A typical consumer today has the option of purchasing a product from at least ten brands or online stores. Each of these stores have competitive prices to offer and the only criteria that makes a visitor decide which one to buy from – the one that understands his needs the best or has a proven record of happy customers.
But how do you know your customers are even happy or what your store visitors are looking for? By asking them of course. And this is where surveys come in.
In this post, we’re going to share a few ways to use surveys to increase your online store sales.
1. Understand the visitors who did not make a purchase
There are times when a shopper comes to your store via a search or an advertisement he sees. But he leaves just after spending some time on the home page or visiting some of your other pages, without making any purchase or any kind of interaction. These are people you want to know more about.
Use a smart survey to retarget your visitors and understand why they are leaving, before they actually leave. Did they not like your store, did they not find what they were looking for or was there any other reason that made them go away – make sure you cover all possible aspects in the survey.
2. Conduct a post sales survey to gauge happiness
Happy customers are the trick to growth hacking your sales. The only way you can truly understand if your services have made them happy, is by asking them directly. A great way to do so is after a few days of them making a purchase from your business or online store.
Even bigger eCommerce businesses like Amazon conduct quick surveys to understand if the shopper is satisfied with his purchase, where they lacked in making him happy and getting his feedback on how to make the next time better. So why not you?
Here’s an example of a happiness survey:
3. Create surveys that help you understand preferences
Personalization is the key to getting more business conversions and sales. The more context there is to your messaging you use for customers, the more likely they are to interact or convert on it. But to be able to create personalized campaigns, you need to identify the preferences of your ideal customer.
Surveys serve as an amazing opportunity to understand your ideal customer’s needs better than the researched user personas your business has created. But it is important that you ask them the right questions at the right time to make the most out of the data you generate from the survey.
4. Use a survey for your next product launch
Are you planning to launch a new product line on your store? Well, it is always better to conduct a market validation before you do so. It will help you understand if your target audience is even looking for something similar and what segments do you need to narrow down your product to.
Surveys are a great way to gauge the market. Target your existing customers with an email or on-site survey that gives you insights into how they would interact with your new product range. It is important to ask the right questions that will help you make the product better and optimize its marketing further.
Creating the right survey for your store
A lot of businesses conduct surveys on their websites and amongst their customers, but they end up with files full of data that makes absolutely no sense. This is the result of not asking the right kind of questions – questions that help them optimize their business growth plan further or understand their customers any better.
So here are a few tips to create and run a successful survey for your business:
- Frame questions that can be read easily and are easy to understand
- Make sure all the questions add up to the conclusion you want to draw from the survey
- Optimize the number of questions and only ask one at a time
- Ensure that answering the questions requires minimal effort
- Avoid questions that will influence an answer in any way
- Don’t club too many questions together
- Ask questions that are to the point and don’t use words like ‘assume’
- Push out the survey to your email subscribers
- Retarget your website visitors based their previous interactions
- Conduct smaller versions of the survey on your social profiles like Facebook and Twitter
- Don’t forget to thank your survey participants
- Draw insights from the survey that help you improve the customer experience
- Make use of a tool that makes it all easy and helps you collate data in just a few minutes
- Set a timeline for the survey or a cap of the number of participants you want to draw insights from
Surveys are a great way to get up, close and personal with your customers. They give you insights into their thinking, interests, preferences and purchase triggers – all of which help you optimize their experience on your store even further.
Most online stores don’t think of surveys as much of an asset. But with personalisation taking center stage this year and the eCommerce competition growing by the day, it is time to step back and first understand what the consumer is looking for before trying to acquire the market.
Have you conducted a survey before? Do you think they add value to a business marketing and sales strategy?