About Analytics, Conversions and On-Site Surveys

Recently, I have given a lot of thought to conversions. A static website may attract a lot of traffic, but unless there is an initial CTA (otherwise known as “call-to-action”), that traffic may be of no use at all.

According to a recent study by Bain & Company, around 80% of companies say they are customer centric, yet only 8% of their customers seem to agree with this.

When it comes to online shopping, this gap is evident.

You already have my contact info, and you know exactly what I bought – why not use that information and ask me for my opinions on-site, as well as at least some feedback about the online store and my purchase experience, or at the very least the product you just sold me?

As we all know, around 90% of all online experiences begin with a search engine. Proper SEO and SEM are, naturally, of a very high importance when it comes to attempts to increase the conversion rate.

Also, to be more precise, conversions only take place when targeted traffic meets the relevant offer. It all starts with knowing who is your target audience – and with knowing what they need or want.

It is highly recommended to begin by asking the right questions.

  • Who are the target customers? And what is their ongoing life situation?
  • What do they want? And what is the biggest pain point related to that?
  • What are the exact needs of the customers that aren’t being met right now?

Surveys can be used to significantly increase conversions by directing visitors to the correct pages on site. It all starts simply by asking questions related to customers and their specific needs, or feedback on whatever is displayed on the current page being browsed.

Qualitative research can offer more insight than anything else for coming up with conversions. Whereas quantitative figures tell you “what, where” and “how much”, the qualitative information tells you “why”.

The primary goal of qualitative research on-site is to gather an in-depth understanding of a website user’s behaviour, and the main reasons for that behaviour.

It makes sense to first inquire the user’s intent – to dig into what exactly is the specific problem they were solving by visiting the site in question. Moving forward, the next relevant questions might be, for example, what mattered to them when choosing the product or service, what kind of comparisons did they do prior to purchase, or how many and which other sites they looked at, and so on. It might also make sense to ask about friction – fears, doubts and hesitations the users experienced before making the purchase.

Your basic Google Analytics tools help you in defining your questions and in placing the surveys on site.

With Google Analytics tools, it is easy to spot the exact:

  • Best performing content (Which pieces of content work best? Try and get a clear view on this one!)
  • Best converting keywords (Which keywords rank? Aim to rank better for these and similar words.)
  • Best converting landing pages (Where is the incoming traffic landing on – and does it convert?)
  • Best converting traffic sources (Where exactly is your traffic that converts visitors coming from?)

To best avoid bounce and churn rate increase, I suggest giving the conversion surveys as well as their placement on your site a lot of thought. Less is more.

Exit surveys, annoying pop-ups and prompts to subscribe to another newsletter are proliferate. With Google Analytics tools, you can easily target the relevant customers with your on-site surveys – it does not matter if they converted, or did not yet.

Author: Iiris Konttinen

I am a digital service design and digital marketing professional based in Helsinki, Finland.