You probably know that getting customer feedback is integral to your business’s conversion rate and funnel optimization.
But do you know why?
The answer is that it provides (arguably) the most effective opportunity to refine everything from your product/service offerings to your website content for a maximum customer engagement, which in turn, drives conversions and sales. Although there are a variety of ways to gather feedback from customers, surveys in particular are valuable due to the depth of data and information they can gather.
With that said, you do need to be methodical in your approach to avoid turning off customer or coming across as overly intrusive. There’s a nearly endless array of questions you could include in a feedback survey to increase your conversion rate. In particular, measuring customer satisfaction and preferences is incredibly useful in determining what is and what isn’t proving to be effective.
If done right, customer feedback surveys can increase customer engagement and conversion rate by helping you:
- Track customer sentiments over time, in regards to products, services and even market trends
- Refine your product and service offerings to suit customer preferences
- Investing resources in product features that your customers value the most
Conversion rate optimization allows you to take advantage of the traffic that your site already has by fine tuning the content, visuals and flow to improve usability and engagement. In essence, CRO is an underutilized technique that delivers payoffs that are more cost-effective than several traffic generation techniques. Analytics, metrics and direct customer feedback are some of the tools that conversion rate optimization professionals use.
So how exactly do feedback surveys increase conversion rate?
In this post, I’ll take a closer look at 10 ways customer feedback surveys increase conversion rates.
Gathering Voice of the Customer (VOC) Feedback
Voice of the customer (VOC) feedback, is gathered through channels like email and on-site surveys. There are many third party services that facilitate a seamless process to send and receive customer feedback. What separates these types of surveys from other forms is their ability to be easily aggregated and evaluated. Before collecting VOC feedback to increase your conversion rate you must first have clear cut goals in mind. Are you trying to determine what’s causing high bounce rates on a particular page? Trying to diagnose common patterns that are decreasing overall conversions? Once you’ve clearly defined your goals, you can then move on to targeting. In all cases, tailored traffic results in higher conversions. Customer feedback surveys increase conversion rate by providing you with the information to be more relevant to the traffic coming in.
1. Fine Tune Pages with High Exit & Bounce Rates
More often than not, the under-optimized pages on your site are those that experience the highest exit and bounce rates.
Exit rate (unique to each page) is the percent of individuals who leave after browsing the page. This is an indication that your page is not holding the attention of visitors due to a lack of specific information or it’s a dead end .
Bounce rate is the percentage of visitors who land on one of your web pages and then leave without clicking to anywhere else on your website — in other words, single-page visitors.
What’s considered a bounce?
This could be a variety of actions like hitting a back button, closing the browser or tab, clicking on an external link, a page timed out, etc.
Initially, you want to focus on the bounce rates for three pages in particular:
- Call-to-Action Pages: Which pages are you driving traffic towards? Which pages are conversion-centric?
- Pages receiving paid leads/traffic: Focus on the landing pages that you send paid traffic towards.
- Pages that receive high traffic: Gear your efforts towards pages that receive a large portion of the overall traffic.
Feedback surveys increase conversion rate by giving you an indication of why certain actions are being taken, resulting in high bounce or exit rates.
2. Better Identify Market Trends
Many companies distribute feedback surveys in order to identify market trends. In other words, what products or services are visitors most interested in on your site? Detecting these evolving trends before they impact your conversion rate (or before the competition capitalizes on it) is the best case scenario. If you had a standard retail establishment, you’d be able to ask customers face-to-face, but with online businesses you have to find alternative channels for seeking this feedback in order to optimize the user’s experience.
3. Unlock Insights to Improve Marketing Strategies
Feedback surveys offer a multitude of benefits and one very distinct advantage is the ability to unlock insights to improve current marketing strategies. Moz, one of the largest online marketing software companies, increased their revenue by $1 million by implementing a few key changes–many of which were derived from customer feedback surveys. Moz clearly demonstrates how feedback surveys increase conversion rate. In summary, they asked paying members, non-paying members, and customers who cancelled a variety of service related questions. From that pool of insights, they then conducted split tests to see how the customers insights affect performance and conversions.
