Our favourite website survey tactic

There are lots of online survey, or Voice of Customer (VoC) tools being used by website to gather in-session feedback from users.

You’ve probably seen them.  Tabs, overlays, widgets appearing asking you score your experience out of 1o.  Or asking if you’ve found everything your looking for.  Whilst these surveys & polls can provide useful insight, they can also provide distraction, and prompt annoyance.

We thought we’d share our favourite use of a in-session survey/poll, targeted to appear after a user has completed a conversion:

#1  Targeted to appear after a user has completed a conversion (substitute the action in the wording here – e.g. replace ‘making an enquiry’ with ‘making a purchase’)

#2  Appearing as an open poll widget (like the image above) 1-2 seconds after completion of the conversion.  The delay in appearance will help get it noticed.

#3  Set a background colour which contrasts with the colour of the body of the page

We love these because they are not intruding on the pre-conversion user experience.  We’ve found that our appearance > completion rates of these post-conversion far exceed any polls or surveys shown elsewhere on websites.

We also find that post-converting users are more responsive to poll widgets, and more open to giving their genuine feedback.

Of course, the feedback here is limited to users who have converted.  But we’ve often found that reasons provided for ‘almost not converting’, often mirror the reasons we’ve obtained from user testing on pre-converting or non-converting users.