“golden questions” that reveal exactly why your website's visitors aren’t converting
DESCRIPTION
The easiest way to understand why visitors aren’t converting is to ask them. But what questions should you ask? In this webcast, you’ll discover * Six “golden questions” that we use to reveal exactly why visitors aren’t converting. * A new way to think about questions, which will make it easier to know what to ask in any situation. * Why we use the survey tool Qualaroo, and some inventive ways to use it to identify conversion opportunities. The webcast is co-presented by Sean Ellis and Dr Karl Blanks. Sean Ellis is the CEO of Qualaroo. He has helped to grow some of Silicon Valley’s most successful startups, including Dropbox, LogMeIn and Eventbrite. Dr Karl Blanks is the co-founder of Conversion Rate Experts, a consultancy whose client portfolio includes Apple, Google and Facebook. You can watch the video of this talk at http://www.conversion-rate-experts.com/questions/TRANSCRIPT
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“Golden questions” that reveal exactly why your visitors aren’t converting
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“Golden questions” that reveal exactly why your
visitors aren’t converting
Sean Ellis, CEO Dr Karl Blanks, Chairman
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How we became “conversion obsessed”
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Google took notice
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Our results Our clients
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Understanding the visitor is a
core step
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Most businesses realize
the importance of surveys
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But
few surveys get back actionable information
that improve conversions
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Remember these principles
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It's better to err on the side of asking too few questions…
Principle 1:
…rather than ask too many
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You might as well throw the response in here
The only thing worse than not asking questions…
…is to ask them and then do nothing with the responses
Principle 2:
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? Principle 3:
Ask the right questions
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Surveys aren't something you should do then forget about;
build different questions into a regular plan of gathering visitor intelligence
SALE
“ SALE ? Psychogram
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Questions throw light on the Psychogram
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Qualified noes
Conversion Rate Experts has plenty of questions for each
objective and visitor
Customers who bought
moments ago
Existing customers
“ SALE
?
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Now, let’s say we’re selling a turbo widget
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Qualified noes
Before we get started, we need to decide who we’ll survey:
Today, we’ll focus on this chap
Customers who bought moments ago
Existing customers
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Understanding the people who did buy, allows you to
the scales for people who didn’t
tip
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Understand position relative to your competitors
SALE
Uncover where customers come from
Discover appeals
Understand reservations
?
Next, let’s make sure our questions tackle key objectives:
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Objective: Uncover where customers come from
“Where exactly did you first find out
about us?” SALE
?
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Don’t force the visitor to shoehorn their response into a prewri!en
dropdown field. (e.g., not “Google,” “Magazine,” or “Friend”)
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Objective: Identify appeals
“What persuaded you to purchase
from us?” SALE
? Or “Please list the top three things that persuaded you to use us rather
than a competitor.”
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You may think it's all about price or some other factor, but let your customers tell you what motivated them.
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Objective: Understand position relative to your competitors
“Which other options did you consider
before choosing our Turbo Widget?”
Or “Which of our competitors, both online and offline, did you consider before choosing our Turbo Widget?”
SALE
?
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You may think you know who your competitors are, but answers to this question may surprise you.
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Qualified noes Customers who bought moments ago
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Qualified noes Customers who bought moments ago
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Qualified noes Customers who bought moments ago
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Next, one of the
best questions for identifying what’s stopping
qualified non-buyers.
Qualified noes Customers who bought moments ago
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Objective: Understand reservations
“What's the one thing that nearly
stopped you buying from us? ”
Or “What was your biggest fear or concern about using us?”
SALE
?
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A question we
l ve. “What was your biggest challenge,
frustration or problem in finding the right Turbo Widget online?”
SALE ?
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Never mind that you may receive impractical ideas;
all you need is a single great one that you haven't thought of
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Why we use Qualaroo
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But first…what is Qualaroo? § Friendly prompt to answer a question
§ Understand website visitor needs/issues
§ Target page, # visits, time on page, etc.
Inventive ways to use Qualaroo,
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People not taking a desired action
Why not?
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All about conversions, including…
§ Trial sign-up
§ Email opt-in
§ Revisit content
§ Open an email
§ Purchase
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Inventive (and simple) use #1:
Request for email
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Results
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Inventive (and simple) use #2:
• Webinar invite email response rates • Starts with right webinar topic
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Client undisclosed
Inventive use #3:
• Triggered by cart abandon prediction setting
• Identified cart browser issue
² Caused $60K in lost sales
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Short-term friction / long-term results tradeoff?
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Inventive use #4:
• Uncover needs ² Position solution appropriately
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Now Qualaroo for mobile
Inventive use #5 à Yours!
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What you should do now
Free trial: app.qualaroo.com/plans
conversion-rate-experts.com/learning-zone/
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Any questions?
Free trial: app.qualaroo.com/plans
conversion-rate-experts.com/learning-zone/