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Intercept Survey

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Knowing what your potential customers think about your business is the basic requirement of any successful business. This is where intercept surveys come to help. These surveys help you meet your customers where they are. Gather data in real time by asking the right question at the right moment. Here we will discuss how you can gather accurate and real-time feedback using these survey types.
Intercept Survey1

What are intercept surveys?

Website intercept surveys are designed to ask website visitors for feedback while engaging with the website.

It is a research method you can use to gather feedback from website visitors while engaging with your product or service. It provides insight into what works for your customers, motivates them to buy from you, and their pain points.

The questions aim to ask about website usability to customers’ behavior and intent. The collected insights can be utilized to develop marketing strategies to improve sales, customer experience, etc.

Types of intercept surveys

There are many ways you can set up your website intercept survey for collecting your visitor’s feedback.

1. Pop-ups: Can be configured so that it appears anywhere on the website. You can configure it to appear at certain points in the customer journey.

2. On-Page: Unlike pop-ups, on-page surveys appear at the corner of the website. They do not suddenly appear. The customers can choose to initiate the survey to provide their feedback if they want.

3. Exit Surveys: These are pop-ups as well, but they appear when a visitor is leaving the website.

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How can intercept surveys help you?

These surveys help you understand the online behavior of your potential customers. Managing an online business can be challenging when your business depends upon the customer’s online experience, website traffic, subscription rate, etc. So, here are some ways you can benefit from this survey type.

Real-time responses from visitors:

You ask your customers for feedback while navigating your website using intercept surveys. This means you get their response when they live through their website/service experience. 


When you allow visitors to participate in the survey in real time, you increase the possibility of receiving honest and accurate feedback.

Target all demographics:

These surveys enable you to target customers from all demographics. It ensures that all website visitors or app users get an equal chance to participate in your survey. 


It creates an effective and efficient path for your brand to reach all customers, whether they use an app or website. This prevents the chance of sampling bias or non-response error that may cause trouble in the survey result.  

Increases response rates:

Intercept surveys target all customers, as already mentioned. I target any and all the audiences who visit your website or use the applications. Unlike email surveys which can only target those customers whose contact details you have in your system. Website intercept survey shows the survey to anyone who visits your website or engages with the apps.

Moreover, using pop-ups proves to be a strong call to action. Website visitors are more likely to participate in the survey when their experience is fresh in their minds. The pop-up gives the visitors the choice of taking or leaving the survey. This helps boosts the response rate.

See how Voxco helped Coyne Research boost productivity by 100% & reduce scripting time by 50%.

How can you use intercept surveys?

Here are six use cases when you can use these survey types to gather real-time feedback from your audience. We have separated these use cases into two categories – research goal & type of data.

Goal of the survey: 

Website Satisfactions: Visitors’ opinions on the website layout, content provided, and branding of the business.

Usability: Opinion on the ease to navigate through the website or the features of new products they used.

Cart Abandonment: Ask customers why they are not making the purchase. Ask for the reason for abandoning the product in their cart and not completing their purchase.

Type of data you want to collect:

Demographic: Ask visitors for demographic information. Creating a customer persona with the information will help provide an improved customer experience.

NPS®: Ask visitors if they would recommend you to others. This metric is also a strong indicator of customer loyalty.

Customer Satisfaction: Ask customers how satisfied they are with their purchase, the website/app layout, your customer support agents, etc.

Questions you can use for the website intercept survey

  1. How did you find out about our brand website?
  2. How satisfied are you with your website experience?
  3. How likely are you to recommend our brand to a friend or family?
  4. What was your purpose for the visit today?
  5. Did you find the product/content you were looking for?
  6. What is your reason for abandoning the cart?
  7. Was the content helpful?
  8. Was it easy to navigate through our website?

Request a sample survey to get a preview of content & survey design and see what’s possible with Voxco.

There are two drawbacks to using this survey type. We will discuss the drawbacks along with a solution to offer you alternatives that best work for your survey. 

Drawback 1: 

One of the major complaints regarding the intercept survey is related to the pop-up survey solution. Visitors often get frustrated by the pop-up that appears suddenly while they are browsing through the website. It feels intrusive and disturbs the attention of the visitor.


→ However, the solution is created by an intercept surveying tool. The tools have created more passive pop-ups. This means that the pop-ups appear only at some chosen times during a customer’s online journey and prevent any disruption even when they appear on the website.

Drawback 2:

These surveys are usually concise. Since they are meant to intercept when a person is engaging with your website, these often have a single question. Because of this, you cannot collect in-depth information from your customers.


The solution for this is a follow-up survey. If you want to ask more questions to your website visitors, create another survey and offer an incentive for participation. Create a tab that invites visitors to take a survey and leads them to a separate page to gather more data. 

Best practices for intercept surveys

The goal of these survey types is to gather real-time feedback. But real-time feedback is only useful if the data is accurate and insightful. Here are some best practices you should follow to enjoy the benefits of intercept surveys. 

1.  Customize surveys for various devices – 

A pop-up or tab survey may be suitable for desktop users rather than mobile users. Customize a banner survey for your mobile site. 

2. Use proper triggers – 

You can trigger these surveys to target specific users, so use them to your full advantage. If you want to target users from a specific geography, use the IP address as a trigger for your survey. 

3.  Ask questions relevant to the user experience – 

Design your surveys based on specific user experiences. A question on product quality is irrelevant for a customer yet to receive the product. 

4. Don’t overload the survey – 

Ask only highly relevant questions. These surveys are meant to intercept the user, not distract them from their task. Keep the questions short & simple to gather information without losing the customer. 

5. Don’t add too many pop-ups – 

Ensure the pages you are adding an intercept survey don’t have too many pop-ups. Too many pop-ups can frustrate the visitor. 

6. Let the visitor navigate the website – 

Don’t trigger a pop-up right after someone visits your website/page. Give visitors the time to look through the page before you ask them to provide feedback. 

See how you can design branded surveys with smart flow using Voxco Online.

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To push your business forward, you need customers’ insight about your business. Intercept surveys are the popular on-site method to gather customer feedback about their experience, behavior, and opinion on our business.

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

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