4. Surpass Quantitative Measures and Analytics
There are a trove of analytics tools and gadgets you can use to track visitor engagement with your site but all-too-often they only provide quantitative measures. This data is valuable for measuring data and watching trends develop over time, but they don’t necessarily provide insights as to why users are carrying out certain actions. The “why” is central to optimizing your site and learning where there may be opportunities for improvement.
When it comes to creating a customer feedback survey to increase conversion rates, the majority of the questions should be open-ended. What this does is stimulates meaningful thought with the customer and makes them really evaluate the product or service in question. This tactic often provides greater insights than just rating scales or multiple choice questions because it expands the field of possible responses.
5. Receive Valuable Insights Instantly
Unlike other analytics data, when you implement a third-party survey system on your site or reach out to customer for comments, you receive valuable information almost instantly without needing to wait any for data to accumulate before conducting an analysis.
What’s more, positive customer feedback can be used in promotional material and other marketing materials (with prior consent).
6. Integration with Other Analytics Tools
Newer customer feedback systems facilitate the integration with data collection tools like Google Analytics. When coupled together, these insights provide a comprehensive picture on everything from your customers likes and dislikes to tracking your business’s online presence.
7. Create Opportunities for Public Feedback and Reviews
Feedback surveys are not by any means the only way to boost your conversion rate. Other forms of feedback like specific product reviews facilitate the buying process for prospective clients. Figleaves.com, for instance, leveraged customer ratings and product reviews so effectively that they were able to increase conversions by 12.5%. The company found that products with twenty or more reviews had an 83.85 higher conversion rate than those with none. While it’s true that feedback surveys increase conversion rate it’s not the only form of feedback that is valuable. Customer ratings and product reviews also instill a sense of trust and credibility.
8. Give Customers a Voice
Requesting feedback from customers not only fosters a two-way channel of dialogue but makes the customer feel like their voice matters. This, in turn, contributes to the perception customers have of the organization and its ethos. Taking it even one step further, personally responding to customer feedback either with a note of appreciation or concrete changes (if the feedback was negative) can shift the entire customer-business rapport. The bottom line is that all of these contributions and feedback surveys increase conversion rate in the end.
Direct feedback surpasses many other qualitative measures, as Steven Macdonald, advisor for KingsPoint agency in Norway learned. Using Qualaroo as well as a few other analytics tools, he was able to collect customer feedback that alerted him of site-wide issues, expired promotions, and other conversion impediments. Macdonald credits the feedback tool for resolving many of the site’s issues which were hampering conversions and profits. Feedback surveys increase conversion rate by allowing your audience to give constructive input that may be crucial to the operations of your site.
9. Target Visitors Based on Different Criteria
Depending on which feedback survey option your implement, you can target different segments of your audience to garner insights. For example, you can zero in on visitors who engage in a specific action, like those attempting to exit a page.
Sunshine.co.uk, a well-known travel agency, saw a significant rise in profits by implementing changes based on a customer survey. Working with Conversion Rate Experts, Sunshine.co.uk utilized a combination of customer feedback surveys, usability tests, and qualitative analytics to revamp their marketing efforts. The end result? £14 million more in profits which highlights how customer feedback surveys increase conversion rate.
10. Create or Study User Personas
If you don’t research your visitors, how can you effectively implement changes that result in conversions? The answer is you can’t. Before you can set objectives, you must have a comprehensive understanding of your users and the needs of that community. Learning what’s important to them, how to better their experience and refine your offerings to satisfy them completely is one of the first steps. Delivering feedback surveys with these points in mind can help you better gauge your community and learn about their preferences, motivations and behaviors. From there, you have the ability to mold your website experience to best guide your user personas. Feedback surveys increase conversion rate by revealing information about your buyer personas that you wouldn’t normally know.
The Takeaway: Feedback Surveys Increase Conversion Rate
Your visitors’ needs should be central to each component of your website–from offerings to design. Customer feedback surveys are a foremost way to tap into their opinions and experience. If done effectively, feedback surveys increase customer engagement and conversion rate as the aforementioned examples demonstrate.
Can you think of any other ways customer feedback surveys can increase conversion rate? Drop us a comment below!