How to get the most out of on site questionnaires

Learn from real-time visitors

How to get the most out of on site questionnaires

Lonneke Spinhof

#ConversionDay

© Humix, for #ConversionDay

Let’s introduce myself…

Lonneke SpinhofUX Fanatic & Humix founder@HumixBE


Analytics &Dashboardi

ng

ConversionOptimization

Digital Strategy

User Experience

Search Engine

Optimization

Trainings &Workshops

Collecting online user feedback


Typical feedback needs#1: High drop-off rates




#2: Detailed page feedback




#3: What does the user really want




#3: What does the user really want

#4: NPS-score, measure user satisfaction

How can you get answers that will help you?


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


Case tbd


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?…



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


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


Speed vs Background


Set-up


12% conversion 5% conversion extra questions


Top tasks & profile insight


Optimization self service-pages


Set up Top-tasks


Results

7 days, 10% sampling

Times Viewed914

Times Completed446

Conversion49%


Set-up Expectations


Results

7 days, 10% sampling

Times Viewed1937

Times Completed243

Conversion13%


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


NPS-score



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



#2: Determine what you need to know




#3: Keep it short




#3: Keep it short

#4: Choose the right time to ask




#3: Keep it short

#4: Choose the right time to ask

#5: Spread data collection over a period

How to get the most out of on site questionnaires

Marketing

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