 Great, so today I'm going to talk about using surveys to better understand your users or clients or customers or visitors Whoever interacts with you on a digital basis or even analog if you're doing surveys in a mall that some of these would still apply So whatever word you want to use instead of users would still apply So real quick about me. That's me. That's my four-year-old daughter I'm the founder of something called quiz and survey master. It's a plugin for WordPress that allows you to create quizzes and surveys I'm also an adjunct professor at the University of Florida where I teach web development And then I'm the co-organizer of WordCamp Jacksonville and you can find me on Twitter there So we're gonna go over a lot of different parts of surveys But one of the things I want to talk about first before we get too far into surveys is something called bias Now almost every survey you ever encounter will have some bias in it and when I say bias what I mean there is that There's something about the survey that makes users answer in a particular way or maybe not answer at all Which is going to skew some of the data now almost all surveys and every survey results You ever read is going to have some bias in it even surveys that you create the goal is to avoid that and limit it as much as possible So in this case It can occur from anything from overall design of the survey and come from the users of how the type of users you're marketing towards They can come from how you word questions There's lots of different factors into whether you have bias in your survey or not So a simple very basic example is if you had this question, do you drive recklessly? Maybe you want to know if people are bad drivers if you ask someone if I go up and I go hello, sir Do you drive recklessly? He's not gonna say yes. No one says yes I don't know maybe you are very confident in your recklessness, but most people are going to say no Instead you might want to say something like how many speed tickets have you had in the last two years or something like that That's a little bit more factual That's not gonna say. Oh, no, I'm not a reckless driver. No one's gonna say that So this is an example very basic example of what bias could be based on how you word your questions so one of the main types of bias that I encounter is user bias and what user bias is having things Word in a way or survey setup in a way that is biased towards certain types of users of certain experiences or background or life So here's an example that the majority of the young adults in the country You use their mobile phone for most of the web usage they do so most of the emails they read are on mobile Most of the forms they fill out they're using on mobile So if your overall website design and your survey design does not work on mobile Then you're probably gonna have a lot less young adults answering your survey which will mean your data will skew towards older generations So that's a very another example of how bias works. Does that sort of make sense? At least what the concept is I'm gonna go over some more bias, but does everyone understand the concept of bias before I go Okay, great So another example is that sometimes depending on your type of survey you're creating or your industry You might ask for some sensitive information Maybe particular location they live or certain activities they partake in and maybe there's certain demographics That try to avoid answering those type of questions So by having that in the survey making it required those demographics may choose to not complete your survey Which will skew your data away from those type of people. So for example This is why the census is heavily debated the type of questions They include in there if they include questions about citizenship or things along those lines They have a less percentage turnout of people completing it So to avoid those situations they purposely word questions away and remove some questions that will prevent people from answering it So that's how the user bias can be affected based on their background and not your questions themselves But what's going on in the user's life and that's something you want to think about when you craft these surveys So a couple things about avoiding user bias. You're gonna do a few different things one is always this is Web design 101 as testing your survey or your site on almost any device you can this would include things like cell phones and tablets and Computers this would also include things of accessibility such as screen readers You would want to check these various things to make sure any demographic can complete your survey That's a really big important factor Another thing is if you're going to have sensitive fields and you have to ask for it Being very clear that it's confidential and it's not being used in certain purposes and you're not sharing with someone That'll at least alleviate some users who would be who would be deterred when they see those kind of questions And then lastly there's also certain demographics that whereas time is very precious to them And they might not want to complete a random customer survey So for example, you might you probably get surveyed questions all the time from like Walmart or Amazon or companies that maybe you're like Yeah, I don't need to answer that survey now if you're the type of person in this particular case the example a single mother is working multiple jobs There's lots of demographics that are very time constrained and they're not really encouraged to answer some random site survey And that is where incentives could come in to help get some more of those seven demographics to complete the survey to make sure your data does not Misrepresent by not having those demographics there. Does that sort of make sense? So in addition to user bias, I also want to talk about question bias How you word your questions like the do you drive recklessly question earlier can