The easiest way to understand why visitors aren’t converting is to ask them.
But what questions should you ask?
In this webcast, you’ll discover
* Six “golden questions” that we use to reveal exactly why visitors aren’t converting.
* A new way to think about questions, which will make it easier to know what to ask in any situation.
* Why we use the survey tool Qualaroo, and some inventive ways to use it to identify conversion opportunities.
The webcast is co-presented by Sean Ellis and Dr Karl Blanks.
Sean Ellis is the CEO of Qualaroo. He has helped to grow some of Silicon Valley’s most successful startups, including Dropbox, LogMeIn and Eventbrite.
Dr Karl Blanks is the co-founder of Conversion Rate Experts, a consultancy whose client portfolio includes Apple, Google and Facebook.
You can watch the video of this talk at http://www.conversion-rate-experts.com/questions/
10. Principle 1:
It's better to err on
the side of asking
too few questions…
…rather than ask
too many
11. Principle 2:
The only thing worse than not asking questions…
…is to ask them and then do nothing with the
responses
You might as well throw
the response in here
13. Surveys aren't something you should do then
forget about;
SALE
Psychogram
“
?
SALE
build different questions into a
regular plan of gathering visitor intelligence
15. Conversion Rate Experts has
plenty of questions for each
objective and visitor
“
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Qualified noes
?
Customers
who bought
moments ago
Existing
customers
17. Before we get started,
we need to decide who we’ll survey:
Today, we’ll focus on this chap
Qualified noes
Customers who bought
moments ago
Existing customers
19. Next, let’s make sure our questions
tackle key objectives:
Uncover where
customers come from
?
Understand reservations
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Discover appeals
Understand position relative
to your competitors
20. Objective: Uncover where customers come from
SALE
?
“Where exactly did
you first find out
about us?”
21. Don’t force the visitor to shoehorn
their response into a prewri en
dropdown field. (e.g., not “Google,”
“Magazine,” or “Friend”)
22. Objective: Identify appeals
SALE
?
“What persuaded
you to purchase
from us?”
Or “Please list the top three things
that persuaded you to use us rather
than a competitor.”
23. You may think it's all about price or some
other factor, but let your customers tell
you what motivated them.
24. Objective: Understand position relative to your
competitors
SALE
?
“Which other options
did you consider
before choosing our
Turbo Widget?”
Or “Which of our competitors, both
online and offline, did you consider
before choosing our Turbo Widget?”
25. You may think you know who your
competitors are, but answers to this
question may surprise you.
34. Inventive ways to use Qualaroo,
But first…what is Qualaroo?
§ Friendly prompt to answer a question
§ Understand website visitor needs/issues
§ Target page, # visits, time on page, etc.