Surveys on the site: How to interpret the results

Original author: Ott Niggulis
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Can you tell who your customer is? Do you understand what its tasks and difficulties are? Do you know what problems he solves with the help of your product or service?

Response Analysis


That's where the real fun begins! All of the following steps must be completed manually. To analyze the answers, we use the following algorithm:

View data to identify the original meaning.
Systematization of information for its convenient organization.
Interpretation of data.
Writing a short report on the results.

Depending on the number of responses, their analysis may take you from several hours to several days.

Step 1 - view data


At this point, you need to look at the answers to each of the questions. Try to highlight certain trends and patterns that you can subsequently indicate in the report.



Try not to be biased - look at the data and highlight the most characteristic trends, and only then start looking for evidence of your observations.

If necessary, take a short break and then continue to work.

Step 2 - Data Systematization


After you have looked through the information, as a rule, you already have an idea of ​​the customers - who these people are, why they buy from you, etc. You can attach a code name to each user.

For example, our client came from a WordPress theme store. By studying the data, we get the initial set of names for the respondents:

A blogger who is just getting started and looking for his first WP topic (blogger);
Professional web designers who purchase themes for site customers (designer);
Small business representatives who want to update their site (small business).

In the process of analyzing responses, you can create new codes and adjust existing ones. With the help of this information you can clearly understand who your target audience is, how to correctly organize sales on your page - which products to highlight among others, etc.

Another systematization option is to divide users into groups depending on what answer they gave to the question “why do you choose our topics?”.

Here's how it looks in practice:



In this case, you just need to put the numbers 1 or 0 in the column and move on. The codes you use will depend solely on the answers that the respondents gave, so first you need to look at all the polls to figure out your target audience.

Step 3 - Data Interpretation


How do you represent your client? Write in the comments.

Now you have enough information to recreate a typical visitor to your site to whom you will subsequently send a targeted message.

When asked about how she imagines her ideal customer, Meg Hein, the FreePeople brand owner, replied:

“She is independent, although she loves her friends, family and spouse. Every spring, she arrives at her favorite Coachella and Wanderlust festivals. She runs and practices yoga to always stay in shape and in harmony with herself. She pays attention to fashion trends, but wants to create her own style, drawing inspiration from the world around her. She is charming, sweet and bohemian at the same time. Presumably, she is 26 years old ... "

Is it so? Quite possible. But, one way or another, FreePeople and the parent company Urban Outfitters create a lifestyle, rather than just selling clothes. They try to figure out what their ideal customer looks like, realizing what kind of loss this can cause if they miss.

Look at the home page of their site - see how the model reflects the ideals of most customers?



By organizing each answer to the question, as shown in step 2, you can easily imagine your ideal customer or understand the reason that keeps the user from buying.

In a study conducted by the Photoshelter application, it was found out through customer surveys that by offering a limited version of the application for free, company representatives themselves deprived them of double sales.

“Our surveys showed that PhotoShelter visitors were interested in trying the product. We already had a free version, but it had limited capabilities, and analysis of business data showed that motivating users to purchase a paid version was not particularly effective. ”

Instead, they invited users to try out the full version of the app for 14 days for just $ 1:



This, along with analyzing other segments and testing, ultimately doubled Photoshelter's revenue.

Fully analyzed queries will help you prioritize issues, add features and understand what excites your potential and real customers the most.

Step 4 - write a report!


In the summary report, you need to indicate in a readable format all the information you received, draw general conclusions and trace emerging trends.



After you finish the report, use the accumulated data to compare it with your experience, other surveys, heatmaps, etc. This is a rather laborious work, and we will talk about it next time.

So, it seems to me, we told you in detail about how important qualitative research is, how to conduct it, what questions to ask and how to analyze the information received. However, we haven't talked about survey tools yet - so let's do it right now!

Survey Services


When it comes to tools, the first thing that comes to mind is GoogleDriveForms , a free and very easy to use service.

For example, this form combines both an order to search for a course and a user survey:



In addition, we also use Typeform services , they also offer an easy-to-use free version. With this tool you can easily create a beautifully designed survey. As an added bonus, they offer profiles that can be answered from any device.

Do you think it doesn’t matter? Then look here:



As you can see, a fairly large percentage of responses come from smartphones. The above data was provided by one of our customers who uses Typeform. Another good service is SurveyGizmo , try it.

To summarize


Effective customer surveys are not just businessmen talking about “how much they care about their customers” or complimenting each other about how well they do it.

On the contrary, surveys are a powerful marketing tool that helps to conduct an open dialogue with potential, real and former customers, identifies current problems and contributes to the improvement of the company.

Only registered users can participate in the survey. Please come in.

How often do you need to interview site visitors?

  • 13.9% Weekly 6
  • 48.8% Not more than once a month 21
  • 11.6% As soon as possible 5
  • 32.5% Polls do not give anything 14

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