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In this digital age, websites serve as the face of a business. It is the primary tool for brand awareness and recognition, communication, interaction, and customer engagement. As many brands are realizing the importance of websites and investing in establishing the brand website, it has become critical to understand how customers interact with the website. That’s where website feedback surveys come into the picture.
Website feedback survey helps you gather visitors’ insights and understand websites’ usability, performance, and user experience. In this blog, we will dive into website surveys, explore their significance, where you can use them, and mistakes to avoid when creating them.
Website feedback surveys allow you to gather feedback from website visitors on your products and services. Whether it’s a SaaS, online magazine, e-commerce, or hotel website, surveying visitors will help you understand what you need to improve in your website to increase conversion.
Website surveys include quantitative or qualitative questions embedded on various web pages. These surveys are shown when visitors meet one or more conditions. When triggered at the right time, it helps you collect real-time feedback from visitors.
Website surveys are non-intrusive surveys. It usually consists of 1 or 2 questions, and so requires minimum effort on the respondent’s part to provide feedback. Website survey questions help marketers to evaluate the website and resolve any pitfalls and improve the USPs.
Here are some more benefits of using surveys to gather feedback on your website.
With website feedback surveys, you enjoy the benefit of collecting feedback in real time. The visitor’s experience remains fresh, which enables them to share relevant and accurate feedback. This ensures that the feedback represents the visitors’ experience.
Additionally, real-time feedback means that you don’t have to wait for days after an interaction to get responses. This enables you to address visitors’ concerns and resolve issues promptly. This also reaffirms to visitors that you are listening to their feedback and taking the right action, thereby increasing customer satisfaction.
Leverage survey software that enables you to analyze real-time feedback and generate reports.
While conducting surveys via website feedback surveys, you have a sample audience as big as website traffic. Every person that visits your website is a potential respondent, which means you can target them without needing their email or phone number. As a result, you can gather a large volume of data representative of your target population.
Moreover, you can gather feedback from desired segments of visitors. Simply by setting triggers to display surveys to specific visitor types, you can gather feedback relevant to their experience. For example, trigger a rating survey after a visitor is halfway through your blog content. This way, you won’t intrude in their session and also ask questions that are relevant to their journey.
Broken links, difficulty in navigating through the website, or inability to complete certain goals, website surveys can help you identify what is preventing customers from converting. Gather feedback on user experience, website performance, page experience, website design, content, and more to understand how you can improve visitor engagement.
Configuring website feedback surveys by setting certain conditions can help you identify which pages are increasing conversion and which pages are driving visitors away. Trigger a customized pop-up survey on different pages based on the actions taken by the visitor.
For example,
In summary, website surveys help you gather meaningful and targeted insights from a diverse demography in real-time. However, where should you be using this survey type? Let’s find out in the next section.
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When you conduct website surveys, the pages where you set up your survey are as important as the questions you ask. It’s best to list out the pages you want to target and the goals you want to accomplish.
Thinking about where you should trigger your survey can help you improve the response rate and gather actionable data. Here are some of the important pages you should target.
Setting up surveys on the homepage can help you gather feedback from first-time visitors on their first impressions of your website.
Q: How well did you understand what our brand does from our homepage?
The insights can help you understand how simple it is for new visitors to understand your offerings and where you fail in conveying the brand message.
Landing pages are key windows to your website. They are critical for conversion and traffic. It’s important to identify issues with landing pages, map out the user experience and improve overall page content.
Tigger a survey with closed-and open-ended questions after a visitor scrolls halfway down the page. Use the data to uncover what’s missing on the page and what’s driving them away.
With a website feedback survey on your post-purchase page, you can target visitors who are at the end of the conversion funnel. On this page, you can identify what you are doing right and understand your USP from the customers’ perspective.
At this stage, the customers’ goal is complete, and the experience is fresh. This motivates them to offer honest feedback on their experience.
If used correctly, the survey can help you uncover how to retain more customers and increase conversion.
There might be a few problematic pages on your website with high exit rates. Triggering an exit intent survey can help you learn why people are leaving your website before completing a goal.
It could be your blog, a free-trail registration page, or a newsletter subscription page. The goal of an exit intent survey is to target an underperforming page and ask visitors why they are leaving the page.
It is common for customers to downgrade or cancel their subscription package, especially in telecommunication or media. Asking users their reason can help you identify what drove them to make the decision.
Write your website survey question in a way to encourage honest feedback, even if it’s negative. Benchmark the responses to understand whether it is something you can improve or if the customer is trying to cut down on personal spending.
Use the survey to find the real reason behind churning instead of making changes based on assumptions.
Now that we have identified five important pages where you can use website feedback surveys, let’s look at some common pitfalls to avoid.
Additional read: Web-intercept survey: Types and more.
See how Voxco helped Coyne Research boost productivity by 100% & reduce scripting time by 50%
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.
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.
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.
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.
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.
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:
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.
In this section, we will explore some website feedback survey questions for different survey goals.
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In conclusion, website feedback surveys are an essential tool to improve engagement, increase conversion, and enhance brand recognition. However, it is important to figure out where and when you should trigger your surveys, what website survey questions to ask, and who should be targeted to gather actionable insights.
By planning your website surveys carefully, you can make the most of them and gain a deeper understanding of how to improve user experience and website performance.
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