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Listen to your customers across their journey using website surveys

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In this session, we discussed ways how businesses can be creative to learn the expectations of their customers using website surveys.

Publicado en: Marketing
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Listen to your customers across their journey using website surveys

  1. 1. Listen To Your Customers Across Their Journey Using Website Surveys Utkarsh Rai Product Marketer, VWO Sathyajith Product Manager, VWO Marc Sandifer Product Manager, Contorion Ashwin Gupta Growth, VWO
  2. 2. Ask Questions on Twitter #AskVWO Ashwin @ashwin_gupta Utkarsh @rutkarsh
  3. 3. What are we covering today? 01 What role do VWO Surveys play in your visitor research? 02 How Contorion increased its conversions using VWO Surveys 03 Building a Great Survey - What do you need?
  4. 4. Evolution of Surveys How To Interpret Your A/B Testing Results For Actionable Insights
  5. 5. Typical Visitor Journey on an eCommerce Website
  6. 6. Triggering Conditions - Website Surveys 3 of the most used triggers can directly be inferred from website analytics data. Exit intent trigger can be combined when the intention is to understand why the visitor is leaving without converting.
  7. 7. Contorion - The Case Study Listen To Your Customers Across Their Journey Using Website Surveys Challenge: What shipping options to offer? Available shipping options: ● Express (next day) delivery ● Timed delivery ● Specific drop-off location (e.g. packing station, shop) Each of the options requires significant development and/or logistics effort
  8. 8. What we’ve tried and considered ● Talking directly to our customers ○ We’ve already done this via our Sales team and in-house customer meetings ○ This is how we arrived at the three shipping options we’re considering ● Running an ABCX test ○ Would be prohibitively expensive, as we’d have to implement each shipping option first ● Running a painted door test ○ Could anger customers because the desired feature is unavailable ○ A deployment would still be necessary to simulate the feature
  9. 9. Why Contorion uses VWO surveys? ● No development or design necessary ○ But highly customizable in terms of design and triggers ● Fast and easy to set up for non-technical staff ● Allows for freeform follow-up questions (“Why do you prefer this option?”) ● Easiest way to quickly collect qualitative feedback ○ Interviews can be very time consuming ○ Onsite surveys provide important context (e.g. session recordings)
  10. 10. Case Study: Improving VWO Reports using VWO Surveys ● Used VWO Surveys to create themes of what frustrated our users ● Got 100+ users to get on a call with us and give detailed feedback on VWO Reports ● VWO Reports rollout has seen our satisfaction score jump by 2x!
  11. 11. What’s A Great Survey? Listen To Your Customers Across Their Journey Using Website Surveys ● Optimize your survey experience ● Personalize your messaging ● Nail down your triggering conditions ● Target the right visitors
  12. 12. Titleofyourpresentation-Appcues.com Thank You! Q&A Use #AskVWO To Ask Questions on Twitter

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