Business benefits
Define the primary action you want users to take on your website, and that you want to explore.
For example, you might want to understand the customer’s fears, uncertainties, and doubts related to becoming a buyer, checking out a cart, or signing up for a free trial.
Determining the exact action allows you to better focus on both the question and placement of the poll.
Construct an explicit or implicit question about the desired action.
Examples of explicit questions:
- Is there anything holding you back from [action]?
- Is there anything that might prevent you from [action]?
- What almost prevented you from [action]?
Examples of implicit or more passive questions:
- How well do you understand the benefits of [action]?
- Are there any questions you’re not finding the answers to?
Find the best placement for the question based on which page your audience should take your desired action.
For example, an exit poll on your free trial landing page can help you figure out why users leave the page without signing up.
Trigger the question based on a specific audience and event for which you want to analyze user anxieties.
For example, set a trigger based on people browsing from a specific country or using a desktop computer.
The trigger event is most commonly exit intent on a desktop PC or a timer that’s set just above the average time on page for mobile users.
Create a scope document that outlines the goal, targeting, trigger event, questions you’ll ask, and the response limit that will trigger the closure of the poll.
For example, set the response limit at 300 open ended responses to achieve a 95% confidence interval for your research results.
Use the scope document to gather internal buy in before launching the poll, and keep its execution consistent.
Compare survey results to customer support chat logs and post-purchase surveys to find common trends and continuously capture customer anxieties.
Last edited by @hesh_fekry 2023-11-14T10:08:48Z