Launching User Surveys
What do you think your visitors are thinking of? Google Analytics will be able to collect and monitor website data but will never be able to actually determine what customers are feeling or what the customers are thinking of the minute they arrive in your site. Therefore you need to ask your users some basic questions.
Most website owners may have very little time to actually reach out to his customers on a personal manner especially if you have a lot of customers. One on one customer interaction is definitely very hard and therefore you may use a web survey instead.
Web survey basics
Consumers usually become annoyed once they are being questioned about their choices as well as their shopping experience. This leads to market research surveys getting a bad reputation. Therefore to be able to successfully gather customer information without looking like spam is to remember the following.
Stop badgering consumers, chances are you are only scaring your customers away.
But do not be stoic either since customers usually want to share some feedback about your business especially when they know that you value their presence and their opinion.
Always follow the golden rule of surveys:
Keep your surveys short.
The shorter you can make your survey while keeping all the points that you want to ask is the best way to do it!
Do not worry about being accurate. Even surveys created by huge companies could have natural biases in their data. Just remember to focus on the information that you want to gather and create the best user–respondent experience for your customers at all cost.
Now that you understood the golden rule, here are some more:
1. Your survey should have a purpose
Never ask questions out of curiosity. You have little time, money and resources to waste on these kinds of data. Focus on questions that are related to user experience, usability of your service or products and customer buying decisions. Afterwards, translate customer feedback according to revenue – generating initiatives to grow your website.
2. The questions should be as simple as possible
As much as possible, keep your questions as simple as you can. Be direct to the point and never use technical terms. Do not assume that your users already know what you are talking about.
3. Your surveys should be consistent throughout
Use a rating scale to capture sentiment and to quantify key variables. Rating scales should also be consistent but in the event that you are only confusing your customers, switch your rating scale around to improve their experience.
4. Your survey should follow a logical order
Introduce your website and tell them what the survey is for. Start with the broader questions and then narrow down the items. At the end of your survey is where you should ask for demographic data such as gender, age, location and so on.
6. Thank your customers
Even visitors or customers that have answered short surveys need a reward. Offer a discount or a promo code. Although incentives are great rewards, these could create biases in your survey data. However be mindful that not all people are motivated by incentives.
If you are new to creating surveys, here are some great tools to use. Choose which one could best support your implementation, integration, customization and your website analytics needs.
SurveyMonkey offers better control of your surveys since it provides survey question creation, custom branding, response collection and reporting of results. Users will be able to personalize their surveys better and of course plans start at $24 a month.
SurveyGizmo offers full customization of survey questions. You get features such as pre-programmed questions, custom questions API, advanced survey logic and integration partner support. Users even get to partner with the SurveyGizmo design team to create cool survey designs, customize pages and deploy surveys. Plans start at $19 a month.
iPerceptions is a tool that will allow site owners to collect answers to a variety of research questions. This unique tool will immediately capture information such as IP address, operating system, browser type, version and location of the respondent. Information is available in 32 languages and it comes with advanced text mining and information collection even on a secure site through encryption. Premium iPerceptions plans start at $399 a year.
Qualaroo is a tool that will allow you to understand user experience in your site. You will be able to ask focused questions to your visitors and this helps you target the right questions to gather critical insight. You have several options like serving follow-up questions based on previous answers. Qualaroo helps you explore the why in special questions like when you ask if this particular product feature is important to users; if respondents say yes, you can follow up with a why and if they say no, you may also ask why at the end.