skew the data vastly So you want to be very careful how you phrase the questions So this example here is a question you might have you might have come across at some point in your WordPress journey There's this WordPress plugins are crashing sites and having strict review processes by the WordPress foundation is a must Do you agree how that's phrased almost everyone has encountered the white screen of death where you've updated a plugin or you activated it or something And your site crashes. That's it. That's a situation. There's 70,000 plugins in the repository by so many different plugin developers That's something that could happen and a lot of people have encountered that so when you word a question quite this way You're gonna go. Wow. I've encountered that before you're gonna get a lot more yeses than you normally would just because they have had that Frustration even if they may not entirely agree how it's phrased They're gonna it's gonna immediately censor. Oh, that they're gonna make a little angry Maybe they're gonna remember that time when they lost some money. So yes, that is a terrible situation So this would be an example of data that's gonna be skewed because of how we worded the question Now most of the time will be you should be wanting to avoid this kind of bias But there's a lot of organizations and companies that will purposely introduce this bias to get the results They want this is very common at politics when you go to one news site and a new another news site And they'll say oh these are the results and it'll be almost the same Topic and yet one will skew heavily one way and one more because they were they purposely worded their questions to get The results they want So that's another area that they're so they're using question bias They know it and they're purposely using it to skew the data to show their users Oh, this is what people are saying when it may not be reality. So that's another thing to consider Now questions can also be about topics and are worded in a way that the user may not know of so depending on your demographic Depending on your industry. This may or may not apply but it's all if you if they come across a question and it's like Oh, how many times has your site crashed or how many times? Have you used this plug-in and if they're not familiar with it and there's no like I don't know option And there's no option there for other things long They're just gonna randomly select one which is gonna hurt your data and the integrity of your data So you always want to have something like I don't know or other or something along those lines So in case they encounter that there's some option they can check and check that's not gonna be completely random That's gonna hurt your data even if it's something that you're Sure that it's pretty much one way or the other Like certain maybe demographics Maybe you have like age ranges or things along those lines or you're pretty certain everyone should fall in here You should still have that other option just in case someone goes well I don't really quite fit in here, but I could fit here and so that you don't want to get that situation So you should almost always have that extra option. So here's that first wrong way. Sorry Here's that question the plug-in question reworded a little bit differently to try to get some of the bias out of it So instead of before I said wordpress plugins have the potential to crash a site Knowing this how do you feel about the review process by the wordpress foundation and instead of being a yes or no It has it should be stricter. It's fine as is or it should be less strict Does that sort of makes sense how the difference between our first version where we were saying? Oh, everything's bad and we should make it better. Do you agree yes or no? Whereas this one's kind of like this is a fact What do you feel about the process overall and there's a better worse or equal? Does that sort of does that make sense the difference there and how this one? Reduces some of the biases and then like I mentioned a second ago You should always try to include some sort of opt-out choice such as I don't know or undecided or maybe an other depending on the type of question You should almost always have something like that to prevent people randomly choosing options So now that we got biased on a way I want to touch on one other thing that you might use something surveys I'm gonna go over in just a moment you could use towards segmenting your audience So this is more for mostly marketing purposes, but it could be for slightly other purposes The power of segmentation is that allows you to send relevant information to certain types of users within your audience and using surveys There's a couple items here, but using surveys you can segment your audience based on a couple topics So for example, maybe I have a large audience and I'm writing about Surveys and I'm also writing about business Not everyone's gonna read want to know everything I'm writing about maybe they only want to read about surveys Maybe they only only want to read about business Well, you can segment these audiences and you might have come across this term in marketing automation or some of the other marketing sessions Where you can segment and only send them the intro the information they're interested in or that's relevant to them Where you can use surveys to achieve this So for example This is a fairly straightforward one if somewhere in your survey you have something like which of these topics Would you like to see us write more about then you could have those different answers so if you had maybe surveys business and My pet cat and they whatever they select you could tag them in your marketing automation software so if you're using such like MailChimp or Active campaign or any of those other ones you could theoretically have each of those answers tied to a different tag So you would they would get that tag so you could