Learn from real-time visitors

How to get the most out of on site questionnaires

Lonneke Spinhof

#ConversionDay

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Let’s introduce myself…

Lonneke SpinhofUX Fanatic & Humix founder@HumixBE

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Analytics &Dashboardi

ng

ConversionOptimization

Digital Strategy

User Experience

Search Engine

Optimization

Trainings &Workshops

Collecting online user feedback

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© Humix, for #ConversionDay

Typical feedback needs#1: High drop-off rates

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Typical feedback needs#1: High drop-off rates

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#2: Detailed page feedback

Typical feedback needs#1: High drop-off rates

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#2: Detailed page feedback

#3: What does the user really want

Typical feedback needs#1: High drop-off rates

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#2: Detailed page feedback

#3: What does the user really want

#4: NPS-score, measure user satisfaction

How can you get answers that will help you?

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High drop-off rates• Formulate hypotheses about the causes• Create a survey that pops-up when

leaving the page• Short questionnaire with a list of your

hypotheses and an ‘other’ option to fill out

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Case tbd

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Set-up

Detailed page feedback• Formulate hypotheses• Create a form that pops-up when users

visit a certain page or do a specific action• Ask directly for expectations, what do

you expect here? what is missing?…

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© Humix, for #ConversionDay

What info-items do users want during a soccer match?

What does the user really want

• Top task questionnaires• Discover the top 5% of the tasks, for which

users come to your site• Information needs• Discover what information your visitors are

looking for

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What does the user really want

• Show a form when users enter your site• Ask why they come, what they are

looking for• Open question• Closed question

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Speed vs Background

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Set-up

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12% conversion 5% conversion extra questions

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Top tasks & profile insight

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Optimization self service-pages

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Set up Top-tasks

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Results

7 days, 10% sampling

Times Viewed914

Times Completed446

Conversion49%

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Set-up Expectations

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Results

7 days, 10% sampling

Times Viewed1937

Times Completed243

Conversion13%

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NPS-score• Measure visitor satisfaction• Show when users performed key tasks,

visited key pages, spent a certain amount of time,…• Use a standard NPS-question

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NPS-score

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© Humix, for #ConversionDay

© Humix, for #ConversionDay

Key take aways#1: Asking your users is always a good idea

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Key take aways#1: Asking your users is always a good idea

#2: Determine what you need to know

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Key take aways#1: Asking your users is always a good idea

#2: Determine what you need to know

#3: Keep it short

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Key take aways#1: Asking your users is always a good idea

#2: Determine what you need to know

#3: Keep it short

#4: Choose the right time to ask

© Humix, for #ConversionDay

Key take aways#1: Asking your users is always a good idea

#2: Determine what you need to know

#3: Keep it short

#4: Choose the right time to ask

#5: Spread data collection over a period