Are you utilizing offers – or pop-ups – on your website to get feedback from visitors? More and more websites are utilizing these features to directly engage with their audience, targeting them with ultra-customized offers in exchange for valuable feedback — while they’re still on their website.
Let’s take a look at why savvy marketers are using pop-ups for customer feedback and testimonials, and how you can integrate this strategy into your conversion rate optimization plan — starting today!
It’s been proven that obtaining customer feedback is a powerful tool that every marketer should use. Collecting feedback helps you to create the best possible customer experience, customize products and services to a consumer’s needs, and provides critical information for business decisions. 89% of businesses compete mainly on customer service, so getting feedback and using it to tweak your strategies helps you be more competitive in your marketplace.
Displaying a survey on your website is one of the easiest and simplest ways to get customer feedback. Like any approach in your marketing strategy, it requires planning, optimization, and proper targeting to support your conversion goals.
Types Of Customer Feedback You Can Collect
The type of customer feedback you collect will depend on your goals – are you trying to solicit testimonials, or find out why a visitor quickly abandons a page? It will also depend on how the visitor is engaging with your site – did they leave after putting an item in their cart, or did they spend a significant amount of time reading your blog? Common survey topics include:
- Experience rating – how did we do?
- Feedback – did you find what you’re looking for on our site?
- Testimonials – would you leave us a review for a product/service?
- Readiness to buy – are you ready to purchase? Why or why not?
- Site improvements – what could we do better?
These types of surveys can help you better understand visitor behavior, their preferences and needs, and ultimately help direct your strategies to improve customer experience.
How To Craft Your Pop-Up Survey
Here are a few considerations when setting up your pop-up survey campaign:
Length – Your surveys should be short and sweet, ideally no longer than three questions. Of course, your purpose for collecting customer feedback and type of information you’re requesting will dictate survey length.
Question Type – While you can use a simple yes/no or other radio button format, you also have the option to create open-ended questions to engage your website visitors and encourage them to leave more feedback.
Targeting – Using precise targeting allows you to show the right survey, to the right visitor, at the right time. For example, you can display a survey to returning visitors only, or trigger a campaign so that once the visitor has viewed more than two pages of your website they see a survey. This makes sure that the visitor is already engaged, and will be more likely to do your survey. You can also set the targeting to track visitors’ mouse and scroll movements in real-time in order to serve up your best offer when they navigate away from valuable content.
Offer –While not necessary, offering something of value in exchange for customer feedback sweetens the deal and encourages higher conversions. For example, “Take a short survey and get free shipping on your next order!” Or, “Tell us what you think of our new website and be entered to win a $50 gift card!”
Content – How you word your survey and offer can have a major impact on conversions. In marketing, “power words” are known words that are used to trigger an emotional or psychological response. Here are a few examples (stay tuned for a future post where we go in-depth about how to use power words in your offer campaigns!)
- Greed Words: Words that make it seem like something is rare, valuable scarce (ie – bargain, gift, sale).
- Curiosity Words: Words that naturally peak an interest (ie – become an insider, sneak peek, invitation only).
- Sloth Words: Words that make your offer seem effortless (ie – instant, easy, painless).
- Lust Words: Words that make visitors crave your offer (ie – compelling, mind-blowing, tantalizing).
Design – The best pop-up design uses a combination of attention-grabbing imagery (even animated GIFs!), an engaging call to action button, and a look and feel that is consistent with your brand. While a basic pop-up may get the job done, thoughtful design can turn it into a high converting machine!
Picreel Helps You Use Pop-Ups For Customer Feedback
Picreel is proud to offer ReelSurvey, a conversion rate optimization tool for your website that allows you to gain valuable insights by using a precisely targeted form to collect customer feedback from your website visitors. Picreel makes it simple to survey a specific group of visitors and to customize your design with different answer types, colors, calls-to-action buttons, and questions depending on your conversion goals. All data is then collected and directly delivered to your integrated CRM or marketing automation platform in real-time.
Want to see if Picreel is right for you? Start your free 30-day trial now, or contact us at 888-891-5782 to speak with a CRO expert about your conversion goals.