Learning more about your users is vital when it comes to testing. Understanding what your visitors want to see is incredibly important, and prioritising the collection of the data is essential.
This is something we don’t need to tell you, and many CRO practitioners, Digital Marketing Specialists, Experimentation Experts and Optimize Consultants will already be doing this.
But the key thing here is, how could you be doing it better? And how can you turn it into something really worthwhile?
Many businesses are already accelerating their use of technology, and we are committed to keeping up with this and maintaining our position as leaders in the CRO space. Our recently developed Surveys tool allows you to gain real-time feedback from your users about what they do and don’t like, what’s missing, and what’s holding them back. You can then instantaneously turn this into real-time personalisation, based on the answers they provide.
Asking questions usually doesn’t hurt your conversion rates. Taking an avid interest in your users shows you care, and acting on this with surveys gives you an opportunity to significantly improve their experience.
Key features of Webtrends Optimize Surveys
Our survey tool comes with a broad range of features.
We know our clients and partners have different needs and uses for our features, and we have the flexibility for you to go from a simple to the most complex of surveys. Utilising our survey feature will allow you to:
- Ask broad questions
- Use across multiple pages
- Include question subtypes
- Apply conditions on questions and pages
- Add a custom thank you
- Utilise customisable theming – including your own branding
- And importantly, the ability to use answers to personalise in real-time.
How do surveys work?
We have a fully featured survey builder available in our no-code widget section of the product. Utilising this means you can define most types of questions you want to ask, what triggers the survey, how people respond and what the next steps after each answer is. The flexibility here is one of the main benefits of this feature, and when combined with other features of the platform, it can vastly improve customer journeys and direction making.
You can use the voice of your customers to make their journey better, either passively (utilising retrospective reporting to make decisions) or actively (real-time, response-based personalisation).
Both scenarios give you autonomy on how you want to use the data you have collected and what your next steps will be, putting the voice of the customer at the forefront.
What are surveys used for?
Surveys essentially give a voice to your customers to make their journey and experience better. These can be as detailed or as simple as you like, and the feedback will provide the opportunity for you to tailor your visitors experience to what they want.
You can literally implement their feedback straight away.
There are two main things that surveys are used for, but note they are not limited to this and the possibilities are endless.
The first is personalisation; you can get feedback from users and then use it in real-time to personalise their experience. Relevant experiences convert better, and data being freely offered to you should not be wasted.
The next is feedback; asking multi-step, multi-question, detailed surveys allow you to get to the core of what your users are thinking. You can analyse this after-the-fact, offline, to understand trends among your users.
Real-world examples
The below are examples of previous clients who have used our survey feature and had some excellent results they can implement.
Personalisation
A sports brand utilised a Survey on their homepage to personalise the onward experience of their customers. There was also a goal to reduce their full offering into the following sections:
- Experienced golfer (which means they see premium brands)
- New golfer (beginner equipment and a lower budget)
- Buying a gift – gift options under £100
Having a survey pop-up gives customers the opportunity to tell you what they are looking for, which means you can then tailor their next steps to improve their shopping journey and provide them with a personalised experience.
Feedback
A major high street bank utilised a simple 2 question survey to understand site usage and to ascertain the rates of success that their users had for achieving their intended purpose. It also allowed them to explore the different services they visited for.
This survey identified several friction points in their customer’s journey and formed problem statements for numerous testing hypotheses. Without utilising the survey feature, they would not have learnt about what their customers do and don’t like, or how they could improve.
Wrapping it up
There are even more advanced things you can be doing with surveys, and if you want to learn more about how we feed responses into LocalStorage to use it for real-time personalisation, you can get in touch and speak to one of our developers.
