“golden questions” that reveal exactly why your website's visitors aren’t converting

“Golden questions” that reveal exactly why your visitors aren’t converting

“Golden questions” that reveal exactly why your

visitors aren’t converting

Sean Ellis, CEO Dr Karl Blanks, Chairman

How we became “conversion obsessed”

Google took notice

Our results Our clients

Understanding the visitor is a

core step

Most businesses realize

the importance of surveys

But

few surveys get back actionable information

that improve conversions

Remember these principles

It's better to err on the side of asking too few questions…

Principle 1:

…rather than ask too many

You might as well throw the response in here

The only thing worse than not asking questions…

…is to ask them and then do nothing with the responses

Principle 2:

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? Principle 3:

Ask the right questions

Surveys aren't something you should do then forget about;

build different questions into a regular plan of gathering visitor intelligence

SALE

“ SALE ? Psychogram

Questions throw light on the Psychogram

Qualified noes

Conversion Rate Experts has plenty of questions for each

objective and visitor

Customers who bought

moments ago

Existing customers

“ SALE

?

Now, let’s say we’re selling a turbo widget

Qualified noes

Before we get started, we need to decide who we’ll survey:

Today, we’ll focus on this chap

Customers who bought moments ago

Existing customers

Understanding the people who did buy, allows you to

the scales for people who didn’t

tip

Understand position relative to your competitors

SALE

Uncover where customers come from

Discover appeals

Understand reservations

?

Next, let’s make sure our questions tackle key objectives:

Objective: Uncover where customers come from

“Where exactly did you first find out

about us?” SALE

?

Don’t force the visitor to shoehorn their response into a prewri!en

dropdown field. (e.g., not “Google,” “Magazine,” or “Friend”)

Objective: Identify appeals

“What persuaded you to purchase

from us?” SALE

? Or “Please list the top three things that persuaded you to use us rather

than a competitor.”

You may think it's all about price or some other factor, but let your customers tell you what motivated them.

Objective: Understand position relative to your competitors

“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?”

SALE

?

You may think you know who your competitors are, but answers to this question may surprise you.

Qualified noes Customers who bought moments ago

Qualified noes Customers who bought moments ago

Qualified noes Customers who bought moments ago

Next, one of the

best questions for identifying what’s stopping

qualified non-buyers.

Qualified noes Customers who bought moments ago

Objective: Understand reservations

“What's the one thing that nearly

stopped you buying from us? ”

Or “What was your biggest fear or concern about using us?”

SALE

?

A question we

l ve. “What was your biggest challenge,

frustration or problem in finding the right Turbo Widget online?”

SALE ?

Never mind that you may receive impractical ideas;

all you need is a single great one that you haven't thought of

Why we 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.

Inventive ways to use Qualaroo,

People not taking a desired action

Why not?

All about conversions, including…

§ Trial sign-up

§ Email opt-in

§ Revisit content

§ Open an email

§ Purchase

Inventive (and simple) use #1:

Request for email

Results

Inventive (and simple) use #2:

•  Webinar invite email response rates •  Starts with right webinar topic

Client undisclosed

Inventive use #3:

•  Triggered by cart abandon prediction setting

•  Identified cart browser issue

²  Caused $60K in lost sales

Short-term friction / long-term results tradeoff?

Inventive use #4:

•  Uncover needs ²  Position solution appropriately

Now Qualaroo for mobile

Inventive use #5 à Yours!

What you should do now

Free trial: app.qualaroo.com/plans

conversion-rate-experts.com/learning-zone/

Any questions?

Free trial: app.qualaroo.com/plans

conversion-rate-experts.com/learning-zone/