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Product & Innovation

Personalize your research and start a conversation with your website visitors

by Philippe Aussant, on Dec 23, 2013


Whenever implementing a survey or comment card on your website, what you are really doing is starting a conversation with your visitors. During this conversation, you are really trying to find out what they liked about their visit, what made them tick, and how you could improve certain aspects of their experience should they choose to return to your website in the future.

A conversation using a survey or comment card is very similar to a conversation in real-life.  People are often more willing to open up if they are speaking to someone that they know and trust. They also want to ensure that the person to whom they are speaking retorts with specific and relevant responses based on where the conversation has gone.

Whenever implementing a new iperceptions survey, here are 4 quick ways that you can personalize it not only to your benefit, but also to the benefit of your website visitors:

1. Tailor your survey questions

If respondents are asked too many ‘general’ questions about their experience, you will get broad responses in return, which makes obtaining actionable findings difficult.  Instead, if the dialogue remains relevant and engaging for both parties, this will help you obtain a greater level of actionable responses in return.  For example, if you are trying to find out more about your purchasing process, you can consider asking more specific questions relating to the purchase process, and ensure to only ask these questions to those who mentioned that they went through the purchasing process at some point during their session.

By using “On Exit” or “On Entry” skip logic, you can start specifying which questions respondents will see based on the answers that they’ve provided earlier in your survey. You can also pick and choose specific answers within questions that respondents will see based on their previous answers using either “Tag Suppression”, “Tag Level Branching” or “Tag Piping” skip logic.  These help ensure that you can go deeper into specific aspects of your website, while ensuring that your respondents remain engaged by receiving questions which are tailored to them based on their website experience.

2. Speak to your respondents in their preferred language

It’s difficult to have a conversation with someone when neither of you speak a common language.  The same applies when you’re trying to start a conversation with your website visitors using surveys or comment cards.  Many of your website visitors are willing to take a few minutes out of their day to let you know what they thought of their experience on your website, but their willingness to do so may significantly decrease if they see that they’re unable to do so in a language that they are most comfortable with.  

If your website is available in multiple languages, you should ensure that your survey is available in these different languages so that you can collect feedback from all language versions of your website, while also ensuring that completing your survey or comment is an enjoyable experience for those completing it.

3. Use your own verbiage

Every brand has its own personality, so not every website will use the same type of verbiage throughout their website.  If you start a conversation with your website visitors via a survey or comment card, you should consider personalizing your survey so that it acts as an extension of your website.  This can help to avoid any potential confusion, especially when asking questions about specific aspects of your website (e.g. if you have a feature called “Product Customizer” on your website, it would be best to refer to this feature as “Product Customizer” within your survey).  As well, using your own verbiage can also help ensure that your respondents feel like they are actually interacting with your website when they are completing the survey, as opposed to completing a survey that is more “out-of-the-box”.  

Within your iperceptions surveys, you should consider, using your brand’s verbiage through your survey’s questions and answers.  As well, while we do provide default texts for them, you should also consider modifying the Welcome and Thank You pages of your survey (the 1st and last pages respondents will see when taking your survey) so that they also reflect your brand’s verbiage.  In addition, for your Thank You page, there are additional ways that you can modify it for the benefit of yourself and your respondents.

4. Add a logo to your survey’s invitation and interface

As previously mentioned, people can be more willing to open up to people that they know and trust.  Another way that you can brand and personalize your iperceptions survey is by uploading a logo to appear in the top-left corner of your survey’s invitation, and throughout your survey’s interface.  

This can help to ensure your potential respondents that this study is being conducted by you, and that their responses are being sent directly to your company for your review.  Knowing this, some respondents may be more willing to open up in their survey responses (specifically for open-ended questions), which can only help but benefit your company when trying to identify potential action items from the data that you are collecting.

Overall, while using a standard survey or comment card is already a great first step, you should always try and create a level of trust with your website visitors by creating a more targeted and personalized experience tailored precisely to them. For more tips and tricks to personalize your research check out our tutorial library.

Philippe Aussant
Philippe Aussant

Philippe Aussant is a marketing professional with over 10 years of experience in content marketing, data analysis, account management and product support. As Content Manager, Philippe is responsible for generating and managing iperceptions marketing content assets, including the iperceptions blog.

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