Know How to Increase Your Conversion Rates Using Surveys

Surveys are invaluable tools for businesses seeking to gather valuable feedback and insights from their website or social channel visitors. They allow companies to better understand customer preferences, behavior, and satisfaction levels. By implementing different types of surveys strategically, businesses can optimize their offerings, improve user experience, and make data-driven decisions. In this comprehensive guide, we'll explore various types of surveys that businesses commonly use.
 

Table of Contents

• How Surveys Help Make Businesses More Money
  • Market Research
  • Employee Engagement
  • Improved Processes
  • Quality Control
  • Risk Mitigation
  • Brand Perception
  • Customer Loyalty and Retention
  • Innovation and Competitive Advantage
  • Compliance and Regulation
• Common Types of Surveys for Businesses to Implement
• Conclusion 

How Surveys Help Make Businesses More Money

Surveys do more than improve operations of a business. Sure, they can help team members make the business and marketing run smoother, but there’s also hidden profits in doing this. Here are the top ways conducting surveys can boost a business in sales, leads, and more.

Market Research 

Surveys are a cornerstone of market research. They help businesses understand market trends, customer demographics, and competitor positioning. Armed with this information, companies can make informed decisions about product launches, pricing strategies, and market entry.

TruVISIBILITY's website builder offers many page templates targeted to whatever your business goals may be. Whether you need a page with a survey built in or if you want to make a simple landing page, you can view some of your options below.

Employee Engagement 

Internal surveys are just as important as external ones. Employee satisfaction surveys, for instance, provide insight into the work environment, morale, and potential issues within an organization. This feedback can guide HR policies and lead to a more engaged and productive workforce.

Improved Processes

Surveys can identify inefficiencies within an organization's processes. Employees, who are intimately familiar with day-to-day operations, can provide valuable input on how to streamline workflows, reduce bottlenecks, and increase productivity.

Quality Control

Surveys can be used to assess the quality of products or services. Gathering customer feedback on perceived quality issues allows a business to take corrective actions promptly, preventing long-term damage to its reputation.

Risk Mitigation

Surveys can help businesses anticipate and mitigate potential risks. For example, by regularly surveying suppliers or monitoring market sentiment, companies can identify early warning signs of supply chain disruptions or changes in customer preferences.

Brand Perception

Surveys can gauge how a brand is perceived by the public. This insight helps companies make necessary adjustments to their branding and marketing strategies, ensuring they resonate with their target audience.

Customer Loyalty and Retention

Surveys can reveal factors that influence customer loyalty. By understanding what keeps customers coming back, businesses can focus on building and maintaining those aspects, ultimately increasing customer retention rates.

Innovation and Competitive Advantage

Surveys can provide valuable ideas and suggestions for innovation. Customers often have insights into how products or services could be improved or expanded, giving companies a competitive edge in the market.

Compliance and Regulation

Surveys can help companies ensure compliance with industry regulations and standards. By regularly assessing their practices and gathering employee feedback, businesses can make necessary adjustments to avoid costly legal issues.

By actively seeking feedback from customers, employees, and other stakeholders, companies can make informed decisions, adapt to changing market conditions, and ultimately thrive financially and otherwise. 

Common Types of Surveys for Businesses to Implement

There several types of surveys businesses should consider implementing onto their website, chatbot, or even social channels like Facebook’s Messenger. Keep in mind that each kind of survey has a different goal for each business, so it’s good to decide why your biz may need a survey. Here, we’ll cover the purpose, how to build or use the survey, and the application of the surveys.

1. Customer Satisfaction Surveys

Purpose: Customer satisfaction surveys, often referred to as CSAT surveys, gauge how satisfied customers are with a product, service, or overall experience.
Usage: These surveys typically involve a single-question format asking respondents to rate their satisfaction on a scale, often from 1 (very dissatisfied) to 5 (very satisfied).
Applications: Businesses use CSAT surveys to assess overall customer sentiment, identify areas for improvement, and track changes in satisfaction over time.
Example: "On a scale from 1 to 5, how satisfied are you with your recent purchase?"

The example below shows an email survey from Hulu, which takes the recipient to a page on the site to complete the survey. 

