In this article, we explore seven strategies to elevate your user research game, delving into the art of crafting irresistible survey invitations, the importance of timing, the art of keeping surveys short and sweet, incentivizing responses, the power of personalization, and the necessity of A/B testing.
These battle-tested strategies are your ticket to conversion rate glory in the dynamic world of eCommerce.
So, join us on this journey, implement these tactics, and witness the expansion of your knowledge and the transformation of your business!
Why User Research Is the Game Changer in eCommerce
Let’s face it: most eCommerce people out there have no clue why people buy their products.
Instead, they chose to they throw money at ads like there’s no tomorrow, hoping lightning will strike.
But here’s the truth – you might hit the bullseye once in a blue moon, but it’s no way to run a business.
The root of the problem?
Ignorance about what makes consumers tick.
To successfully grow an eCommerce business – or any business whatsoever – you have to understand the deep, primal reasons behind consumers’ choices.
You have to make them think, “Yep, this is for me! It solves my problem.”
But to achieve that deep understanding, you have to focus on one important step, one that is usually skipped in a marketing strategy: user research.
User research, done right, it’s the X-ray vision that lets you see through the consumer’s eyes.
You dig deep into their minds to and uncover their pain points, dreams, and desires. You’re not selling stuff; you’re selling solutions that resonate.
When done right, user research allows you to create messaging that hits people right in the gut, where it matters.
It’s the difference between shouting into the void and sparking a fire in your audience. In eCommerce and retail, it’s simple: no pain, no gain.
But what opened your eyes, Valentin?
My journey in the realm of eCommerce and retail took a seismic shift when I had the privilege of crossing paths with the visionary Bob Moesta.
He’s no ordinary name in the industry; he’s one of the pioneers of the revolutionary “Jobs to be Done” (JTBD) framework.
Bob taught me something that turned my entire world upside down – it’s not about brands, features, or fancy marketing gimmicks.
It’s about understanding the struggling moments in a customer’s life, the desired outcomes they crave, and the progress they yearn for.
In essence, it’s about empathy, about getting into their shoes and feeling their pain.
This epiphany prompted a profound transformation in my approach to business.
I realized that people don’t buy products; they hire them to get a job done, to make progress in their lives.
Armed with this insight, I set out to overhaul my own business strategy, applying the JTBD methodology like never before:
We unveiled that our eCommerce customers needed more than A/B testing. They wanted to improve their profits. And to do that, they needed their customers to come back, buy more, and become evangelists.
The impact was monumental.
By centering my efforts on addressing our clients’ real struggles and aspirations, I increased customer satisfaction and witnessed a remarkable surge in conversion rates.
That’s why I decided to include Bob Moesta’s invaluable course in the CVO Academy, where I’m dedicated to nurturing the next generation of customer-centric entrepreneurs.
It’s a testament to the fact that sometimes, all it takes is a fresh perspective to revolutionize your approach and unlock the true potential of your business.
The 7 Ways to Improve Your Survey Response Rates
Craft Irresistible Survey Invitations
Do you want people to take your survey?
Make it impossible for them to resist.
Craft an invitation that’s short, sweet, and to the point. Tell them why their input is crucial. Make them feel like valued VIPs.
Nobody can turn down an offer they can’t refuse. In a world where the attention span is so low, hooking them and then keeping them engaged requires a lot of know-how.
Here’s how Zapier is making this happen:
Can you do this with Omniconvert?
Because we have a complete CRO tool, we can do A/B testing, personalization, AND surveys.
So, you can insert this invitation in the pages you want it to run and make it look exactly how you want + trigger the survey that you crafted previously.
Timing Is Everything
Imagine asking a busy executive for a favor during a board meeting.
Timing matters. Send your survey invitations at the right moment.
- TOFU: for bouncers – trigger the survey on exit intent OR grab their commitment at the beginning of the session
- MOFU: for visitors – this can be like a subtle widget that’s moving a bit, but make sure not to be in conflict with their natural buying journey.
