Use Customer Surveys to Boost Conversion Rates

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A key factor in boosting your conversion rates is giving prospects what they want, at the right time and at the right cost. Predicting these factors is a complicated balancing act, and it is easy to misjudge entirely.

Many business owners tweak their landing pages, prices, and even their entire business models to improve their conversions, only to discover that they still missed the mark.

One of the best ways to learn what people want is just to ask them.

One of the best ways to learn what people want is just to ask them. But seeking feedback from prospects is often difficult or impossible. Customer surveys allow you to gain valuable insights from people who have already purchased your product or service, helping you understand what convinced them to buy and what mistakes you made that could have cost you the sale.

Here is a guide to using customer surveys to ultimately boost your conversion rates.

Designing Your Survey

Surveys are useless if they do not provide the information you need. A well-designed survey is balanced, avoids leading questions, and offers plenty of opportunities for open-ended responses. Focusing on four factors can dramatically improve the quality of your surveys.

  • Identified Goals: Before writing the survey, determine exactly what information you want to discover. If the goal is to boost conversions, or website visitors who ultimately make a purchase, exactly how they found your site may not be very helpful. However, you probably want to know which factors were the most important in their decision to complete a purchase.
  • Brevity: People become impatient when facing a wall of text or a question that goes on and on. Edit the overall length of your survey as much as possible, asking only those questions that support your identified goals. Then edit each question individually, finding the most succinct way to ask.
  • Clarity: Avoid confusing or misleading questions. Separate each main idea into an individual question. Use everyday language, but avoid slang or idioms that might be misunderstood.
  • Question Design: Closed-ended questions, such as those that require a Yes or No response, should be used sparingly. The majority of your questions should encourage additional feedback. Rating scale questions, in which customers rate different aspects of their experience from poor to excellent, can be highly useful if you make sure the scales are consistent. If a 1 means poor, and a 10 means excellent in the first question, make sure the last question uses the same meanings.

Evaluating the Data

No matter how good your survey is, the data is meaningless unless you evaluate it properly. As you make your way through the responses, look for three major features.

  • Patterns: Which elements of your website, product, or service, whether positive or negative, were repeated over and over again? Did the majority of your customers talk about a particular product benefit? Did several people mention difficulty with the checkout process? Anything that was highlighted by numerous survey respondents is worth a closer examination.
  • Objections: What did your customers dislike about their experience with you? Where did they identify obstacles in the process that nearly convinced them not to make the purchase? Challenges noted by people who completed a purchase were likely also experienced by those who clicked away without buying. Addressing those objections can have a dramatic impact on your conversion rates.
  • Key Words and Phrases: How did your survey respondents describe your business? What specific words or phrases did they use regarding the purchasing process or some feature of your product or service? Write down your favorite words, phrases, and sentences for future use in your copy or headlines.

Implementing Changes to Drive Conversions

When you have finished evaluating your customers’ feedback, it is time to begin the process of implementing changes based on the results. Before you start, use Google Analytics to track your website conversions. You will need these reports to monitor the effects of your changes over time.

Resist the urge to implement numerous changes at the same time.

Resist the urge to implement numerous changes at the same time. This will make your reports muddy and confusing since you will be unable to tell which changes had what effect on your conversions.

Instead, lay out a roadmap for systematically making changes over the next several months. For example, you might begin by addressing a particularly troublesome checkout process, while leaving everything else the same.

After tracking the results of that change, you might move on to changing your landing page headlines to reflect what your customers loved most about your product or service.

Customer surveys are an extremely valuable tool for boosting conversions, because they allow you to obtain direct feedback from people who have already made a purchase from you.

Summary

Identify your goals for the survey, write thoughtful questions that address those goals in a clear way, and carefully evaluate the feedback you receive. Slowly make changes to your website based on the results, and track your progress every step of the way. Over time, you will see a real improvement in your conversion rates.

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