2. Net Promoter Score (NPS) Surveys

Purpose: Net Promoter Score (or NPS) surveys measure customer loyalty and the likelihood of customers recommending a business to others.
Usage: Respondents are asked to rate, on a scale from 0 to 10, how likely they are to recommend the company to a friend or colleague.
Applications: NPS is a valuable metric for assessing brand advocacy and customer loyalty. It classifies respondents as Promoters (9-10), Passives (7-8), or Detractors (0-6), providing a simple and insightful way to gauge customer sentiment.
Example: "How likely are you to recommend our company to a friend or colleague? (0-10)"

3. Website Feedback Surveys

Purpose: Website feedback surveys aim to collect user opinions and suggestions regarding the website's usability, content, design, and functionality.
Usage: These surveys may include open-ended questions or multiple-choice questions that address specific aspects of the website.
Applications: Businesses use website feedback surveys to identify pain points, improve user experience, and prioritize website enhancements.
Example: "What do you like most about our website? What can we do to improve your experience?"

4. Product Feedback Surveys

Purpose: Product feedback surveys focus on gathering insights about a specific product or service, including features, performance, and usability.
Usage: These surveys include questions related to the product's strengths and weaknesses, user suggestions, and potential improvements.
Applications: Product feedback surveys help businesses refine their offerings, prioritize feature development, and enhance product-market fit.
Example: "What features do you find most valuable in our product? Are there any features you would like to see added?"

5. Market Research Surveys

Purpose: Market research surveys aim to understand customer preferences, market trends, and competitive landscapes.
Usage: These surveys include a wide range of questions, from demographic and psychographic information to purchase behavior and industry-specific inquiries.
Applications: Market research surveys provide businesses with essential data for product development, marketing strategies, and market segmentation.
Example: "Which of the following factors is most important to you when choosing a [product/service]?"

6. Exit Intent Surveys

Purpose: Exit intent surveys are triggered when a user shows signs of leaving the website, such as moving the mouse toward the browser's close button.
Usage and Example: These surveys often ask questions like, "What prevented you from completing your purchase today?" or "Is there anything we can improve before you go?"
Applications: Exit intent surveys help businesses identify and address barriers to conversion, potentially reducing bounce rates and cart abandonment.

7. Customer Support Satisfaction Surveys

Purpose: These surveys gather feedback on customer support interactions, including the responsiveness, helpfulness, and overall experience with support agents.
Usage: After a customer support interaction, users may receive a survey to rate their satisfaction and provide comments.
Applications: Businesses use these surveys to evaluate the quality of their customer support services, identify training needs, and maintain high service standards.
Example: "How satisfied are you with the support you received today? Please share any additional comments."

8. Employee Satisfaction Surveys

Purpose: You can even implement surveys to help your business from within! Employee satisfaction surveys assess the happiness, engagement, and opinions of employees within a company.
Usage: These surveys typically include questions about workplace culture, job satisfaction, and suggestions for improvement.
Applications: Companies use employee satisfaction surveys to identify areas of concern, improve workplace morale, and reduce turnover rates.
Example: "On a scale of 1 to 5, how satisfied are you with the onboarding training?"

9. User Onboarding Surveys

Purpose: User onboarding surveys help businesses understand the initial experiences of new users or customers. This is most common for services, such as software a client might use for personal or business reasons.
Usage: These surveys may include questions about the ease of sign-up, initial product impressions, and any difficulties encountered during the onboarding process.
Applications: User onboarding surveys guide businesses in refining their onboarding processes to ensure a smooth and positive introduction to their products or services.
Example: "How would you rate your experience using the tools in our platform?"

10. Post-Purchase Surveys

Purpose: Post-purchase surveys collect feedback from customers immediately after they've completed a transaction.
Usage: These surveys assess the overall buying experience, product satisfaction, and post-purchase support.
Applications: Post-purchase surveys help businesses understand the factors influencing buying decisions, identify opportunities for upselling or cross-selling, and gauge customer loyalty.
Example: "How satisfied are you with your recent purchase? Would you consider buying from us again?"

11. Social Media and Content Surveys

Purpose: Social media and content surveys gather feedback on the quality, relevance, and effectiveness of a company's social media posts, blog articles, videos, and other content.
Usage: Questions in these surveys may focus on content preferences, engagement, and topics of interest.
Applications: Companies use these surveys to refine their content marketing strategies, create more engaging content, and build a stronger online presence.
Example: "What type of content would you like to see more of on our social media channels?"

The example below shows a Facebook post from SiriusXM The Message, a radio station, that is asking for followers to participate in a survey that is linked to their site.

12. Competitive Analysis Surveys

Purpose: Competitive analysis surveys help businesses gather insights about their competitors, including strengths, weaknesses, and market positioning.
Usage: These surveys may include questions about competitor perception, product comparisons, and preferred brands.
Applications: Companies use competitive analysis surveys to refine their marketing strategies, identify competitive advantages, and adapt to changing market dynamics.
Example: "When choosing products in this category, which brand do you perceive as the most innovative?"

