Something you may have noticed on the receipt after a purchase is either instructions to go to a website for a survey or a survey printed on the back. This survey is an important tool for a business. It allows the company to collect data from their customers and clients to learn what they think of the business and what can be improved.
Surveys also help with gaining insights that were once thought impossible to obtain. But, data and insight are two different things. The data can tell you how long they’ve been there or what stage of checkout they are at, but surveys are more handy because it reveals the thoughts of the customer.
Now, there are different ways to approach using surveys to increase conversions. One of the best ways to get a customer’s thoughts is simply asking why they have not converted yet. Their answers can lead to changes in the business for the better.
A business wants to use surveys to increase conversion. To keep the customers there. Conversion surveys are great because they can be done at any point of the process between consumer and provider.
Now, below are three easy steps to help your business use conversion surveys to the best of its ability.
Surveys Lead to Customers
At your business, you often get the contact information from your customer. You then use surveys to get them to stay with you. Forever preferably.
While not everyone is interested in a survey, those who are will be seen as interested because they take the time to do the survey. It can be done on the company website or by email.
A conversion survey should assist in locating a potential consumer with questions relating to finance and interests. Point out that you will give them a better, more personal experience should they do business with you.
Another way for the surveys to get out there is to use phones. There can be an advantage to setting up a relationship with a call center and having them conduct the surveys then.
What the Customer Doesn’t Like
By this point, conversion surveys are sent out. You are listening to your customers and employees, and are finding more leads every day. But, why are they not joining you?
A conversion survey needs to ask what customers do not like about their shopping experience and how to fix it. It should be related to everything about the business. This can include:
- The employees
- Website Layout
- Product or Service Quality
Surveys can also inform you if the products or services that you have are not in the market. Sometimes, an area does not need a certain item. For an example, a coastal town probably is not interested in farming equipment and rural areas probably have no need for a surfboard rental.
The point is that surveys can help with what the market trends are in the area or the community.
Make the Customers Happy
You have sent out the conversion surveys and with luck, you snag some! But, despite retaining some customers, you also need to continue to bring in customers. That’s because keeping them there is a whole lot cheaper than starting new.
But churn rate is always inevitable. So, on the survey, ask what can be done to improve the experience so that they keep on coming back. With the number of interactions and checkpoints the customer goes through, they should be able to explain what kind of issues they have.
Another great way for conversion surveys to succeed is asking if the customer would recommend you. In the surveys, mention your happy customers, that can cause a chain reaction to having even more customers come to join.
A Few Tips
While no grand book of rules on conversion surveys exists, there are ways to make them successful. Here are some of those tips:
- Make the survey short and easy and to the point. Ensure that the survey takes around 2 minutes. Remember, they are the ones volunteering to help you with your business. So don’t throw them a book of questions.
- The design of the survey is also important. Customers tend to ignore open-ended questions. The best case is using multiple choice. That way, they have options and get through the survey faster.
- Ensure that the questions are necessary and get the job done.
- Take the survey yourself to make sure that it is easy to comprehend.
Conclusion
Using surveys to increase conversions is important for a business to keep thriving. With the assistance of customers, you can be aware of things that might need fixing. It can also, of course, retain customers which is what you want in the end.
Surveys make the experience better for the consumer and it makes them feel wanted and special. And who doesn’t want to feel that way?
