5 Survey Questions Smart Marketers Ask
You need to know this, you need to segment this, and only survey tools will tell you this.
Question 2: How did you navigate the website?
To find what's broken on your website, you need to know what type of experience people are having. There are some ways to tell how users are navigating without asking them specifically, but it helps to have this question handy when you're diagnosing what's broken.
You need to provide common navigation techniques and an "other" option to classify edge cases. More on how to segment this later.
Question 3: Did you find what you were looking for?
This is arguably the most important thing there is to ask. This is the big daddy of usability questions: accomplishment rate.
If you combine this question with the user task from question one, you get task accomplishment rate. Combining the two questions will get you the things that your visitors are performing (and failing) most often. That's the problem you need to focus on most; you can then test solutions for areas where you know you'll move the needle.
Alternatively, you can combine this with question number two, the common navigation paths. This will get you broken navigation areas. You may be able to implement things sitewide to fix areas you found to be weak.
Accomplishment rate data, taken by itself, is just a snapshot of your site's usability. It can be a nice thing to present to your chief marketing officer, but by itself it won't let you solve anything. Combined with other questions, though, it's a very actionable metric.
Question 4: If no, why not?
Your visitors typically aren't Steve Krug (if he is a visitor, go grab a beer and celebrate). They won't tell you how to best FIX problems. They aren't user experience experts. They don't devote large swaths of their brain to usability tests. You do. (You do, don't you?)
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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