Segmented surveys can be the answer when it comes to getting more qualified leads for your business. Every company has to know it’s audience, with all its characteristics, problems and concerns in order to address the right message at the right time, according to the sales funnel stage your visitors are in.
Sometimes, you feel the need to know more information about your customers and to have more valuable insights than what you get through analyzing their behavior on-site. This is when surveys come in handy and prove to be very useful tools to find out what drives your visitors and customers to do a certain action.
Segmented surveys provide information on customer preferences, reasons why they choose to use your website, if they would recommend you, why they choose not to use your online shop and why they will not recommend you and their satisfaction level on different aspects of their experience with your e-commerce site, such as prices, delivery, usability, etc. Nevertheless, segmented surveys help you find out visitors’ expectancies and purchase intention.
When using segmented surveys, you can keep track of two key performance indicators, that are essential for any online business: NPS (net promoter score) and CSI (customer satisfaction index).
NPS has a direct impact on earning loyal customers, and it reveals how likely it is that your customers recommend [the company/website] to a friend? There are three types of customers: promoters, passives and detractors. Using the information you get from your surveys, you reduce the number of detractors, by transforming the detractors into passives and passives into promoters. Keep in mind the powerful influence word of mouth has!
CSI reveals how customers feel about your website and business after they have tried your products and services. CSI is a great metric in e-commerce, because it clarifies things and explains why something is (not) working on your site, based on customers’ experience.
These powerful insights represent the foundation of your further e-mail and remarketing campaign. Based on customers’ needs and attitudes and visitors’ preferences and purchase intention, you can build a successful campaign with the sole purpose of transforming your leads into new business. Engage your visitors and give them want they want and need.
Have you ever wondered why you don’t manage to get too many qualified leads, even though you have big traffic on your website? Probably, you do not give your visitors want they want, but you will never know the exact reason until you ask them directly.
Provident, one of the most important financial websites in Romania, has encountered this problem. Although they had loads of traffic, the website wasn’t converting it to leads. So, they decided to use Omniconvert and create a segmented survey, with branching logic. When people clicked on their response, they were taken to a specific next question and, at the end of the survey, they were asked to leave their emails in order to get advice from an financial expert.
The results: in just 3 days of using on-exit surveys, with lead capturing section, Provident got +25% more leads for the same traffic.
Before launching a survey, clarify what you want to find out from your visitors and customers. Don’t waste their time with long and misleading question, because they will leave your form, and you’ll never get your answers. Keep it simple and ask straightforward questions, that will give you the answers you are looking for.
Surveys can be the base for any further testing hypothesis. The best way to have great testing hypothesis is to have solid data to rely on, data you get from surveys, web analytics, etc. Michael Aagaard says that “a solid test hypothesis is an informed solution to a real problem – not an arbitrary guess”.
The basic rule, when building a survey, is to not look for validation and confirmation of things you already know. Don’t try to influence the answers to get the results that put you in a better light. A straight opinion on your website could make you see what goes wrong and explain things. Sometimes, a straight answer can be like a cold shower, but it shows you real problems your customers have experienced. Solving them and letting your customers know that you value their opinion and want to improve their experience on-site, will definitely increase chances to be remembered as a reliable company and will have a positive impact on your conversion rate.
A customer is more willing to answer a survey than a visitor, because he is already involved in the process of buying, and he might be interested improve his experience with your products and services. A visitor needs a little bit more motivation to complete your survey. It’s easy: give them something that will make them answer and even become customers. For example, you can display things such as “Free delivery for your first order!” or“10 % discount on your order!”.
People value information on topics they are interested in. You can send free e-books and guides to visitors who complete the survey. If you own an online fashion store, you can send out free catalogs with tips and tricks on how to get the best look, advice from a fashion designer, etc. If you sell home & deco products, you can give design books and architecture magazines. You can offer anything they want. It’s simple and very efficient!
You can use surveys as conversion rate optimization instruments, by capturing as much information as you can about your visitors and customers and treating them accordingly to the sales funnel.
Omniconvert helps you design simple and efficient segmented surveys. Here are some tips&tricks on how to get the best of our tool and how to create lead capturing segmented surveys.
Step 1: Select the type of survey you want to display
Step 2: Design your questions.
You can add as many questions as you like. The questions can be of the following type:
- One response (the user can choose only one response)
- Multiple responses (the user can choose between a few possible options)
- Scale (the user chooses one answer by rating it)
- Net Promoter Score
- Small Text Answer (open question that requires a few words as a response)
- Large Text Answer (open question that requires a more complex answer)
Step 3: Lead collector option
When you enable the lead collector option, you can choose to receive the information you want about the respondents (name, phone number, address, etc.). You can select to receive the information via email or via webhook.
Step 4: Set up the design and texts.
In this step, you get to choose colors, write persuasive copy to convince your visitors to answer to your questions. Also, you can change the copy of the CTA buttons (next question, ask me later, etc).
Step 6: Select the pages involved
Now it is time to select on which pages you want to display the survey invitation, by creating personalized rules (include/exclude pages):
Step 7: Schedule the survey and choose the final settings:
And that’s it! You got your own segmented survey that will help you get more qualified leads for your business. Easy as ABC!
Start using Omniconvert and segmented surveys if you want to know relevant information on your customers and if you want to get as many useful leads as you want.