What are On Site polls, their benefits and how to launch a winning survey to know better the customers of your SaaS.
Table of content:
- What are On Site polls, their benefits and how to launch a winning survey to know better the customers of your SaaS.
CRO is a Research Job
There’s a quote that always resonates with me when it comes to Conversion Rate Optimization: “CRO is 80% research and 20% implementation.”
Before making any changes to your website, you need to identify the issues, understand where and why people aren’t converting, and uncover their motivations, goals, and anxieties.
During a CRO Audit and Research phase, you’ll find numerous techniques and tools to gather data directly from the source.
One of these powerful tools is On-Site Polls.
In this post, you’ll discover the benefits of on-site polls, best practices for launching them, and some insightful questions that can help you achieve better results.
Why use on site polls/surveys?
Understanding user motivations and FUDs (Fears, Uncertainties, and Doubts) is crucial. On-site polls are an excellent way to gather information directly from the source. Here are some benefits of using them in a CRO audit and research:
- Discover users motivations and goals.
- Realize if there are points that make them either convert or bounce.
- Figure out what they like and dislike.
- Comprehend if there is a lack of information within the page.
- Understand the usability of the user.
- Get an idea of the clarity of your website for the user.
- Measure the experience overall.
- The information you’ll get will help you increase your SQLs.
First steps before launching the poll.
The more specific and granular you get during this process, the better.
I’ll share 3 steps to start with your on-site poll:
1) Set a Goal: Determine what you want to know. What data are you trying to gather and why?
2) Identify Target Pages: Find the pages where people are dropping off. These will be the locations for your survey.
3) Set the Trigger: Decide when the poll should appear. For instance, show the survey when the visitor is about to exit the page or after 15 seconds of inactivity. There isn’t one right trigger; experiment to see what works best for your situation
6 questions to launch a winning on-site poll
The questions you ask users will depend heavily on your goal.
You might want to understand the visitor’s behavior, their motivations or FUDs, their likes or dislikes, or where they come from.
Here, I’ll share a good mix of questions aimed at understand the main reasons people aren’t converting.
- Is there anything holding you back from [a desired action]?
- Is there anything that might prevent you from [a desired action]?
- What almos prevent you from [a desired action]? (this one could work for a lead that just filled up a form)
- How well do you understand the benefits of [your product or brand]?
- Are there any information is missing on this page?
- What is ONE thing you would change on this page?
>>Should you use open ended or close ended questions?<<
It’s also beneficial to balance between close-ended and open-ended questions. Close-ended questions are more likely to be answered and are easier to analyze, but open-ended questions will provide deeper insights into motivations and FUDs.
Which tools use for on site polls
There are a lot of tools out there to build and launch on site polls.
I’d personally recommend Hotjar, since there is a whole platform to gather information direct from your site (you also have heatmaps, session recording, etc) and its price is really reasonable.
You can check these ones as well:
Takeaways and some considerations.
As I mentioned at the beginning, Conversion Rate Optimization is primarily about research.
On-site polls are a great way to gather information about your visitors.
However, the response rate for this type of survey is typically low, often around 1%.
To set up a poll online, you need sufficient traffic to achieve a decent confidence percentage for the responses. You’ll need at least 200-300 responses. (With a response rate of 1 to 5%, you can estimate how many visitors you’ll need.)
To increase the response rate, you can also target polls to those leads who have just filled out a form. Since they’ve already completed a conversion, they are more likely to respond.
Don’t have the time for a customer research and Conversion Rate Optimization?
In The Leads Booster we can run a customer research and a full CRO for your Saas to help you get more qualified leads and increase your ROI.
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