5 Tried-and-Tested Methods To Collect User Feedback With Surveys

Those days are over when companies used website surveys to react to negative feedback from unhappy customers. If you want to stand out as a brand in an increasingly competitive business, you need to go the extra mile in listening to each and every customer. With feedback becoming a new currency, you can’t stand aside….

Those days are over when companies used website surveys to react to negative feedback from unhappy customers. If you want to stand out as a brand in an increasingly competitive business, you need to go the extra mile in listening to each and every customer.

With feedback becoming a new currency, you can’t stand aside. Collecting feedback offers much more than just the knowledge of what your customers disliked and what you can do better. Website surveys can provide you with a way to approach your customers at the right moment and time.

They can help you learn the why behind your customers’ behavior and the reasons for which people choose your products and prefer them to your competitors. With this knowledge, you can better communicate your product advantages and work out a new value proposition. Also, analyzing feedback with website surveys can help identify conversion rate blockers, especially for eCommerce businesses.

Thanks to website surveys, you can learn about new market trends and demand for new features, product types, and understand how your customers’ needs change. This gives you an unprecedented opportunity to tip the market by adjusting your product to your client’s needs better and faster than your competitors.

However, running short rounds of website surveys from time to time is not enough to put yourself in your customers’ boots. Collecting feedback on a regular basis should become a part of your company’s culture. That’s where the feedback loop can help understand this better.

What is a feedback loop and how does it work?

The feedback loop focuses on the consistent collection of feedback and its implementation. This system suggests looking at feedback collection as a process rather than some activity.

That’s what the feedback loop looks like in practice.

Step 1. Ask for feedback – send your survey to a customer

Step 2. Collect feedback in one place – keep it in one tool and categorize for an easy reference in the future

Step 3. Analyze and plan – shape your product’s appearance based on what you’ve learned from customer surveys

Step 4. Implement adjust your product based on what customers said

Step 5. Notify inform your clients of the recent update or improvement in some area of your product. 

Start this process again.

customer feedback loop
Image source: UseResponse

In this article, we want to show you how to navigate the first two steps in the feedback loop. When reading this article, you will learn about the strategy behind organizing a website survey and also discover the tools necessary to execute the process in the right way.

1. Trigger on-page surveys at the right moment

Ask for feedback when your customers are more likely to respond instead of bombarding everyone on your email list. Some brands are still using the ‘spray-and-pray’ technique of sending online surveys – they usually use some newsletter template and send an email campaign to the entire list of subscribers. 

Low response rate, subscribers deleting or sending your email to spam are one of the outcomes for such traditional campaigns. Instead of proceeding with this scenario, you can choose a more targeted way to reach users who are ready to share some feedback. As a result, you would display your survey at the right moment, when a reader is more likely to take action.

Here are some of the triggers you can use to target users more effectively: 

  • landing page URL
  • new vs. returning visitors
  • browser
  • time spent on page
  • clicking a certain link
  • exit intent
  • pages in a session

Also, with tools such as VWO website surveys, you can combine different triggers. For example, you can choose to show a survey to returning web page visitors (condition 1), who viewed at least 3 pages on your website (condition 2). 

Action point. Brainstorm the scenarios for potential triggers you can use and match them with the goal of your survey. For example, if you are aiming to collect feedback on your new web page design, think of what type of customer can provide the most informative feedback. For example, this can be a user who scrolls down the page by at least 80% and stays on the page for at least 1 minute.

2. Conduct NPS surveys on your website

Asking for feedback in customer surveys at the wrong time and place is one of the reasons why you get almost no data to analyze while ending up with a low number of survey responses. When opening your NPS survey your clients can be busy, at work, or simply not receptive to emails, text messages, or calls.

NPS surveys are crucial for understanding how satisfied your clients are with your service and help identify the red flags for the customers who are about to churn. With this survey, you can also get feedback on what you can improve to serve customers better. 

Displaying your NPS survey on the website is one of many ways you can use customer surveys. Check out what an NPS survey can look like when embedded on your website.

vwo on-page surveys

You can trigger such surveys on the client portal, the place that only customers can access. Also, you can define when the survey should be displayed. For example, an Internet provider could show an NPS survey right after a user prolongs a subscription or pays a monthly bill through a client portal.
Action point. Check out these steps to create a survey and brainstorm the option on where you should be placing the survey once it is ready (think of specific pages that you can use as triggers).

