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I often hear people ask, "I have a 2% customer conversion rate on my site, is that good?" What they should be asking is, "Why don't the other 98% of people who come to my site convert into customers?"
Knowing the answer to this question will tell you if and how you get better. Then you can spend your time on the “getting better” part and forget about what other companies’ conversion rates are.
That’s the main reason we built KISSinsights – to give us and our customers a way to ask the “why” questions that are a powerful complement to analytics.
You may not know why visitors to your site aren’t converting or are leaving without even trying. This is a difficult question because visitors don’t tell you. Most of them just don't have the time or the inclination to find contact details or feedback forms, or leave their own information. They don’t even realize why they left your site.
You have to ask these questions. There are some techniques for asking these questions that will maximize the value added to the quality and quantity of your responses.
Time: It's rude to interrupt people before they have had time to settle themselves into browsing your site. Asking questions after someone has left your site will result in a very low response rate, and people won't remember what specific questions they had or what they cared about.
Position: You want the attention of people who have expressed interest in your site, not just a quickie. For this reason, the home page is usually not the best place to ask questions. Price or plan pages tend to be better, and although fewer people will see them, they have the best chance of becoming your customers.
Phrasing: Ask a "yes" question and you'll get a "yes" or "no" answer - which isn't very helpful. I've also found that asking "why" (e.g. "Why didn't you sign?") can be seen as challenging. I'll provide some suggested wording below, but I strongly encourage you to revisit the text of the question to discover what subtle changes led to more useful responses.
How to do it:
register. If you haven't already registered with KISSinsights (the author used his own website for ease of explanation, you can replace it with your website.) and put the small snippet in javascript on each of your sites (once you have your password on your site, you won't need to edit your site again). This will make it easier to check time, location, and wording. ) Registration is free, but for most of the customizations and changes mentioned below you will need to use an existing registered account.
Write down your questions. The default question provided by KISSinsights is: "Is there something preventing you from registering here?" You may want to try a different question:
Is there something preventing you from registering "*** (product name)" on this site?
Is there anything else we can tell you about "*** (Product Name)"?
Add a second question in the text, "If you would like answers to these questions, please leave your email address."
Choose where (and when) to ask your questions. My default advice is to ask questions on a page where the customer can actually click a sign-up button or submit a form with registration items included. This might be an obvious sign-up page or your homepage.
The default delay time is 20 seconds. If your registration page is quite information-heavy, it might be better to try using a default delay of 30-40 seconds instead.
The pricing page is another good place to ask this question. It's possible that you'll get a higher percentage of responses about price issues (complaints), but that's probably what you need.
If you're not sure which page is the best, you can set up a survey where the visitor has already viewed 2 pages on the site. This is a great and versatile way to capture customers who are interested enough to notice your product but haven't yet found their way to the signup page.
Do a sample survey. After you get the first 5-10 answers, read those answers and make sure your question is being answered in the direction you expect. Because each customer only sees this survey once, there is no chance for adjustments. A subtle change in rhetoric or appearance may dramatically lead to a more useful answer.
For example, we initially asked, “Is there anything else we can tell you about KISSinsights?” and our first responses included seven one-word “nos.” We later changed the question to, “Is there anything else we can tell you?”—a freer wording, and we started to get more important answers.
How many replies are enough? You’ll know it when you start seeing the same responses repeated over and over again. In my experience, 30-59 responses is a good indication that it’s time to move forward and make changes based on these issues.
Here you can see our KISSinsights survey and a sample response survey (customer email addresses are not shown):
tracking effect. We've been updating our FAQ page with information from our survey responses. So now, when customers submit their answers, we thank them and point them to our FAQ so they can get a quick response. This allows us to get immediate information, and we can either personally answer or try to fulfill these customer requests with a revised version of another web page.
This article is compiled from .kissmetrics, original address.
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