To optimise your conversion rate, the very first step is to identify the areas of friction and leakage within your conversion funnel, and the best way to know is by hearing it straight from the users. Survey Analytic for E-commerce can help you learn how your users perceive your website and what can be done to make the user experience better. But if survey analytics not optimised, can potentially disrupt user flow, damaging the user experience on your website.
We’ve put together ten quick tips about survey analytics for Ecommerce that can help you generate actionable insights.
1. Know Your End Goals
It is imperative that you define an end goal for survey analytics for your ecommerce website which can be anything from reducing bounce rate, minimising cart abandonment, improving time spent on page, to increasing subscription rate. By having a goal set, you will be able to frame your questionnaire individually. However, avoid having generic end goals that won’t give you much to work on.
2. Minimize the Number of Survey Questions
Since users don’t get anything in return by completing e-commerce surveys, most users don’t have the motivation to finish them. And you’ve to minimise the number of questions in your survey as a long survey never helps.
Instead of multiple questions enquiring user satisfaction and brand loyalty, find if a single question can provide you answers you are looking for. Let your users know how long is the survey and mention average time or some questions the survey has.
3. Choose Relevant Question Types
In survey analytics for your ecommerce site, choose questions where your users can select answers in the form of text, checkboxes, radio buttons, rating scales, etc.
Close-ended questions yield a much higher response rate compared to open-ended questions as they require minimum effort from users as you are providing predefined responses. Using close-ended questions is a good practice as the data collected can be analysed quantitatively, often giving straightforward insights.
Open-ended questions, on the other hand, can bring out information otherwise missing with close-ended questions and that you might have overlooked. You can offer users open-ended questions when you can’t think of any concrete idea for the optimisation of your ecommerce site.
Based on the responses, survey analytics can help you understand what changes were suggested most frequently based on the keywords users used most often in their suggestions.
4. Start With Questions Demanding Small Engagement
Ask questions which are simple, and users can readily answer to begin as once they respond to a question, it means they’ve committed to your survey which gives you a good chance that they will complete your survey.
Try questions with a yes/no answer as they require very less amount of commitment and also, will get your users into the survey funnel.
5. Use Separate Surveys for Various Funnel Stages
Survey Analytics need to deliver some context to users from the web page they are on; you can’t put one survey across all of your web pages. You need to be coherent with the pages on which the survey is being displayed to avoid you intrusiveness to the user experience on the page and hurt your conversion rate further.
6. Apply Segmentation To Reveal Niche Insights
Along with creating separate survey questions for different web pages, you would need to identify independent audience groups for each survey. Segment your traffic based on the survey you are displaying. Suppose, you want to target only mobile users then segment your traffic excluding desktop.
7. Understand the Minimum Number of Acknowledgments You Need
Survey analytics for your ecommerce website will give you more accurate results, with the larger the number of responses. You can know the number of responses that will be truly representative of your population with few data points.
- Population Size: In case of ecommerce analytics, your population would be the total traffic to only those pages you want to run a survey on.
- Margin of Error: It can’t be assured that you will get responses from every person of your population, hence decide a margin of error you are comfortable with while calculating the results.
- Confidence Level: Based on how confident you want to be with your survey results, you can base your decisions.
8. Make Use of Survey Triggers Gaily
You can display your survey based on user interactions with your website and not just based on how and from where users are landing on your site. There are multiple trigger conditions like session duration of users, exit intent, scroll depth, or custom conversion goals using which you can define terms that should trigger your survey.
9. Optimise the Design and Placement of Your Survey
Ensure that your survey is going with the flow of your website. Maintain the design and colour consistency of your survey and the site along with providing some contrast to the survey box to help it grab user attention.
10. Make Your Surveys Mobile-Friendly
With increasing mobile users, it is essential for your survey to be optimised for mobile unless your mobile traffic is negligible. Have a responsive design for your survey, using minimal text when targeting mobile users specifically. A survey with close-ended questions works perfectly with your mobile surveys.