3. Use single line text box in a website survey

In some situations, it is not sufficient to collect predefined responses from your website visitors or clients. Sometimes, a problem is too complex and you would want your customers to be honest with what doesn’t work with your business. Take customer support as an example. 

After your support agents have answered a customer’s question, there are a few ways you can proceed further. You can create a survey asking to rate a customer support agent and answer “Was it helpful?”

However, this response doesn’t give you a lot of context on your client’s perception of the customer support department. That’s why you can add an additional question for users who were not satisfied with the support using the single line text box in the website survey.

Later, by collecting and sharing this more in-depth feedback with your agents, you will be able to develop more proactive customer support. That’s because your customer support will be working more on dealing with challenges customers face and offering a better service even before a problem appears.

Here is an example of this survey question type.

survey
Image source: Twitter

4. Use QR codes in a thank-you message

Have you ever been invited for an online survey in exchange for getting an Amazon card? If you have ever taken up this challenge, you would most likely do it for the sake of getting some gifts, not because you were that interested in sharing your feedback. If you haven’t, then the incentive was not strong enough. 

In both cases, offering an incentive before a user fills out a survey is a bad idea. Users who participate in paid or incentivized surveys and are told to receive a gift after completion usually do their best to help and that doesn’t always mean being honest.

Instead of offering a gift in the beginning of the survey, make it a surprise for an engaged user who doesn’t need a present to share some feedback. Once they have invested some time in helping you improve your product, as a matter of gratitude you can offer some small discount, a promo code, or something else that your users would appreciate.

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For example, you can use a QR code generator to create a QR code which you can embed as an image in the thank-you screen of your website survey. So why not just paste a link leading to their reward? With a QR code, your coupon is automatically added to the checkout making it easier for a customer to redeem it.

QR Generator
Image source: QR Code Generator

In addition, with QR codes you can track what users are taking actions as it offers more advanced analytics.

5. Incentivize your partners to use website surveys

For some businesses, a company website is only one of many places to sell products. Brands that rely heavily on affiliate partners distribute their goods through a network of other websites. 

Often, this model of selling products also means losing control over how your brand is communicated and how products are delivered to an end customer. However, this doesn’t mean you have to ignore positive affiliate marketing trends and shift away from this marketing channel.

There is a way how website surveys can help you regain control when working with affiliate partners. So how can you convince your partners to make website surveys and collect feedback?

To involve other parties who are distributing your products, you need to create a solid incentive. That’s because implementing your survey can take up your partners’ and affiliates’ time they would otherwise dedicate to growing sales. 

They might not realize that getting their audience feedback has a direct impact on the sales volume and revenue and that’s what you need to communicate to them more often.

There are few things you affiliate partners can ask their website visitors. 

  • How clearly does your affiliate partner communicate your product?
  • Why is your product not attractive enough for people to buy?
  • Are there any issues with how the website functions (usability issues, speed)? 

Working closely with your partners doesn’t stop there. You should also consider checking how attractive your affiliate and partnership program is as well. By directing a survey to your partners (not clients), you can learn what blocks them from selling more of your products and work towards making your program more attractive.

Also, based on what answers your partners provide, you can prepare automated and personalized reports which would provide them with guidance on selling more.

Here are some questions you can consider asking your partners.

  1. Which marketing materials were most useful?
  2. How easy were marketing materials to find? 
  3. Are there any other marketing materials you would be interested in using?
Survey
Image source: Tapfiliate

Conclusion

Collecting feedback should not be a one-off activity, but an ongoing practice in your company. If you want to make your website surveys efficient and get more information from your customers, you need to be strategic in targeting, timing, and content of your surveys. 

Choosing the right tool for surveys is also crucial for your success. Consider choosing the one that gives you more options on targeting and embedding your surveys on the website – that will make achieving your goals with website surveys much easier.

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How One Simple Strategy Changed the Candy Industry

A century ago, Edward Noble sold billions of Life Savers in a few years with a different approach to marketing mints.
The post How One Simple Strategy Changed the Candy Industry appeared first on Neuromarketing.

pep-o-mint mobile

A century ago, Edward Noble sold billions of Life Savers in a few years with a different approach to marketing mints.

The post How One Simple Strategy Changed the Candy Industry appeared first on Neuromarketing.

