5 questions you should be asking your customers

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On-site survey tools provide an easy way to gather targeted, contextual feedback from your customers. Analysis of user feedback is an essential part of understanding motivations and barriers in the decision making processes.

It can be difficult to know when and how to ask the right questions in order to get the best feedback without negatively affecting the user experience. Here are our top 5 questions and tips on how to get the most out of your on-site surveys.

On-site surveys are a great way to gather qualitative feedback from your customers. Available tools include Qualaroo and Hotjar.

On-site surveys are a great way to gather qualitative feedback from your customers. Available tools include Qualaroo and Hotjar.

1. What did you come to < this site > to do today?

Where: On your landing pages

When: After a 3-5 second delay

Why: First impressions are important and that is why your landing pages should have clear value propositions and effective calls to action. Identifying user intentions and motivations will help you make pages more relevant to your users and increase conversion rates at the top of the funnel.

2. Is there any other information you need to make your decision?

Where: Product / pricing pages

When: After scrolling 50% / when the visitor attempts to leave the page

Why: It is important to identify and prioritise the information your users require to make a decision. It can be tempting to hide extra costs or play down parts of your product or service that are missing but this can lead to frustration and abandonment. Asking this question will help you identify the information that your customers need to make a quick, informed decision.

3. What is your biggest concern or fear about using us?

Where: Product / pricing pages

When: After a 3-5 second delay

Why: Studies have found that “…fear influences the cognitive process of decision-making by leading some subjects to focus excessively on catastrophic events.”.  Asking this question will help you identify and alleviate those fears, and reduce the negative ffect they may be having on your conversion rates.

4. What persuaded you to purchase from us today?

Where: Thank you / confirmation page

When: Immediately after purchase. Ideally embedded in the page (try Wufoo forms)

Why: We find that some of our most useful insights come from users who have just completed a purchase. It’s a good time to ask what specifically motivated a user to purchase. Asking this question will help you identify and promote aspects of your service that are most appealing to your customers.

5. Was there anything that almost stopped you buying today?  

Where: Thankyou / confirmation page

When: Immediately after purchase

Why: We find that users are more clear about what would have stopped them purchasing after they have made a purchase. Asking this question can help you identify the most important barriers that are preventing users from converting. Make sure to address these concerns early in the user journey to avoid surprises and reduce periods of uncertainty.

What questions have you asked your customers recently? Have you asked anything that generated valuable insights? Share in the comments below!

Comments (1)

  •  

    By: Simon Berton13 October 2015 at 5:29pm

    Well, thanks for that info :)

    Reply

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