- BOFU: for shoppers on the cart/ checkout page – this one is tricky, as you will need to validate through A/B testing if the survey harms the conversion rate. However, you can redirect the users to buy with logic branching so that you’re offering them something relevant according to their answers.
- For buyers – this is easy: while they’re still in the buying mode and happy/ a bit anxious about their purchase. That means triggering the survey on the Thank You page.
- For recent customers – this can be timed according to what you’re researching.
If you’re looking for NPS to validate the purchase experience in itself, it should be triggered right after the order is in the bought status
If you’re looking to research the actual experience with the product, ensure you trigger the survey after the customer used/ consumed the product you’re selling. For instance, you want to avoid triggering a survey regarding the effects of weight-loss tea after 1-2 days from the purchase, right?
The surveys should be part of an onboarding strategy that’s consciously crafted.
- For past customers – you should trigger those surveys according to how much time has passed and the repurchase cycle.
Selling ONLY winter coats, and it is spring? You got the message.
Consider your audience’s daily routines and habits. Catch them when they’re most likely to engage.
Short and Sweet
Long surveys are the kiss of death. Respect your audience’s time. Keep it concise. Focus on the questions that truly matter.
Quality over quantity, every time.
Here are some other tips for you:
- group questions according to what you’re after
- capture the responses gradually so that you don’t miss the chance to validate the first questions – which you made sure are the most important ones
- use logic branching to eliminate irrelevant questions
- Leverage instant gratification – give users small dopamine kicks with green checkboxes and small and short feedback after every answer:
“Have we told you that you’re EXTREMELY helpful? 3 more questions, and we’re done!”
- progress bars to help them see how far they’ve gone
- Show them what is the average time to complete
Incentivize Like a Pro
Everyone loves a little something extra, and few people are doing things just because.
If the response rate is low and you can’t wait longer to get responses from unincentivized users, you can try incentives in 2 steps:
- Promise them that your gratitude will manifest itself at the end of the survey
- Unveil what they’re going to get.
You can offer incentives that make people perk up – discounts, exclusive access to some services or products, and gift cards.
It’s a small investment for valuable insights.
If you can’t afford to give everyone something, you can give them the chance to win at a draw.
Personalization Packs a Punch
Sure, generic surveys can work. But personalized surveys can work even better.
Show customers you know them.
People are more likely to respond when they feel seen and heard.
On email, you can use variables like [NAME], [DAYS_SINCE_LAST_ORDER], or [LAST_PRODUCT_BOUGHT] to make the user feel more familiar with you and more open to take action.
While on a website, you can use their context, as context creates meaning.
You can use all sorts of variables to do this:
- Their location:
“We wonder: how people from [CITY] feel about … [your survey’s purpose]
- The weather conditions:
Pretty chilly, right?
You’d warm our hearts if you’d help us by answering this survey!
- Their traffic source
Is it true that people visiting us from Pinterest are more helpful?
- Their purchase history with the company – for logged-in users
Because you bought [BRAND_NAME], we’re looking for your opinion!
Can you do this with Omniconvert?
A/B Test Your Way to Success
Don’t guess what works; test it.
You can A/B test a lot of things:
- your survey invitations
- Survey appearance
- Survey questions.
How many, and in what order, are they randomized or not?
Find out what resonates and refine your approach accordingly.
Can you do this with Omniconvert?
You can adjust the way the page looks AND the survey itself. You can make it shorter to optimize the response rates.
It’s worth doing when you have an ongoing survey that can also work like a… lead magnet!
These are the battle-tested strategies to skyrocket your survey response rates. In the world of eCommerce and retail, where knowledge is power, these insights are your ticket to conversion rate glory.
So, go ahead, implement these tactics, and contemplate how your knowledge is expanding!
Elevate your understanding of user preferences by seamlessly integrating website surveys with Omniconvert’s Explore!
Gain valuable insights from direct feedback, allowing you to tailor your strategies and enhance the overall user experience.