When Lead Generation Trumps Helping Customers | #FrictionHunter

Turning a chat request into a lead generation process adds friction and annoys customers.
The post When Lead Generation Trumps Helping Customers | #FrictionHunter appeared first on Neuromarketing.

Frustrating customer experience #CX

Turning a chat request into a lead generation process adds friction and annoys customers.

The post When Lead Generation Trumps Helping Customers | #FrictionHunter appeared first on Neuromarketing.

Free Guide: How to Strategize & Execute Profitable Personalization Campaigns

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization. Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence […]

The post Free Guide: How to Strategize & Execute Profitable Personalization Campaigns appeared first on Brooks Bell.

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.

Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.

As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.

If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.

And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy

Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:

  • Major considerations and things to keep in mind when developing your personalization strategy.
  • More than 30 data-driven questions about your customers to identify campaign opportunities.
  • A template for organizing and planning your personalization campaigns.
  • Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.

Free Download: Plan & Launch Profitable Personalization Campaigns.

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Who’s Hiring in December?

Here are our picks: Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.” Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented […]

The post Who’s Hiring in December? appeared first on Brooks Bell.

Here are our picks:

Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.”

Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented and enthusiastic software engineer to join the Hearthstone team” in Irvine, California to improve testing, building and developing Hearthstone through software automation.

Conversion Optimization Specialist – Vivint Smart Home is looking for an “action-oriented thought leader to partner with the digital marketing channel manager to optimize ad creative, product lifts in on-page response rates and improve conversion rates for Vivint’s digital marketing portfolio.” in Provo, Utah.

Head Of Customer Marketing – Kabbage is “looking for an extremely analytical, results-oriented leader to join their data science team in Atlanta with a passion for growing customer relationships and increasing the value of customer marketing.”

Associate Director of Experimentation – Marketing Analytics – Join Walmart in San Bruno, California and “help the World’s largest omni-channel retailer develop, promote and lead execution of a rigorous testing and experimentation roadmap.”

Senior Product Manager, Data & Analytics – In New York, HBO is “looking for someone who has a proven track record of leading teams to identify unique market and consumer requirements, with experience in digital products portfolio management.”

Digital Product Manager – Cole Haan is looking for a manager in New York to “own the front-end digital site experience on ColeHaan.com and drive the overall user experience, optimization efforts and road map.”

UX Manager (E-Commerce) – iHerb is looking for a UI/UX Manager in Orange County, California to “enhance iHerb’s customer experience on their industry-leading, global e-commerce site through design and maintenance.”

Senior Manager, UX Planning & Insights – Join Leapfrog Online’s Strategy & Insights team in Evanston, Illinois and “help lead the strategy and cross-channel, digital user experience planning for Leapfrog clients.

Senior, UX Development – Fidelity Investments is looking for a web developer in Durham, North Carolina to join the User Experience Design team.  This role will be “supporting the Health Care Group’s digital employee and employer platforms, which customers and plan sponsors use to manage their health and welfare benefits.”

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

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New Features in Illuminate: Impact Analysis, Enhanced Filters, Updated Dashboard & More

Since we launched Illuminate back in May, our team has been working around the clock to develop even more features to help optimization teams better organize experiments, report performance and maximize impact. Today, we’re excited to share a few of these with you. What’s new in Illuminate? Show impact and determine priority Use our new Impact […]

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Since we launched Illuminate back in May, our team has been working around the clock to develop even more features to help optimization teams better organize experiments, report performance and maximize impact. Today, we’re excited to share a few of these with you.

What’s new in Illuminate?

Show impact and determine priority

Use our new Impact Analysis to show the overall impact of your tests by page type and identify where you should be focusing your testing efforts.

Sort and filter by what matters most

Filter your tests by 15 attributes including target audience, page type, start and end date, KPIs, revenue impact and more. Not seeing what you need? Add your own using our new custom tagging feature.

Keep sight of the bigger picture

Our new dashboard view enables you to view your program’s overall performance or view performance by a specific team or line of business.

+ a new tiled layout

If you love a good masonry layout (á la Pinterest), then you’re going to love our updated experiment view. Easily switch between a basic list of your experiments or a super slick-looking tiled layout.

Many of these features were developed in response to feedback from our beta users, bringing more of Brooks Bell’s advanced experimentation methodologies directly into the software.

“With Illuminate, you’re not just getting another test repository,” said Suzi Tripp, Senior Director of Innovative Solutions at Brooks Bell. “You’re getting 15 years of experimentation expertise and proven frameworks to help you do more, and do it better.”