send them relevant information So this is one that we use at Quiz and Survey Master One of our questions is what kind of quizzes and surveys do you use so we might have like education quizzes? We might have lead generation quizzes We might have general surveys and based on what people click there We'll send them different types of marketing campaigns or even guides or introductions to those different types of usage So this is another one out of the following features on the current roadmap Which one do you need the most so then we can also use our segmentation here So if someone says oh they're using this whenever that feature gets close or we want to get more info We can send information directly to only the users that are interested in that So that's another way we could use some of these questions within our survey to kind of segment our audience to send them relevant information Does that sort of make sense? I know that's a little bit more marketing than we're going to go with the rest of the talk But I just wanted to mention that since that is a very common usage in surveys at least on digital versions. Yes Questions such as which of these would you like us to write more about versus rank these topics? It depends on exactly what you're trying to achieve I'm going to go over a couple different types of surveys in just a moment So if I don't answer it over the next several slides, we'll revisit it and I'll answer it then So the next several sections here I'm going to go over a couple different types of survey categories and then give you some usage and then some example questions The first one is the user research survey And this is one that you've probably encountered quite a bit at various companies and this is the one that kind of goes Well, who are our users? Who's our demographic? Like what do they want? What do they do? And that's what you're trying to achieve with this kind of survey So you might have answered a Walmart survey or an Amazon survey or one of those where you have to kind of say about your Demographic and what you do maybe your average income at various aspects and that's their version of their user research survey They're trying to understand their audience And these are ones that you probably don't see that often These are usually ones that you see very rarely. They're sent less frequently because they're very long and These are also ones that usually have on average about 20 questions and take around 10 to 15 minutes a fleet Depending on your audience and what you're doing. It could be much longer. It could be much less There's a lot of wiggle room there based on what you're doing But those are some of the averages So these are the type of surveys that you would focus on getting what the user who the user is and what they need So if you have a blog and you're writing about Cats and you have quite a bit of audience and you want to write maybe know who your audience is You would send out a user research survey Maybe once they sign up and that's the only one they'll ever get Maybe it's a yearly depending on how your users and how your demographic works But you would find out maybe who they are what where they live So you'd maybe have a country question or if you only focus on one country Maybe you have a state or province question You might have a question about income if that's something that matters to you You might have questions about what they use so for us We want to know like how many websites you manage or things along those lines It would be kind of a way for you to understand who your users are and You would have a collection of different closed Questions and some open answer questions So for example we want since this is only occurring once a year we want to get to know them We have a couple usually we recommend a couple open answer questions things about their life or their who they are things along those lines We also want some closed answer questions so you can kind of see analysis and aggregation So for example our question on how many sites do you have we do that one as closed answers We do like one one and then two to five and then maybe six to ten and that way we can say Okay, we want to see we want to learn about our users who have you know six to ten websites And then we can review the open answer questions within that category So by having that collection there it's easier to aggregate some of the data and then only look at the open answer questions Of certain people that fit a certain characteristic. Does that sort of make sense the combination there? So some example questions would be what for us we say what led you to look for a quiz or survey plugin So these kind of questions like what led you to our product or what? What were you looking for when you come out come across our site things along those lines? Hope you understand where these people are coming from and what problems they're trying to solve This is another fun one We like to include is what is your biggest pain point when it comes to x and x is maybe what you're trying to solve What your company does what your client does anything along those lines? And then maybe if you're sit marketing to people who have websites you might say how would you describe your website? This would be more of an open answer question And then you would also say something maybe what nearly stopped you from using us So most of the time that when we use and when we recommend it to our users to use this type of surveys Maybe if you have an email marketing campaign So you have maybe someone where you people can subscribe to your site or subscribe to your product This would be usually the first email or maybe the first somewhere in the beginning funnel of your email Have a link to this survey so you can understand your user Who are these new users where they coming from? What are they doing thinking things along those lines? And then we don't usually send another one of these out ever to the