The Power of Online Questionnaires
User behaviour measurement is the most neglected area of online marketing, yet this can provide more than mere statistics.
You may know that you have poor performance, but only by asking users will you discover why it works badly.
Perhaps a seasonal offer has underperformed, or a normal source of business has not succeeded this time round… whatever the diagnosis, you need to find the reason ‘why?’
Online visitors, particularly regulars of your site, are willing to provide feedback. You just need to be polite about it!
Get the Questions Right
Once you’ve decided to step out in front of your online visitors, the next challenge is to ask the right questions.
The rule of thumb is the more questions asked, the more detail requested, the lower the response. Know the answers you want, and tailor specific questions.
For example, if you’re an ecommerce site and you want to know if people like your shopping cart, then be specific – don’t ask questions about imagery, descriptions and design: ask them about that cart!
In terms of ‘cost’, compiling a questionnaire is much cheaper than focus groups and more accurate than only surveys. So give questionnaires a go – why settle for guesswork when you can have the answers emailed to you?
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