Website feedback survey: Mistakes to avoid 1. Adding too many questions in your website survey 2. Using one survey for all pages 3. Not applying proper audience segmentation 4. Applying mismatched survey triggers 5. Survey design mistakes 6. Not testing the survey before launch |
Surveys can help you understand your visitors and learn about their expectations more clearly. So, here are six mistakes to avoid and design an effective website survey.
1. Adding too many questions in your website survey:
Don’t overload your survey. Visitors fill out your survey because they get some value out of your website. It’s best not to demotivate them by asking dozens of website feedback survey questions.
Minimize the number of questions you ask. For example, NPS or CSAT is a single metric that can evaluate a customer’s perception of your website. Find a question that can bring you the feedback you are looking for.
For example, say you want to know if the video quality in your website demo videos needs to be changed. You can simply ask visitors whether they prefer the current quality or if you should change it. Instead of a bunch of questions, a single question would give you the insight you need to make a decision.
2. Using one survey for all pages:
You can’t use one survey across all the pages on your website. Your website survey questions need to be relevant to the web page context.
For example, say you notice that on your hotel’s website, visitors are signing up for booking but are not completing the transaction. You want to run a survey asking, “What’s stopping you from booking a room in our hotel?” The question is relevant as an exit intent survey on the transaction page or the hotel room description page. But it is not relevant for a visitor looking through the homepage.
It’s important to design surveys that align with the goal of the page. Visitors might find an irrelevant survey intrusive to their website experience and leave your website, thereby hurting the conversion rate.
3. Not applying proper audience segmentation:
It’s also important that you identify the audience segment to whom you will display specific surveys on the website. For example, if you want to understand the first impression of your website, your target audience should be first-time visitors. Or, if you want to target desktop users, you should exclude mobile users.
4. Applying mismatched survey triggers:
Triggering surveys based on which stage a user is in their journey can help you gather meaningful and accurate feedback. Understand the data you want to gather and configure your trigger based on the goal.
For example, if you ask a first-time visitor how was their shopping experience when they haven’t even purchased anything, it will create dissatisfaction. Understand the intent of each survey, which page, and which target audience it is meant for.
Some of the common triggers are successful conversion, exit intent, abandonment, and scroll depth.
5. Survey design mistakes:
When designing your website feedback survey, it is important to ensure that the survey goal and question align. Write your questions to uncover the pain points visitors experience. Here are some survey design tips:
- Don’t ask leading questions.
- Don’t ask double-barreled questions.
- Use closed-ended questions if it provides you with the required data instead of asking an open-ended question.
6. Not testing the survey before launch:
Test your surveys before you launch to find any discrepancies in the survey. Conducting a pilot test can help you identify anything amiss, redundant questions, usability breaks, or issues with the survey triggers.
Use robust survey software and test the survey to ensure it is responsive on the target device and monitor its performance. Also, run an internal test to see if the triggers are working and if the survey questions encourage honest responses.