same user now If you're in a demographic that people are maybe growing maybe you're in a teaching Market or maybe you have a lot of people who are changing their lives quite a bit depending on the industry You're in you might maybe do this yearly or every two years something along those You wouldn't want to do this often because then no one's going to answer it You're not you probably wouldn't want to answer a 30 question survey every single week You probably want to even do that every single month So we usually recommend once a year or maybe once per user depending on your industry You could probably get away to twice a year, but then you're going to probably start seeing a drop-off of users completing it regularly Does that sort of make sense? Does anyone have questions so far? I will be posting it on Twitter and then It will be on slide share as well, but you'll only be able to find that through my Twitter probably so It'll be the best spot So in addition to user research surveys the other one is user experience surveys So user research usually focuses more on their demographic or how they found you who they are what they're doing Whereas experiences what how they experience with your brand your product maybe your Whatever you're selling Things they've read about you things along those lines So this is more of getting feedback on usage or implementation or interaction Depending on your what you do this would be more about their experience with you So it allows you to gather some feedback about the user's usage and perception of your site and product These are usually shorter ones. So these are usually five to ten questions focus on actions by the user So instead of the other the user research survey category focuses more on about the user themselves This is more on the actions of the user So we recommend aiming for five minutes or less to complete So this would be something fairly quick like hey Can you take this quick five-minute survey depending on your market? You might get away with a little bit more depending on if you have any incentives or if it's something that's That makes sense and you are very clear of why you're doing this You might better get away with a little bit more But we recommend usually five minutes or less to aim for Now so you want to get a good mixture of open answer and closed answer questions for getting on usage You want to really know if they have a pain point you want to know what that is if you had a closed answer there It might not give you enough information about what their frustration was So if you have a product or maybe you have clients You want to get some information from them about what their pain point was or what their frustration was or what they really liked about you You want to get some actual text? So you want to have a handful of open answer questions if possible But you also want to keep in mind that you want some closed answer questions so you can filter by that data So for example, do I have you? Actually, let me go back one. Oh, sorry So for example with the closed answer what we do is We can filter by we have a question such as how would you rate us on a one to ten scale? Like you've probably seen a question like that by other products How likely are you to recommend us one through ten things something along that nature? And then so we can filter we can go Hey, let's look at all the users who said six or less And then we can filter by that and then look at all the open answers to those type of users So I'd highly recommend using both both open answer questions They get a lot of more information and then the closed answer ones to be able to filter by certain demographics or certain use cases Now these I recommend usually doing maybe once a quarter or maybe three times a year You could do two times a year if you have a A product or a service that doesn't change that much and usually it's the fairly Signed experience with you But if you're maybe doing something such as products or various other aspects You probably they might have different experiences over time So it'd be useful to get this a little bit more frequent So example in our case this example question we use is how responsive has our support team been to your questions or concerns And then what are three ways that we can improve whatever product or service that you're using And then how likely are you to recommend us to a friend? Those are three great questions that most people end up usually using some version of that depending on what you're doing And what's great is if you have the very first one how responsive as our team that's a closed answer Maybe you have like amazing and then okay and then bad and poor and so you can filter by that and say Oh, well show me all the bad bad that they say it's fairly bad and then we can look at some of the open answer questions Based off that And then what we do is since we do send this out once a quarter ish then we can filter this over time So we can say okay how happy was everyone with our support team last time we did this and compare that to this time we're doing it And since it's closed answer we can easily compare we can see oh hey people are more happy with our support team now But they're not as happy as they were at the beginning of the year So having those closed answers we can kind of see how those are going over time And then we can filter then based off what we need to improve to see those open answers to figure out what's going on Is that yes I've seen mixed research in this because some people say having the less is It's less likely they're just gonna randomly click one And then some research shows by having the full length it's something that's so common they know exactly what those numbers mean the one to ten So I've seen results that kind of go both ways so there's nothing standard enough for me to really say one way or the other Is that sort of answer the question Any other questions on that so far