Understand the WHY of Customer Behavior Through Online Survey Tools

If your business has an online presence, you are probably already looking at many analytics tools to capture user behavior and data. Data analytics like Google Analytics, heat maps for web pages, A/B tests to try out different landing pages, tools for looking more closely at visitor flows and events…  All this data is super valuable in seeing where prospective buyers tend to be engaged and where they move on. And there are loads of articles on best practices and what to test next.

But still, you are often left with many more questions than actionable insights.  You learn the "what?" but really want to understand the "why?" and "what's most important?" With the answers to these questions you can make big changes and really focus on what works for getting more sales for your business.

To get at the “why”, you need to have one-on-one interactions with customers rather than aggregate data streams. By placing a series of qualitative surveys throughout your sales cycle as links or small pop-up boxes, you can capture an amazing wealth of insights quickly. And there are many new tools that make this process easy and professional.  (Recently I have used SurveyGismo and Qualaroo and been up and running in less than an hour!)  Here are some ideas on where to place your surveys, the types of questions to ask and the actionable insights to gain:



Actionable Insights


General questions regarding industry, customer needs

General market interests, phrasing of questions in voice of customer for future surveys

Landing Pages

What did you come to this site to do today? Did you find it? Is there additional information that would be helpful?

Page changes, content clarity and prioritization


What would convince you to buy?

Offers, packaging, pricing, product offering presentation

New Customers (after checkout)

We’d love to know… what are the top three things that persuaded you to purchase?

Key customer needs, phrasing of landing pages

Current Customers (at login page, in newsletters, in store)

How likely is it that you will recommend us to a friend or colleague?

Customer satisfaction, segmentation of at risk customers


What's one feature we can add that would make our product indispensable for you?

Product development prioritization, training and communications needs

Good luck – I can attest that these survey results are already driving changes to our marketing, checkout process and new product pipeline!

Jeanne Rossomme
<p> Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish.<br /> <a href="http://www.roadmapmarketing.com" style="line-height: 1.385em;" target="_blank">www.roadmapmarketing.com</a><span style="line-height: 1.385em;"> | </span><a href="http://www.twitter.com/roadmapmarketin" style="line-height: 1.385em;" target="_blank">@roadmapmarketin</a><span style="line-height: 1.385em;"> | </span><a href="/author/jeanne-rossomme/all-posts" style="line-height: 1.385em;" target="_blank">More from Jeanne</a></p>


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