nor can you pose those types of questions to any of the users who haven’t made a purchase yet.

Objective Bouncing visitors Engaged visitors Shoppers Clients
Buyer intent YES YES YES
Intrinsic motivation YES YES YES YES
Extrinsic motivation YES YES YES
Emotional impulse YES YES YES
Frictions YES YES YES
NPS YES

So, what types of questions did we ask?

#1 Bouncing visitors

Who are they?

This group needs to be handled very carefully, so we didn’t want to annoy them with too many questions.

What survey suits them?

  • Their survey was triggered on exit,
  • We needed a minimum of 200 answers to gain a fair understanding of what motivates these visitors to exit the site.

Examples of questions to ask

Our survey included one main question and two ramifications of it, as well as a final lead collector form:

#2 Engaged shop visitors

Who are they?

Because this group is already engaged with the site (but still not making a purchase), we allowed ourselves to ask an additional question (as compared to what we asked Bouncing visitors).

What survey suits them?

    • Same as with the Bouncing visitors, the survey was triggered on exit,
    • We needed a minimum of 150-200 answers to find out relevant insights on why they decided not to make a purchase.

What questions we asked:

Our survey included three main questions, with two ramifications for the first one (the same we asked Bouncing visitors as well). We also included a final lead collector (same as in the case of Bouncing visitors).

Aside from the question that was addressed to Bouncing visitors, we also asked the following:

#3 Engaged blog visitors

Who are they?

Surveying blog visitors allowed us to see if the content marketing strategy of Secom.ro yielded the results it was aiming for (and why visitors were leaving the site once they had landed on the blog).

We needed a minimum of 150-200 answers to find relevant insights connected to what we were looking for.

What questions we asked:

We asked two main questions, and the second one had two ramifications, as follows:

#4 Shoppers

Who are they?

Surveying visitors who add their products to the cart, yet don’t make a purchase allowed us to gain a better understanding of why this happens. Why are these users abandoning the shopping experience at the very last stage?

To gain relevant insight into this matter, we needed more than 150-200 answers.

What questions we asked:

Because this group is usually open to giving feedback, we asked them 11 questions and added a final lead collector at the end of the survey.

The first three questions were mostly focusing on finding the reason these potential customers abandon their cart (if it’s something connected to the site itself, to the offer, or simply an intrinsic motivation), while the following questions were focusing on finding out more about who the users were and what is important to them.

The first three questions we asked were these:  

#5 Clients/ buying visitors

Who are they?

This group included customers who made a purchase on the site. As opposed to the other 4 types of surveys we designed for Secom.ro’s user segments, which triggered on exit, this survey triggered on the “Thank You” page, once the order was already placed.

What questions we asked:

Since this is the user segment most open to answering questions about their experience on Secom.ro, their survey included 13 questions. Most of them were meant to find out the intrinsic and extrinsic motivations that pushed the users to eventually make a purchase, as well as general information about who these buyers are.

Some of the questions we posed include the following:

Conclusions

As you can see from our examples, our strategy in designing the surveys and the questions was focused on who will be answering the questions.

We gradually increased the number of questions for user segments that spent more time on the site/ were attracted closer to the Bottom of the Funnel, and we made sure to avoid too many questions for users who weren’t yet inclined to actually make a purchase.

Furthermore, we didn’t ask demographics-related questions to user segments who weren’t already somewhat familiar with Secom.ro or who didn’t have a clear intention to make a purchase (now or in the future).

The main tip to keep in mind when creating pop-up user surveys on your site is that you don’t want to be too intrusive, especially with customers who aren’t yet convinced by your site/ products/ offer.

Take it gradually, think things through, and ask questions that are genuinely relevant – both for you, as the seller, and for your visitors, as the (potential) buyers. This way, your surveys won’t be annoying, but will be useful instead!

I will close with another example, this time coming from Intercom’s CEO, Des Traynor:

Unless some of you have been working in a specific domain for the last 20 years or so, the odds are that anything you’re thinking about customers and markets is nothing more than a guess

Stop guessing and start talking to customers.

Any way you can.

In our next article, we will show you how you can create your own customer satisfaction survey using Omniconvert.

For more examples, visit our customer satisfaction survey page

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