Okay So what are we gonna do this data I already talked a little bit but one was comparing time periods So like I said before you can compare how users feel about your brand or their experience with it between maybe the first quarter and the second quarter And then you could filter more by questions like I said I don't know a couple examples but this one is if we had our question of how many sites you use We can say well let's see how everyone is how happy are people that have one site versus people that manage ten sites By having that as a closed one we can filter by that to kind of see how different people are interacting with our brand based off some of their demographics And then what's nice is that you can then share these things into graphs and PDFs and then share this maybe with members of your team or your clients or things along those lines Or even if it's just yourself sometimes it's nice to have just a PDF of these results So that's how we usually treat experience surveys it's something that we do regularly when comparing contrasts generate some graphs and PDFs with Share it with our team sometimes we'll even post it on our website if it's good news so things along those lines Does that sort of make sense the experience survey Okay So pre-sale surveys now I say the word sale here but this could mean any conversion you're trying to do if you're trying to get them to buy something You're trying to get them to sign up to something or join a webinar or anything it could be any sort of conversion but they usually call these as pre-sale surveys And what these are is you might have seen something along those lines this is a tool called hot jar but you've probably seen this in a variety of different formats Where you have a quick question if you try to leave the website or if you try to not do what they want you to do So in this case the one on the left says is there anything preventing you from signing up at this point and it's a quick closed answer They just choose one real fast and the one on the right is do you have any questions before starting a free trial and that one's more open answer And so the difference here is that this will be very quickly the one on the left will be very quick for them to submit and choose one And then do whatever they're doing and it's very quick you if you have an idea of what the problems already are If you're not sure what the situations may be the one on the right is much more useful to get actual words And be like oh that's what a lot of people are having issues with and then you could probably narrow it down into a closed answer from there So usually when you do something like this you usually start with open answer and then move towards closed answer Depending on the problems or situations you're trying to solve with this type of question So You wouldn't use both of those examples on the same No, no you would be using one of these and preferably only on a certain part of your website You wouldn't want it on every single if you have a store with ten products you wouldn't have that on every single product per se So and the goal of this is why didn't they why the customer didn't buy or why did the visitor not send up to your mailing list Or why this person not joined the webinar whatever you're trying to get them to do that's the kind of data you're trying to get here Is why did they not do the thing I want them to do So these are usually quick think of one question type things as you saw both of the examples were one question I've seen some that are two or three, but most people don't actually take the time to answer those They're not happy with your brand and they're leaving your website They don't want to spend five minutes to tell you why so you want something that's very quick to answer This is great for closed answer questions like the example on the left that way on the last slide But you could get away with an open answer as long as it's something short you're asking them But if you're asking for six paragraphs, they're not going to fill it out So aim for one question something that would take very fast for them to answer and then move on Now these are usually aimed like I said at people who may not buy So a lot of the tools like hot jar the one on the screenshot from before they have an option We even say hey show this people who are about to leave and that's usually a good way So a lot of the pop-up plugins you might have come across pop-up maker and I want to say WP pop-up I think that's one a lot of them have that a similar option where it's exit intent or something along those lines You would also maybe have it there as well. Yes I'm looking at this particular slide with personal experience It's like okay, what if for whatever reason I'm not going to pursue I'm not going to give you my email address I'm not going to opt in whatever and at that point it's like I'm done here. I'm out of here You know, so I don't care to answer any of your questions So yeah, and then I guess that's just affirming what you just said I may or may not click on that one bad click response, you know, it's like I'm done Whatever reason I'm not interested and I'm moving on And typically you're not going to get every used visitor to fill out the server That's just that's not going to be realistic across the board You could expect maybe 10 to 20% and that's even still high But still if you have you know a couple hundred people come across your website That's still be 10 to 20 people who've answered it and that might be enough information to go Oh, I need to change how this is worded or maybe this product doesn't make sense They're getting confused here so I can add something here To be my landing page of my offer Yeah, exactly, it could be your offer itself like hey do you have any questions here Why are you sent and everyone has a question because they don't understand your pricing So then you're like oh, okay, you know after you get five responses