Whether someone is online shopping or searching a brand’s website to learn about service offerings, their site experience matters.
Website users are very observant. They notice everything from how quickly a page loads, to how available a customer service representative is, to how informative the site is.
Studies show it only takes 0.05 seconds for visitors to form an opinion about your website – and that first impression determines whether they’ll stay or leave.
For this reason, it is becoming imperative both B2B and B2C organizations conduct some type of user experience (UX) market research.
A great place to start is with website intercept surveys.
Keep reading to learn more about surveying traffic that comes to your website and the benefits of doing so.
Or, for a quick overview of web surveys, watch this one-minute video.
What Are Website Intercept Surveys?
Simply put, a website intercept survey is a way to capture "in-the-moment" feedback from site visitors.
In most scenarios, an invite to the survey is sent through a pop-up message or displayed on the website permanently.
The web survey can be shown to visitors based on their activity such as:
- When users first enter the site
- After they have used the website for a specific amount of time,
- After they complete a call-to-action such as completing a purchase or signing up for an event
Tips for Creating a Web Survey
1. Choosing between a pop-up or static widget form.
These user-friendly surveys come in popup or widget form.
Popup surveys are hard to miss, for obvious reasons, while widget surveys will show up in the corner of the site.
Both do a reliable job of giving you the necessary information.
2. Create website survey questions based on business goals.
When designing a survey for your website, think about what your goals are for the data.
- Do you want to understand visitors’ intentions and how they use the site?
- Do you want to measure key performance indicators (KPIs) like satisfaction with the website experience?
The website intercept survey questions should reflect these objectives.
Generally speaking, the data should help you understand the usability of your site and develop ways to improve user experience.
3. The shorter the intercept survey, the better.
You’ll want to ensure your survey is visually appealing with a small number of questions. A survey that’s chock-full of text or too bulky has the potential to deter visitors.
Our intercept survey company also recommends incorporating a simple layout with plenty of white space to not overwhelm respondents.
Benefits of Website Intercept Surveys
Benefit #1: Higher response rates
Many companies send survey invites through email campaigns to their existing customers or to a random pool of participants.
This may not be as effective as capturing thoughts and opinions as they are formed on the website.
By using a web survey, organizations may see increased response rates.
Benefit #2: Gather real-time feedback
If a company wants to receive the most accurate data, it is best to collect it right after the interaction.
If you wait longer, the answers will most likely end up being based on preconceived thoughts or feelings about the topic since details of their interaction are not as fresh.
Benefit #3: Ability to respond quickly
Another reason websites need intercept surveys is because they gather real-time feedback that gives organizations the ability to respond to users’ concerns or thoughts quickly.
Addressing issues promptly reinforces users feeling the company cares about their feedback and in turn increases customer satisfaction.
Benefit #4: Ability to contact all website visitors
Many times, companies do not have access to contact information for website visitors.
The opportunity of generating data from all visitors without needing their personal information greatly widens the number of individuals to collect feedback from.
While you can also choose to target certain types of customers with website intercept surveys, this openness to everyone eliminates bias in market research and strengthens the value of the data collected.
Which leads me to my next point...
Benefit #5: Little bias in survey results
When your company uses intercept surveys, the risk of potential bias and exclusion is negated.
Since they’re designed to pop up for anyone using your site, you’ll be getting real-time answers from active users, which equals fresh opinions.
For companies that want to obtain detailed information about user experience, website intercept surveys are a must. These mini-questionnaires appear on a website to collect important user data.
Just a few short questions answered by the online user and bam — a survey is complete, and you’ve got the data you need.
Using this type of market research is an effective way to get a true and accurate picture of how users interact with a site.
Plus, with new laws being put into place in North America regarding spam filters on personal emails, website surveys will make all the difference by gathering the feedback needed to develop the ideal user experience based on data-driven decision-making.
Drive Research is a full-service market research firm specializing in offline and online intercept surveys. Our team of certified professionals partners with organizations across the country to design, program, and report on findings collected from various market research studies.
To learn more about our services, contact Drive Research today.
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