Online surveys: customer satisfaction index vs. visitors satisfaction index

One of the most interesting uses of online surveys is to assess the differences in perception of consumption between visitors and costumers.

Knowing the customer, one of the basic rules of marketing, is just as undeniable in online marketing.  And every digital planner must have arrived in a situation where he felt he needed more insight about the customers, the kind of insight you cannot get only through visitors segmentation and through analyzing their behavior on-site. Sometimes you need customers’ true and direct opinion, or a more elaborate feedback about their shopping experience. That’s where the surveys prove to be very useful.

Getting to find out what drives people on your website and then what makes a part of them become customers and what makes the other part go away is a pretty fastidious process. You can use conversion optimization techniques to learn more about your visitors profile and what they view as obstacles in the way of purchase. Nevertheless, a straight answer or opinion on your website could clarify things and explain all the data you’ve previously gathered.

What could explain a lot of things is a comparison between the customer satisfaction index and the visitors satisfaction index. This parallel could point out to what makes the two groups relate differently to your products and what triggers the purchase.

What are the best conditions for running a survey for customers and visitors:

  • segment the traffic from the beginning. This will give you additional information about demographics, localization, returning or new customers
  • run the test at the end of every check out or make it run automatically when someone wants to leave the site
  • keep in mind that visitors are less inclined to respond to the survey, they are already less interested in your products or site. How you formulate your opening question or how you ask them to complete the survey are two very important things.
  • by responding to your survey, your customers help you. Give them something back, a discount, a coupon, an useful paper to download
  • indicate the number of questions from the beginning and insert a progress bar. Don’t ask too many/ too complicated questions.

What kind of things you can assess through online surveys:

When conducted on customers

  • customer preferences
  • their level of satisfaction with the prices, how fast they found the desired products
  • ideas about what to improve on site
  • why did they chose your e-commerce site
  • if they would recommend your website

When conducted on visitors

  • did they have a purchase intention
  • what made them change their mind
  • what were their expectancies before arriving on site
  • what would have made them stay on site

Comparison of response patterns between customers and visitors can show you the differences of perception between these groups. Further on, you can interpret data in the light of segmentation or by comparing it with any other relevant data about conversions.

If you want to segment easily your traffic, to create customized surveys and to launch them at the right moment every time, you can use Omniconvert, the 3 in 1 online marketing tool.

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