you understand there's a pricing issue So you usually don't need that much but it's nice to get as much as you can But realistically if you get 20% I would be amazed if you had it that high In this instance particularly it's like any little bit it helps Yeah, exactly So and like I said it's you want to try to display it after a user's been on the page for a little while And they're about to leave a lot of products call this exit intent So that's a phrase you might have come across if you use a pop-up plug-in or the hot jar tool Or anything along those lines that enable this and usually the term exit intent Or sometimes they'll just say when user's about to leave or something to that effect Yeah, politicians would call that your exit hole Sort of So a couple of example questions that we've had success with This one just implying that it would be quick to answer so we sometimes started with just quick question If you decided not to buy today what stopped you If you could change just one thing on this page what would it be That was a really popular one when we ran that one and we got a lot of interesting feedback Not all super helpful but a lot of them were so that was an interesting one to play around with Does our pricing structure make sense to you? And this one we tried as close answer yes or no and we tried as open answer just to get feedback It was nice as a yes and no so we could quickly see most people found this useful But the open answer was also useful to kind of get information of why they were confused So we kind of bounced between the both I'm not convinced either way is better than the other both of them were useful Close and open on that particular one So if you go to implement that I would probably suggest playing with both to see if you can get the information that you need On this last one Probably not but you know what if someone comes across and they're like you know I sort of get it But I'm still a little maybe yes or no when it be enough for them so maybe having a maybe or I'm not sure Something would still be beneficial in this case Another one that we like to use is what was your biggest fear concerned about purchasing from us That one we got a lot of interesting feedback for and then the last one is what's the one thing we're missing in Product or service or something along those lines So maybe you get a lot of people who come to your site and maybe you're selling a service And they're scrolling through and they're like only they did this and you actually did that And if so a lot of people enter that into the box you'll be like oh I need to highlight this more I need to move this up and make this more apparent that's useful information and know how to craft Maybe your landing page or your offer or your product page or webinar whatever the case may be That question we got a lot of insights from Is that sort of makes sense Have I confused anyone so far So opposite of presale then would be the post sale So again it doesn't have to be selling it could be just conversion you're trying to get them to sign up It could be a webinar whatever the case may be So this one our example here is on the left the one we're currently using today So this would be after they did whatever you want them to do So if you wanted them to buy something this would be maybe on their purchase confirmation page Or if you wanted them to sign up for email list this might be on the thank you page It would be whatever after they did what you wanted them to do You're trying to get insights as to what made them or what led them to actually do it So and this actually across all the things we do this tends to get our highest conversion rate We some months will average almost 20% conversion rate Which if you're in marketing at all you know that's an astronomical conversion rate Most like sign up lists and things average around 2 or 3% And a lot of other surveys we do average around 5 to 10% So getting a 20% conversion rate is amazing Now we say aim for less than 3 a lot of users of our product have 2 or 3 questions And they seem to be going okay but in our experience when we tested our own site The one question got us the most response and that's what we want We want to get as much information as possible So this particular question quick question what persuaded you to make or your purchase today Out of all the variations we tested this gets us the most information And since they just purchased from us theoretically they're happy about us They like our product there so sometimes they'll sit there and type an entire paragraph And we can use that going oh a lot of people phrased it this way So we'll add that back to our marketing page which helps more people end up buying So that question we've gotten lots of insights from And a lot of time we've reworded sections of our website Based on what people put into that question Sorry that very last point is very important If you do have some sort of process where you're going to use presale or post sale surveys Only use one don't use both We tested it and a lot of people got angry They do not want to see post sale surveys popping up And then post sale surveys we had a lot of people get very angry at that They're very vocal don't use both use one or the other And then you could switch between it if you want to try to improve Maybe your purchase page or subscribe to our webinar page You can use some post presale ones for a little bit And get some data and then use some post sale ones you can alternate Or just don't use both at the same time So a couple example questions I thought that the main thrust of the presale survey was why did you not buy Yes So if they did not buy why would they ever see the post sale Well so in a scenario and this happens quite a bit So maybe they're doing some research and they're trying to decide the right product So they have a lot of product pages open They go to closures a couple times They'll see this presale