5 Survey Questions Smart Marketers Ask
If you listen closely to your visitors, they'll tell you what's wrong. If you capture their verbatim, it might provide insights into why something you worked so hard on is broken. They'll tell you not just that your baby is ugly, but why they think that. Remember, those types of comments can be heartbreaking, but those comments are good things. They will tell you what to prioritize and fix.
Question 5: If you didn't find what you were looking for, what did you do next?
If "did you find what you were looking for?" is about "accomplishment rate," this question is about "opportunity cost." If the people who don't find what they're looking for leave for other websites, call or email you, or do some other action, you can attribute costs to that. You can then justify budgets to management to fix the worst problems and get testing started on narrowly defined areas with very specific targets and smarter goals.
Can I Go Beyond These? My CMO/Brand Officer/Manager Wants More, So …
Remember, these are the five prescribed questions; you can have a few more. But just a few.
It takes willpower and specificity to bring the number of questions down. You can have a question for satisfaction for the brand team as long as you keep the number manageable. You can have a "new vs. returning visitor" for your traffic measurement team (bonus points if you just get a cookie to tell your survey tool this without bothering the visitor).
However, those five will tell you what to test, what to fix and, ultimately, let you focus on things that will move the needle. If you have a survey tool and you're not asking these questions, it's time to look at what questions you can remove so you can ask the things all online marketers need answers for. If you don't have a survey tool, you may want to look at Google Consumer Surveys for surveys on a budget, or for iPerceptions, ForeSee and OpinionLab for moderate to large survey budgets.
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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