How to obtain the highest quality feedback
It’s not enough to simply survey your site visitors. In order to obtain the highest quality feedback, you will need a strategy and this video will give you the tools you need to make the most out of your subscription with Qualaroo. Before you even create your first survey, you need to identify what your goal is. [mks_pullquote align=”right” width=”300″ size=”24″ bg_color=”#2c5593″ txt_color=”#ffffff”]Before you even create your first survey, you need to identify what your goal is.[/mks_pullquote]
The easiest place to start is to think through which of the areas in your visitor experience are still a mystery to you.
Are you unclear about who your highest converting visitor is?
Do you have a high rate of people abandoning their shopping carts with product in them?
Are you looking to uncover why certain landing pages have such a high bounce rate or maybe you just need to know your NPS score and want to understand why people give you the rating that they do?
Once you determine your goal, you can start thinking about which questions to ask and what areas to focus on. Typically after I’ve identified the areas I want to focus on, I will start thinking through the different ways to ask questions related to that area.
During this process, try not to think too much about getting the question right. It can be more helpful later on to have this list just in the event that you need to iterate on how to rephrase your question.
A really great resource to look over at this point would be our list of recommended questions within our help center. These questions came from highly successful surveys running Qualaroo as well as recommendations made by industry leaders. You can copy these questions word for word or you can just use them as inspiration for your surveys.
The Secret is Knowing Who to Target… and How
Once you have these ideas listed out, it’s time to work on step number two. Qualaroo is great at collecting insights that are spontaneous and in the moment. The highest quality feedback and best response rates come from questions that pop up for the right person at the right time.[mks_pullquote align=”right” width=”300″ size=”24″ bg_color=”#2c5593″ txt_color=”#ffffff”]The highest quality feedback and best response rates come from questions that pop up for the right person at the right time.[/mks_pullquote]
It’s incredibly rare that you will ever want to target 100 percent of all of your site visitors. So first look at the questions you want to ask and then think about the best areas of the visitor experience to ask your question.
Here’s an example of a SaaS business with a pricing page. Our goal is to convert more people who visit this page into starting a trial. So a good place to start would be to target visitors who are about to leave this page without signing up.
Generally, if you have a visitor type that you’re using an exit survey with, like in this example, I really like to complement those exit surveys by asking the people who did just sign up for a trial. This way I get a clear picture of what detracts people who are about to leave and attracts people who decide to sign up.
Another popular on the use case is those who use Qualaroo for voice of the customer and our NPS survey is a great tool for that. When it comes to the NPS question, you want to make sure that you’re targeting a group that has had enough time to form an opinion about your brand.
For this case, I like to only target those who come directly to my site and those who are returning visitors. For a comprehensive look at all of our targeting options, please watch our tutorial.
Oftentimes we humans can make things overly complicated when they need not be. When it comes to surveying visitors with Qualaroo, this can hinder us from obtaining the information that we really want. Simplicity should be a key goal in your survey design and unnecessary complexity should be avoided.
Short and Concise Questions Get The Highest Response Rate
Let’s go over a couple of key examples. First and foremost, be short and concise with your questions. You want to avoid unnecessary question descriptions and unneeded verbiage especially in the first question screen someone sees.
Remember, you want people to respond almost as a kneejerk reaction. So the more you give them to read and think about, the less likely they are to respond.[mks_pullquote align=”right” width=”300″ size=”24″ bg_color=”#2c5593″ txt_color=”#ffffff”]So the more you give them to read and think about, the less likely they are to respond.[/mks_pullquote]
In addition to being short with your question, refrain from asking too many questions in a single survey. This particular point is what sets Qualaroo apart from traditional surveying tools.
While five questions may not sound like a lot, most visitors will only respond to one question and potentially one follow-up question. Remember, always put yourself in the visitor’s shoes and remind yourself that you’re interrupting an action that they’re taking or something that they’re reading in order to ask your question.
If there are more questions that you would like to ask that particular group, just focus on collecting the information from one question first. Then after you’ve collected that feedback, you can create a new survey with another question.
The text-based answer type is a powerful tool when it comes to learning more about why your visitors do the things that they do, but it can be difficult to get people to engage with it if it’s the first thing that they see.
If you must use a write-in, the best strategy is to target the page your customers see after they’ve completed a conversion action. This group in general will give you the best response rate and the highest quality of responses because they’ve already engaged with your brand. An example is the order confirmation page someone sees after they’ve completed their purchase or have started a trial.
When it comes to targeting other areas in your funnel, the best way to get visitors to engage with the survey is by asking some sort of prequalifying question before they see the write-in.
For instance if you want to find out the purpose of someone’s visit, you can start by asking, “Did you find what you were looking for?” and have yes or no as the answer options.
Then have the follow-up question ask what they came to the site to do. The data that you collect with Qualaroo is considered qualitative data. So it’s helpful to tie it with your analytics tools to gain a quantitative perspective.
These options add another level of reporting that we don’t offer in our own dashboard and absolutely no setup is required. Just turn this on by clicking on the site settings button within your dashboard. You will then see this survey data directly within your analytics tools.
Bear in mind that these options are only available on Professional and Enterprise. If you’re not in a plan that supports the integration, shoot us an email at firstname.lastname@example.org.
Your response rate is a really good metric to look at when you’re trying to decide how successful your survey is but it’s also important to consider the quality of the responses that you’re getting.
If you’re not satisfied with either, then it’s time to take a new approach on how your question is phrased and who it’s targeted to.
With our cloning tool, we make it very easy to copy the original survey so you can change both the content and how it’s targeted. We recommend using the cloning method as a way to keep the responses from each iteration separate. This can be very important especially if you plan to remove questions or change answer options, since editing an existing survey in this manner once it started receiving responses can result in lost or confusing data and no one wants that.
Beware of Survey Fatigue…
Survey fatigue is a very real issue. The best way to make sure your site visitors don’t experience it is to be smart about running too many surveys at once. The best way to address this is to make sure you never have more than one active survey at any given time especially if there’s a good chance most of your site visitors will see it.
Another method would be to make sure that all of your surveys focus on very specific groups of visitors with little chance of them overlapping such as an exit survey targeted only at your shopping cart and another survey that’s targeted only at the order confirmation page.
If you’re on our Professional or Enterprise plan, we also allow you to tie your surveys to optimize the experiments and their variations. This can be a great way to segment visitors from seeing too many surveys.
This final tip is the most important of all. The only thing worse than surveying your visitors is to survey them and do absolutely nothing with the information you collect.
Remember the goal that you set before you ever created your first survey? Have that project queued up and ready once you’ve collected a sufficient amount of responses. We make it easy to go through all the data within our reporting interface but we also give you the ability to export your responses to CSV for further analysis.
If you’re on our Professional or Enterprise plan, you can also utilize the data visualization tool Statwing.
Now that you have the tools you need to get started with Qualaroo, take a look at some of our survey recipes. You can run these exactly as they are or just use them as inspiration for your own projects.
This video is meant to be a general guide. So if you have an idea for a survey that doesn’t quite fit the model we’ve discussed, you’re always welcome to reach out to our success team for advice. We can be reached at email@example.com. Thanks and happy surveying.[End of transcript]