one maybe three or four times And then after they buy it they see it So that's it doesn't happen that much but it happens enough And the users that it does happen to get really frustrated So that's you just want to avoid as much as possible So a couple example questions that we played around with that have we found success with That's the one that I just showed in the screenshot That's the one we're using today And then this is another one we used If you have a moment can you let us know how did you find out about us So if you want to get a little bit more insights into how people that are buying or finding you That would be a good one to play around with What nearly stopped you from completing your purchase This was a fun one because we got a lot of good feedback that was slightly negative If that makes any sense so they would be like oh well I was really hesitant Maybe your support wasn't fast enough or I wasn't sure if this was going to work But we're so you find a lot of things that were like That you if you addressed a little bit more in your marketing page You could convince the people that didn't buy for that same reason to actually buy So that was a really helpful question that we played around with And the last one is just your simple one to ten one This is great as a closed answer so you can kind of keep track of satisfaction over time Of people who are buying from you or whatever the case maybe that you're trying to get them to do Does that sort of make sense? Does anyone have questions on that? I'm really intrigued with the granularity here I mean for numbers, geeks, I mean this is unlettable time On that last one did you happen to split test with ten being the best What would you rate us or how would you rate us to split test those? I did not split test that particular phrasing I split test almost everything but that particular phrasing I did not split test In theory I don't think you would see that much of a difference Mainly because of the conversion rates of already how the post-sale survey is But it would be worth testing if you went down that road I was just curious, I'm just amazed at the level of detail that you know about this Well just that one of my main products is a survey tool So we do help a lot of people so that gives me abilities to test a lot of different questions out So when it comes to post-sale I've already mentioned a couple how we use this data a little bit But just to clarify one of the things is look for possible problems that customers encounter So if you have a lot of open answer they might have a lot of feedback of Oh well I was really confused by this or I wasn't sure if it's going to work for this Or your pricing didn't make any sense so those would be some things that you could reincorporate Into fixing maybe technically or clarifying on your marketing pages or your marketing emails Look for indication that the product is not a good fit for the customer So a lot of people if you've done anything with marketing before You know finding the right customer and getting them to buy a product Is a lot easier than finding the wrong customer and trying to get them to buy a product So you can see based on some of these questions of oh hey how did they find us Are they a good fit? How could we have worded the pages or our marketing better To attract more of this type of person versus that type of person And this survey is very good for those type of cases And then you can review data regularly for any immediate changes that need to be made So if you suddenly have if you usually have positive ratings and you have good Interesting feedback then all of a sudden you have a lot of really bad feedback And various insights that might be something like hey we did something differently That isn't working out too well or we did something recently and it broke something Monitoring this data regularly will be helpful for that So for example our post-sale survey we use a tool to aggregate all the results And once a week we get emailed all the results from our post-sale survey So that way we can kind of monitor it regularly to see if there's any insights that we need to act upon fairly quickly And then again review over time to test changes So before I've talked multiple times about filtering data based on maybe time period or things along those lines It would still be useful even for post-sale surveys as well So a couple tools I want to mention that you can use to do something like this So hot jar is one of my favorite ones They do have a free plan I think they sell a free plan That you can use and it would be your single site And you can have maybe post-sale surveys or pre-sale surveys It's that little pop-up for a couple of times I screen-shotted that little green or sorry little gray box That was hot jar and you can have closed questions like a multiple choice You can have an open answer What's nice about hot jars is that it also includes some heat maps and user recordings Well on the scope of this talk but those are useful that this tool would also include as well Now if you're looking for something more than the user research or experience surveys You're a usual survey monkey that I'm sure a lot of you have encountered before That one's great, they do have a free plan The issue with them is that they wouldn't be something you would use for post-sale or pre-sale Because that would be difficult to implement And then it wouldn't be super user friendly the ways that you would do it So depending on how you're doing you might end up using both You might only use one depending on what type of surveys you're creating Survey monkey is great because you can just send people to a link to do it So if you're sending out emails and trying to get people to do a user research email Or experience survey email, it's nice because survey monkey gives you a URL That you could include in your emails Same thing with social media, things along those lines It's a nice