13. Usability Testing Surveys

Purpose: Usability testing surveys are conducted after users engage with a website or app to evaluate its ease of use and user-friendliness. This isn’t to be confused with user onboarding surveys.
Usage: These surveys include questions about the user's experience, navigation, and any difficulties encountered while interacting with the platform.
Applications: Usability testing surveys help businesses uncover usability issues, make user interface improvements, and enhance the overall user experience.
Example: "Did you find it easy to navigate our website and complete your task today?"

14. Subscription and Membership Surveys

Purpose: Subscription and membership surveys are used to gather feedback from subscribers or members about their subscription experience and preferences.
Usage: These surveys may include questions about subscription benefits, content preferences, and renewal intentions.
Applications: Businesses use these surveys to retain subscribers, tailor subscription offerings, and optimize the value they provide.
Example: "Which subscription benefits do you find most valuable, and why?"

15. Event and Conference Feedback Surveys

Purpose: Event and conference feedback surveys collect attendee feedback on the quality, organization, and content of events or conferences. This can even apply to webinars, which are generally great for therapy or coaching businesses.
Usage: These surveys ask questions about session content, speakers, networking opportunities, and logistics.
Applications: Event and conference organizers use feedback surveys to improve future events, enhance attendee satisfaction, and attract more participants.
Example: "Please rate the sessions you attended at our recent conference."

16. Nonprofit and Charity Surveys

Purpose: Nonprofit and charity surveys aim to understand donor motivations, preferences, and attitudes toward charitable causes. This is similar to many surveys surrounding the type of products leads may want to buy from a business, except the data will be very different and developing a “product” or “service” will not necessarily apply here.
Usage: These surveys inquire about donor motivations, preferred donation methods, and charitable interests.
Applications: Nonprofits use these surveys to refine their fundraising strategies, build donor relationships, and better communicate their impact.
Example: "What causes or issues are most important to you when choosing a nonprofit to support?"

17. B2B (Business-to-Business) Surveys

Purpose: B2B surveys collect feedback and insights from businesses that are customers or partners. A B2B may be a video editing software company that has partnered with film studios or marketing firms from across the globe, for example.
Usage: These surveys address topics such as the quality of business relationships, satisfaction with services, and opportunities for collaboration.
Applications: B2B companies use these surveys to strengthen relationships, identify areas for improvement, and tailor their offerings to business clients.
Example: "How satisfied are you with our B2B partnership, and what areas do you think we can improve?"

18. Accessibility Surveys

Purpose: Accessibility surveys assess the user-friendliness and inclusivity of websites, applications, and digital products for people with disabilities.
Usage: These surveys ask questions about the ease of accessing and using digital content for individuals with various disabilities.
Applications: Accessibility surveys help businesses identify and address accessibility barriers, ensuring that their digital offerings comply with accessibility standards and regulations.
Example: "Did you encounter any difficulties using our website, especially if you have a disability?"

19. Educational and Training Surveys

Purpose: Educational and training surveys assess the effectiveness of educational programs, courses, and training sessions. This could apply within a business to get employee feedback, but it doesn’t have to be. It could apply to businesses with training as their main service.
Usage: These surveys ask questions about course content, instructors, learning outcomes, and suggestions for improvement.
Applications: Educational institutions and businesses use these surveys to enhance course quality, adjust curriculum, and improve the learning experience.
Example: "How would you rate the quality of this training program, and what improvements would you suggest?"

20. Risk Assessment Surveys

Purpose: Risk assessment surveys help organizations identify, evaluate, and mitigate risks associated with various aspects of their operations. These are very common in businesses of all industries and sizes.
Usage: These surveys ask questions related to potential risks, vulnerabilities, and the effectiveness of risk management measures.
Applications: Companies use risk assessment surveys to enhance risk management strategies, reduce exposure to threats, and ensure business continuity.
Example: "What are the most significant risks you believe

Conclusion

Placing surveys in your contacts’ emails, on your webpages, social media platforms, chatbots, and more can greatly impact how successful your business becomes. Think of it this way: If you continue to do the same thing in terms of communicating with clients more clearly or designing products that don’t sell, will any of this make the business money? No. Collecting data is the main purpose of all surveys. We hope this guide helped you decide which type of survey would benefit your business the most.

Check out what TruVISIBILITY’s Sites app can do for your business, especially when the other apps in the all-in-one marketing suite are integrated. Add a chatbot to your blog page, any type of survey, or a CTA (call-to-action) button that will garner you more leads and sales. You can even add surveys to your site with ease!