As search marketers we invest a lot of time and effort in driving traffic to our sites. Our ultimate goal is to turn this traffic into conversions, yet quite often we prevent our users from doing just that.
When we approach Conversion Rate Optimisation (CRO) many of us leap in head first. We make lots of assumptions about what’s wrong with the site messaging and/or purchase funnel, and whilst we might be right, we run the risk of getting things very wrong indeed.
What we actually need to do is take a step back, find out what the site’s users think. Do they love the site, or hate the site? What do they think we should doing better?
I’ve spent some time testing several tools that gather this sort of user feedback and here are handful that I recommend to getting started.
Kampyle – http://www.kampyle.com/
Kampyle places a feedback tab on page allowing user feedback to be collected and easily managed. Whilst it may not be the prettiest of forms I feel it allows the user to easily give relevant feedback by allowing the user to rate their experience on a scale of 1 to 5 and then choose a symbol representing their feedback followed by the option to leave a comment.
Kampyle breaks customer feedback into categories. Once a category has been chosen a list expands with relevant issues. I feel this is a nice stepping stone towards assisting the user in describing the exact problem they are trying to communicate.
If the user leaves their email address, Kampyle provides an inbox style interface to inform the user of any actions taken as a result of their feedback.
Overall Kampyle is a decent step towards collecting feedback from users. Its main weakness is its lack of beauty. However it’s clear interface helps guide the user towards communicating a clearer description of problems they may have encountered.
Survey Monkey – https://www.surveymonkey.com
If you are looking for a simple method to survey users I recommend Survey Monkey. As a starting point the free version allows 10 questions per survey with up to 100 responses.
What exactly does Survey Monkey do? It allows you to design a survey, then collect and analyse answers from users. Surveys can be easily shared with users/follows by embedding it on your website, sharing on social media or emailing potential respondents.
But why Survey Monkey I hear you ask? For me it is its simplicity that makes it outstanding. After setting up even the free version allows you to choose from a list of themes. Move to the paid versions and an unlimited number of questions and responses are accepted plus the whole platform becomes customisable.
iPerceptions – http://www.iperceptions.com/
iPerceptions is another surveying platform. Its free version allows you to ask users “the 4 questions that no website owner can go without”. If you are unsure of where to begin pre-testing or are struggling to initially come up with questions this provides a simple starting point.
The questions asked are:
Question 1: Based on today’s visit, how would you rate your site experience overall?
Question 2: Which of the following best describes the primary purpose of your visit?
Question 3: Were you able to complete the purpose of your visit today?
If they answer yes to Question 3, ask this:
Question 4a: What do you value most about the [Company] website?
If they answer no to Question 3, ask this:
Question 4b: Would you please tell us why you were not able to complete the purpose of your visit today?
Bonus point: The free account on iPerceptions doesn’t have any limit on the amount of data you can collect compared to some tools of a similar nature. This means you can perform surveys to your heart’s content for free.
Sourcing People to Take Surveys/Tests
What if you’re struggling to find users to survey? How about offering users a reason to take your survey? Depending on your budget it could be useful to offer users the opportunity to win a prize such as an iPad or offer a voucher as a thank you for taking part in a survey.
Ethnio – http://ethn.io/
Ethnio is a research recruiting tool that works alongside Amazon to provide users with an incentive to take a usability test. It allows the tester to manager users and their incentives quickly and easily.
First of all it can be used to screen participants to ensure you are receiving candidates who fit the profile you are looking for. The screening process not only allows you to find users who use a specific browser or platform but also through asking them various questions about themselves such as “do you have children?” If the users provide an answer that matches your criteria they will be passed through the screening.
One feature that’s particular useful from Ethnio is its ability to screen process users and then pass them directly to third party user experience tools such as Loop11 and User Testing (plus more). Where Ethnio improves the experience of these third party tools is the ability to collect user contact information. This in turn creates the opportunity to ask any questions or thoughts from testers in a follow up call.
While none of the tools in this list will provide you with a simple solution to improving conversions, choosing the right ones can help you become a step closer to understand how your users are experiencing your website. It will help you to discover their frustrations that a potentially damaging your conversion rate. Ultimately the right questions will take you one step closer to getting more profit from the traffic you are already receiving.
How do you prepare for a CRO test? What are the questions you begin with? Do you have any tools you would recommend?