Interested in learning more about illuminate? Learn more on our website or schedule a demo using the form below.

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Built to Wow: An Introduction to Launching Personalization At Your Company

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences. […]

The post Built to Wow: An Introduction to Launching Personalization At Your Company appeared first on Brooks Bell.

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences.

For years, this vision has been a pipedream among marketers, product managers and customer experience professionals. Many clients come to us wanting to “do personalization” but face significant challenges in doing so.

Part of this is due to the fact that “personalization” is so ill-defined.

At Brooks Bell, we define personalization as any experience that is delivered to a user based on known data about that person. By that definition, personalization exists on a spectrum: it can be one-to-few, one-to-many, or one-to-one. In the digital environment, product recommendations, customized search results and even segmented experiences are all considered examples of personalization.

But while many companies are already implementing these experiences, there’s still an overwhelming sense that many brands have yet to arrive in terms of personalization.


Got a bunch of burning questions about personalization? Submit them using the form below.

We’ll use this information to make sure we cover these topics in our upcoming posts.


A 2018 study of 300 marketers by Evergage and Researchscape International found that 98% of respondents believe personalization helps advance customer relationships, but only 12% were “very” or “extremely” satisfied with the level of personalization in their marketing efforts.

This is because (not unlike experimentation) personalization is a business strategy that should evolve in order to deliver long-term value. And while it’s true that many brands already have the ability to do personalization, they’ve also found that elevating and scaling a personalization program is difficult, costly and, frankly, can feel pretty darn impossible.

So, how to do this? In addition to the fundamentals for a standard optimization program, there are three critical working components that need to be established for personalization:

  • Technology: you need top-notch tools to centralize user profiles and deliver personalized experiences;
  • Data: personalization requires a clean, unified view of relevant customer attributes, and
  • Strategy: you need research and planning to purposefully and effectively launch, scale and benefit from personalization.

In the coming weeks, we’re going to break down personalization further by each of these components. We’ll outline the best practices, advice, strategies and tips to go from scrappy to smart when it comes to introducing and scaling personalization at your organization.

Struggling to execute a scalable personalization strategy? We can help. Contact us to schedule a free 30-minute consultation.

The post Built to Wow: An Introduction to Launching Personalization At Your Company appeared first on Brooks Bell.

What are your website visitors doing?

Chances are that you’re tracking your website visitors en masse. You’re probably tracking acquisition sites, tallying up conversions and working to optimize your pages for the best success. But with all of that quantitative research, do you know about each individual user’s journey, and where they are struggling on your site? If not, you should […]

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Chances are that you’re tracking your website visitors en masse. You’re probably tracking acquisition sites, tallying up conversions and working to optimize your pages for the best success. But with all of that quantitative research, do you know about each individual user’s journey, and where they are struggling on your site? If not, you should check out one of our partners: SessionCam.

Jonathan Hildebrand, Brooks Bell’s Sr. Director of UX & Design, spoke at SessionCam’s user conference last week in Chicago. If you’re unfamiliar with SessionCam, the company began with a mission of building the best session replay solution on the market.  Over time the solution has grown into a fully-fledged behavioral analytics solution including heatmaps, conversion funnels, form analytics and more.

We’ve been blown away by the machine learning algorithms which identify signs of customer struggle and frustration on a website.  We sat down with Jonathan to ask him for a couple takeaways from the event.

As a UX expert, what do you appreciate most about SessionCam?

Where SessionCam really shines is in the qualitative data it provides, which can uncover major hurdles on your site in ways that quantitative data could never reveal. SessionCam’s recordings allow customers to watch a complete play-by-play of a visitor’s experience on the site, whether it’s through a mobile device or desktop.

What about specific to testing?

From a testing perspective, SessionCam can be great for post-test analysis since it allows you to watch videos from the live test experiences. The Customer Struggle Score is also a great way to understand where problems are occurring.

Any interesting case studies?

Definitely. One that comes to mind is a retailer that has a buy online, pick up in store (BOPUS) program. They were using SessionCam to uncover the source of order mistakes. When there was an error at pickup, they would go back and watch that customer’s online session to see if a problem occurred during the online order process and determine if there were any improvements they could make.

And you only need to check out their website to see the kind of value that SessionCam has added to many of the world’s leading brands.

If you’re interested in finding out more about SessionCam, give us a shout.

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