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Last updated: January 2019
This is one of a series of articles. In the first part of the series, we explain why these techniques are the most reliable way to grow hugely any business. The first part also contains an infographic that summarizes the whole series. In this part, we describe some amazing survey tools, and how to make the most of them.
And then we describe two ways to use search to increase your conversion rate.
(None of the links on our website are affiliate links. We’re vendor neutral, and we don’t profit from recommending technology.)
Your customers know the answers to a surprising number of your marketing questions. Why not ask them?
The following questions can provide invaluable insights. We recommend you identify the ones that will populate the gaps in your existing knowledge.
We wrote the following article for Inc, describing the following great question to ask your customers: The Answer to This One Question Will Skyrocket Your Sales.
Not every answer will be valuable, but even a single gem can lead to a boost in profits.
For more about this subject, see our talk “Golden questions” that reveal exactly why your visitors aren’t converting (slides and video).”
One of the hardest tasks in web marketing is to capture the views of visitors who aren’t persuaded by what you’re currently offering. In this situation, you may choose to drive some of that traffic to a survey page, and then offer an incentive—maybe a free report—for completing the survey. By asking open-ended questions to these visitors, you can learn what they were searching for, and what you’d need to do to provide it.
You need to know which of your products your customers like most, and why.
The products that are most-liked aren’t necessarily the ones that you sell most of. Just because a restaurant might sell a lot of lasagna doesn’t mean their lasagna is well-liked. In fact, it might be deterring customers from ever coming back.
By knowing which of your products is most-liked, you can
Your survey can constantly be changing, which will allow you to keep getting deeper insights into your visitors and customers. A survey may reveal insights that you decide to explore further in subsequent surveys.
We often use the following survey tools: SurveyMonkey, Google Forms (which has few features, but is agile) and Survey Gizmo. Alternatives include Survey Anyplace (specifically for mobile), Wufoo, Clicktools, Polldaddy, Typeform and Uservoice. If yours is a professional services company, then CLIENTPulse is purpose-made to find out all the things you need to know (CLIENTpulse is a client of ours, but we also use their software ourselves).
If you have no one to survey—perhaps because you’re working on a startup or a product for a new market—then Google Consumer Surveys can be useful. You choose your target audience from Google’s panel of users, type your questions, and then receive responses within hours. It works best for products and services that have broad appeal. Similar, but more flexible, is Pollfish.
One of the best times to capture your visitors’ objections is as soon as they have them: at the moment that they leave your website. The following questions can come in useful in exit surveys:
If your website has multiple distinct segments of visitors, you may choose to add a question that reveals the visitor’s segment too.
Some information can best be obtained by surveying your visitors while they are on a specific page. In doing so, you can ask questions at the exact moment that the visitors are thinking the thoughts you want to capture. On-page survey tools let you add surveys to the corner of a page or, more prominently, to its middle, obscuring the other content.
You may want to consider the following options:
Have you ever been frustrated by a website, but couldn’t find any way to communicate your frustrations to its creators?
Your own visitors never need to feel that way. Simply add a “Give Feedback” button to every page of your website. Such buttons tend to be placed statically on the side of the page, like a little Levis tab (albeit one that slides down your jeans when you stand up).
We have such a button on our website. It’s a green “Feedback” button on the right-hand side of each page.
You can easily add a “Give Feedback” button using one of the following solutions: Survicate, FeedbackLite, Feedbackify, Usabilla, Qualtrics, Kampyle (which is priced for enterprises), and SurveyGizmo (the “Give Feedback” button is one of its many features). For Conversion Rate Experts’ website, for reasons of leanness, we don’t use a hosted software solution; we simply link our “Feedback” button to the form on our “Contact Us” page.
The software hosts the feedback forms, and then allows the website’s creators to view—and manage—the responses. (In several of the apps, the feedback is managed using an interface similar to that of an email client, having an inbox and folders.) If visitors leave their email addresses, the website’s customer-support team can easily reply to the feedback.
Though “Give Feedback” buttons are simple, they can be highly effective, acting as a persistent open invitation for feedback.
Your website’s “Search This Site” feature is useful in two ways. Not only does it help your visitors find what they are looking for, but it also provides you with a wealth of information about how to improve your website.
Look through the search logs for a particular page.
Several search engines track mentions in real time, allowing you to discover what people are saying about your website on blogs, forums, and in social media. The following tools can be useful: Moz Fresh Web Explorer, Google Alerts, Talkwalker Alerts, Mention, NinjaOutreach, Twitter Search, BuzzSumo and Facebook.
Salesforce Marketing Cloud provides powerful tools for real-time analysis and monitoring of social media.
As you read through the results, make a list of what people are saying. What do they like about your website? What don’t they like about it?
Then consider how you can fix any problems.
When we re-designed our own website, we used this technique to make a list of people who had commented on our old website. We then personally asked those people for feedback about our new design.
1. If you’d like us to work on your website—to dramatically improve your conversion rate and profits (like we did for all these companies), then claim your FREE website strategy session. On this free phone consultation, one of our experts will discuss your conversion goals and suggest strategies to double your sales.
2. If you’d like to learn conversion for free, go to our “Learning Zone” page, where you can download templates of million-dollar winning pages. Or, if you’d like us to build your company’s in-house capabilities (not for free), then contact us and we’ll discuss your requirements.
3. If you’d like to work for us—or see why our team members love working for us—then see our “Careers” pages.
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