Imagine if you could get inside a potential customer\u2019s head as they navigate their shopping cart. What causes them to land on your site, add an item to their cart, then change their mind and close the tab?<\/p>\n
This is the moment you lose them. And it\u2019s also the moment you can present an exit survey. Qualaroo\u2019s Exit Survey feature will trigger on a designated page when a user moves their mouse to close the page. It\u2019s an ingenious tool that provides incredibly useful business feedback.<\/p>\n
Here\u2019s how it works.<\/p>\n
First, take a look at your Google Analytics to get a better understanding of where you\u2019re losing people. Shopping carts are an obvious destination for exit surveys, but you\u2019re losing people on other pages too. It\u2019s easy to find Exit Pages\u2014the pages where you lose the most people\u2014in Google Analytics. Just navigate to \u201cBehavior,\u201d then \u201cSite Content,\u201d then \u201cExit Pages.\u201d<\/p>\n
![\"Qroo](\"https:\/\/qualaroo.com\/blog\/wp-content\/uploads\/2016\/07\/Qroo-exit-1.png\")
<\/p>\n
You\u2019ll get a list of pages, ordered by the total number of exits. Your worst performing pages will be on the top.<\/p>\n
Here\u2019s what the data tells you.<\/p>\n
- \n
- The page URL<\/li>\n
- The total number of exits from that page in the last 30 days<\/li>\n
- The total number of pageviews on that page in the last 30 days<\/li>\n
- The percent of people who visit that page that don\u2019t visit another page<\/li>\n<\/ul>\n
You can put exit surveys on as many pages as you\u2019d like. Because users only exit the site once, you can implement them on nearly every page without worrying about annoying them with surveys. We recommend starting on at least 10 pages so you can start collecting data. The more data you collect, the easier it will be to identify trends that you can address.<\/p>\n
Here are a few places you can use exit surveys, along with a common reason someone would exit:<\/p>\n
- \n
- Shopping cart – \u201cShipping is too expensive.\u201d<\/li>\n
- Ecommerce product pages – \u201cI’m not sure this product does what I need it to do.\u201d<\/li>\n
- SaaS pricing page – \u201cI’m just comparing pricing to their competitors.\u201d<\/li>\n
- Features pages – \u201cI’m trying to understand if this product fits my needs.\u201d<\/li>\n<\/ul>\n
In each case, their interest can be the spark of a conversation that can lead to a sale. And while this will get you started, it\u2019s important to look at your analytics to identify high-impact areas. Once you have the pages identified, you\u2019ll need some basic knowledge on the types of questions that generate good answers.<\/p>\n
<\/span>2. It\u2019s easy to collect really useful feedback.<\/span><\/h2>\n
One of the biggest challenges that online businesses face is the lack of face-to-face communication. If you were selling a pair of hiking boots to a customer in an outdoor store, the sales associate could answer questions, recommend a better-fitting boot and direct the customer to a great pair of socks to wear with them. Perhaps most importantly, a sales person could read the customer\u2019s body language and tone to get a better understanding of the customer\u2019s hesitations.<\/p>\n
You can automate some of this online, but it\u2019s not quite the same. If a customers gets frustrated, there\u2019s no one to talk to. Do you really think they\u2019ll go through your phone tree to voice a minor complaint? And if they get distracted, there\u2019s no one to remind them of the task at hand.<\/p>\n
Exit surveys can address both situations with a few simple questions.
\n![\"Qroo](\"https:\/\/qualaroo.com\/blog\/wp-content\/uploads\/2016\/07\/Qroo-exit-3.png\")
<\/p>\nOf course, not everyone will fill these out, but the ones that do offer useful information that can help convert them as well as future customers facing the same issue.<\/p>\n
It\u2019s best to start with a simple, direct question. If you\u2019re triggering an exit survey in a shopping cart, you can use questions like these:<\/p>\n
- \n
- “What would’ve convinced you to complete the purchase of the item(s) in your cart?”<\/li>\n
- “What was your biggest fear or concern about purchasing from us?”<\/li>\n
- “If you did not make a purchase today, can you tell us why not?”<\/li>\n
- “Do you have any questions before you complete your purchase?”<\/li>\n
- “Is there anything preventing you from completing your purchase?”<\/li>\n<\/ul>\n
For each question, present a few multiple choice answers as well as an \u201cOther\u201d option where they can type a response.<\/p>\n
<\/span>3. Exit surveys can be the beginning of a fruitful relationship.<\/span><\/h2>\n
Answering a multiple choice question can trigger a follow-up. So while you can (and should) use their feedback to inform product and marketing decisions, you can also address the customer\u2019s immediate concern.<\/p>\n
For example, if a near-miss customer is upset about the shipping cost, present them with a free shipping code.<\/p>\n
![\"Qroo](\"https:\/\/qualaroo.com\/blog\/wp-content\/uploads\/2016\/07\/Qroo-exit-4-gif.gif\")
<\/p>\nThat’s a relatively simple example and one you can repurpose for a variety of different responses. You can take it a step further by passing the event data to Segment, where it can be passed on to a behavioral email tool like Customer.io<\/a>. If a customer tells you that the shipping is too much, but still doesn’t buy, you can trigger a follow-up email. Notice that Bonobos offers free shipping and<\/i> 20% off to new customers.
\n![\"Qroo](\"https:\/\/qualaroo.com\/blog\/wp-content\/uploads\/2016\/07\/Qroo-exit-5.jpg\")
\nThe more data you have, the more you can do with it. Customer surveys are just the beginning.<\/p>\n<\/span>Getting Started with Exit Surveys<\/span><\/h2>\n
It\u2019s not easy to get targeted traffic on your site. In addition to learning from every visitor, you can provide easy options for increased engagement. Take a look at the short video below to see how to create and implement an exit survey on your own site.<\/p>\n