Do you know of Qualaroo? You should! Nothing, in my opinion, is more valuable to a conversion optimization specialist than the voice of the
customer, or should we say visitor, because let’s be honest, not every visitor is a customer… yet.
Over the past years I have made avid use of different feedback tools to collect a visitor’s sentiment on many different aspects of the online business. There are different goals to set for yourself when collecting visitor feedback and in most cases, the most valuable ones, are when you collect that voice that wants to leave your website right smack in the middle of the checkout process. I mean… why would you want to leave then?
The bottom line is, is that visitor feedback is your goldmine which you can prospect for optimization ideas.
NOTE KISSinsights now Qualaroo: As of 31 July 2012, KISSinsights will continue as Qualaroo. Read More
iPerceptions’ 4Q is a popular tool used for this method of feedback collection. It does the job well, and even though they have abandoned their freemium model, the insights that can be extrapolated are priceless.
My burning question is, is it really the most effective way to collect insights. Sure it is good to know if people were able to complete or not complete the tasks they had at hand when arriving on your site, but it takes a lot of time and effort to really find out how you can best improve your website based on their feedback. Since most surveys are focused on the entire website and not a specific page or task (or task flow such as purchasing), finding out why visitors leave and how you could possibly fix this doesn’t come easy.
Are there tools out there that can help you focus on a single page or task? Absolutely. The three that quickly jump to mind are Qualaroo, Kampyle and Feedbackify. Although all 3 are worthy contenders, only two make use of an interesting technique to approaching supposedly abandoning visitors.
Qualaroo and Kampyle make use of a script that captures the ‘Mouseout’ event on the HTML node of a web page. In layman’s terms… the script know when a visitor moves the mouse cursor off of the active web page. So, if you were to move your mouse cursor off of the page you were viewing to, for example, the URL address bar, the script would trigger and display, in this case, an invitation to an exit survey.
Kampyle calls this technique their ‘push mechanism‘, but Qualaroo also offers the same technology.
How do we go and create an exit survey with Qualaroo then? Well, let’s look at the checklist:
- Find an area in the (purchase) process on your website where visitors abandon
- Create an exit survey test in Qualaroo
- Activate the exit survey, sit back and relax…
Creating The Survey
Create the survey like you normally would. For instance, call it ‘Step X – Exit Survey’ where X stands for the step in the checkout funnel that you have just identified as a bleeder. Enter the URL of the page where you want the survey to appear.
Asking the Question
For the question, pick something neutral but inviting… and more importantly keep it simple. Questions that I have used in the past are:
- “Hey… we noticed you don’t want to finish your purchase, do you mind telling us why?”
- “Uhoh, don’t want to buy from us? Could you tell us why?”
- I experience a technical problem
- I wanted to know the total price
- My creditcard did not work
- I need to confer with my partner first
- I wanted to see what was included
- Other [open ended question]
This blog, actualinsights*, wouldn’t be what it is today if I didn’t add some real world data… and since you have held out so vigorously until the end of this blog post, let me share some real insights!
The most interesting fact for me was that the survey completion rate was a staggering 17% during my most recent exit survey in the Travel industry. So, of all the abandoners, 17% of them took the time to respond and tell us why they weren’t buying from us… can you imagine doing that at a store?
As you can see, a majority of the respondents told us that they either needed to confer with their (travel) partner or they just wanted to know the total price. From this we can gather several insights, such as research the possibility of a Postponed Booking option, that will allow visitors to take an option on a holiday, but book and pay later.
As for the total price issue, a little more research would be able to tell us why they do this. Is it to compare the price with competitors, are they window shopping, have they recently booked and they are visiting again to see if the price has changed… and so on.
In the ‘Other’ option we found two big issues, one being a visitors preference for the flights mainly the option to choose which airline company accommodates the flight to the holiday destination and second, display discounts more continuously especially among older visitors (looking for their old age pensioners discount).
When you drill down into the individual responses, this is where you will find your pot of gold. Now, remember the flight preference issue in the previous paragraph? Look at the responses above and tell me what you think. People are hesitant to book a holiday because of the airline carrier who will perform the flight to the holiday destination. To briefly clarify… the travel industry is a complex vertical to work in. In most case you are not selling your own products (hotel, flight, hotel, insurances etc.) but you are in actual fact a reseller. This makes it hard to really improve your services.
In this case Transavia, a Dutch charter company, is preferred over the Turkish Onur Air. In the past there have been many issues around Onur Air’s level of maintenance on their flights causing some serious inflight and ground incidents. It is understandable that visitors are hesitant.
It is your mission as a conversion optimization specialist to help fix this and save customers. You have sought out and discovered a purchase blocking issue, become the hero and save that revenue!