place you can send them to where's hot jar It would be something on your site So if you're trying to get people to go somewhere to do something You'd have to tell them, oh well go to this page And then look for the little pop-up in the corner And that wouldn't really be the best way So depending on what survey you're trying to do One of these two tools would be a useful one Now form plugins, a lot of you maybe have used Either Kodera forms, WP, Ninja forms You might have used Captain forms, you might have used Gravity forms There's a lot of great form plugins out there And a lot of these depending on what type of surveys you're doing What type of data you're trying to collect Some of the form plugins you may have already be using Might be useful still to do it that way So for example, the post-sale survey If you're just trying to get an open answer question Almost any form plugin could build a text box question type So you just go to Gravity forms or Ninja forms Or Kodera forms and create a simple form With a single question and embed that somewhere To do your post-sale or your pre-sale surveys So those would be another great tool That many of you may already be using And then lastly, mainly because it is mine I do at least have to mention it Quiz and Survey Master also does a lot of these as well So between all these tools A lot of the time most people already are using Either Survey Monkey or a form plugin So you could probably already go out and build A lot of the things we've talked about so far Using just something that may be already on your website Does anyone have questions on tools Or anything along those lines? How you would maybe implement some of the things we've talked about? Okay, well, something that would be very helpful Since this is a newer talk Is if you would tweet and just say something You found useful in this talk So that I can make sure I continue to improve it That would be very helpful If you have Twitter, if you don't You can ignore this slide But it would be very helpful, thank you And then last but not least Any questions that I can answer about I know we went over a lot of different stuff There's a lot to go over in a short period of time But is there any questions that I can help answer Or clarify for anyone, yes So remember back in the user bias section A lot of people will see a question like that And be like, oh, what are they going to do with this data? Or how are they going to see So you can, by having it You just have to be careful of how you phrase it And being required or not And clarifying what you're going to do with it So if people see an email field And they don't entirely trust you It couldn't lead them to not submit the survey So in order to make sure people submit the survey You want to either not use it Or use it and just make sure it's not required Or be very careful We're not going to share this with anyone It's just for us to reach out If we need to help Something along that effect As long as it's very clear What you're using for And maybe it's not required It should not hurt the data But if it is required And it's not clear It would hurt your data Do you want to answer your question? Yeah, definitely Usually I would say A lot of times when I do something like that I'm like, if you're interested Would you be willing to do this, blah, blah And then have an email field And then just be like, hey We're not going to share this with anyone This would be only used for this case And that seems to work well In the times we've experimented with it So I haven't seen a big issue But it would definitely be an issue If you just kind of put it there With no information and made it required Does that answer your question? Yes, I have I've done a bit of testing And we've tested both Having it on the purchase confirmation Had a better conversion rate Than through the email So at least on the test that we've done We tested the one question That we've narrowed it down to And I would imagine the results would be the same Regardless of the number of questions But in our case it was Almost three to four percent higher Conversion rate on the page As opposed to the email And our theory is that When you're there You're looking at the purchase confirmation And you already see it You type it in When you get an email A lot of people get a lot of email So you're like, oh And they never do So in our case Our testing showed that Having it on the page Was much more beneficial Yes So it's really tricky Because it really depends on your industry And what you're trying to do So something that through our testing We found the more relevant The incentive is to your demographic The more likely it will actually matter So for example If I ran a site for cat users And I was creating content If I said, hey If you sign up We'll send you a free iPad Okay, it probably won't be that big But maybe this free app Or something along those lines That might not appeal to them So it won't really help Regardless of dollar amount So I found in our testing Sometimes we would do something That's like $20 value Maybe like a raffle drawing Or something along those lines And our testing A $5 item that was more relevant Solved better conversions So it's not always the dollar amount That matters It's how relevant it is To your demographic And the testing we've done Usually across the board incentives help It just as long as it's relevant And depending on how you implement it So if you had the budget to go Every person gets $5 gift card That would be amazing But most people don't have that kind of budget So it's usually some sort of Maybe enter into a raffle And then having something Very clear of how it's going to process Will help conversions As opposed to something that's less clear Does that sort of answer your question? Any other questions that I can answer We're just about out of time All right, great Thank you so much I hope this was beneficial And you guys have a wonderful day