Survey Tips for Inbound Marketing and eCommerce
Never underestimate the power of customer feedback.
The best way to boost your conversion rate is to simply ask your customers how your company can be better. Know what your buyers feel and gain actionable insights with survey questions to increase your sales. In fact, collecting and analysing the data you get from surveys and questionnaires enables you to make decisions based on the people who matter most to your business – your customers.
Whether you’re using Survey Monkey or any other service for generating survey online, continue reading for survey question tips and how to effectively assess the collected survey data.
Popular types of survey questions
- Multiple choice
- Rating scales
- Likert scales
- Matrix questions
- Dropdown questions
- Open-ended questions
- Demographic
- Ranking order
- Image choice
- Slidebar/slider questions
Popular topics for Inbound Marketing survey questions
- General
- Website
- Product offering
- Product quality
- Customer experience
- Customer support
- Branding and marketing
Additional topics for eCommerce survey questions
- Shopping experience
- Shipping
- Returns
Tips for writing great survey questions
1. Ask mobile-friendly questions
Are your surveys ready to go mobile? Here’s a checklist to ensure that your survey is mobile-friendly and optimised for mobile:
- Limit the questions per page
- Keep surveys as short as possible
- Use multiple choice
- Keep formatting simple
- Avoid wasting space – with images, logos, or progress bars
- Keep your survey URL short
- Test your survey on multiple mobile devices
2. Write with your customer in mind
When writing great copy, the customer is always the focus. This is also true with how you write your survey copy. Your survey is still a piece of marketing material that is representative of your brand. Therefore, the questions on the survey have to match the tone and style of your brand’s voice. Use the same language in your survey that customers use when describing your product, to create a sense of cohesion. The more customers relate to the content of your survey, the more high-quality answers you’ll get.
3. Get others to test out your survey
You should share your survey with colleagues, friends, or anyone invested in the outcome or success of the survey. When people proofread our work, even our surveys, they can usually spot errors or areas for improvement that we can’t. Once you’re accustomed to the different types of survey questions, and when to use them, extracting the right data will become second-nature, as you’ll have a clear understanding of what you’re looking for from your respondents.
How to use the data collected from your surveys to increase sales
Customer segmentation
To learn more about customer buying behaviour, use the data collected to segment your customers into various groups based on demographics and psychographics. Equally important, you can filter your survey results based on location, device, question, distribution list, etc to generate specific results.
Tailored marketing campaigns
Indeed, the survey data gathered can give your company insights into the right target audience for your next promotional campaign. Similarly, data collected from the survey questions for eCommerce can help you send highly customised marketing communication to your customers. You can then send your customers offers on products that match their interest, and up-sell or cross-sell to those who agree to receive marketing communication from you.
Website data analysis
With your survey data, you can discover what your visitors like the most about your website, the most queried products, and the biggest improvement areas. In the same way, you can use the feedback you receive to continuously improve the user experience and to generate more conversions.
Forecast demand
Apply machine learning and artificial intelligence algorithms to forecast demand.
Analyse trends
Generate reports and perform trend analysis of the survey data. You can then use your trend analysis to find out if there is a consistent rise or decline in the demand for a specific product. Also, you can analyse if there are too many complaints about your eCommerce website’s performance, design, products, vendors, etc. On the whole, use your analysis to extract the details and work on resolving issues to improve the customer’s journey.
