Feedback defines our lives in many ways. Let’s just think about it, without feedback we couldn’t improve or learn because we wouldn’t know what we do well or poorly. We would be full of questions. Am I doing it the right way? How could I do it better? I believe we can agree that this is of utmost importance and sooner or later everyone would like to get an answer. Especially, if the person is an entrepreneur. With a questionnaire popup, this difficult task becomes easy.
In order to get the right answer for a given question, we need to take in both the positive and negative feedback. Why? Well, positive feedback shows us all the things that we do well and right, so we should keep those elements. Whereas negative feedback, which most of us dread to read or hear, highlights all the things that should be improved, it reflects reality and we must take it seriously, and use as a crutch.
If we don’t ask our customers for their feedback, we won’t be able to better our processes. It doesn’t matter if we think to ourselves, we’re good at what we’re doing if our customers think otherwise; and as a consequence, leave our site. Not to mention, this will be apparent in our finances too.
If, however, we communicate with them they will feel more appreciated because they will see that their opinions are important to us. But how should we ask for feedback in a way that it would make the visitors answer our questions ?
But what can we do to not look too pushy? How can we ask for customer feedback so that our customers will be happy to help us?
The answer’s easy: use a questionnaire popup that created just for this purpose! 🙂
Nobody likes to create or fill out long questionnaires nobody has time for that. Creating a questionnaire and setting up the campaign takes only a few minutes, after that it does what it has to without “parental control.” Many people wonder what to ask their customers to make sure their answers will be constructive and how they will be able to build on that feedback.
Here are a few ideas:
- Ask for feedback regarding the products purchased, in order to learn from their experiences and improve the website accordingly.
- Ask the abandoning visitors why do they leave the site without purchasing.
- Give the opportunity for a written answer and not just the pre-determined points.
- If you have a specific problem with your site, ask for your user’s opinions, and remedy the issue accordingly
- Collect any type of feedback that you believe will increase your revenue
+1 advice: let’s first think through what is the reason behind asking feedback and adjust the tone accordingly.
+1 tip: we can use our customer’s feedback in a different way; so next to improving our site based on constructive criticism, we can display positive opinions as social proof. There is nothing more authentic for new visitors than to read other people’s positive experiences and being able to identify with them.
Flip.hu has also recognized the importance of feedback and they made these kinds of popups an integral part of their marketing strategy. We’ve chatted with Balazs Lakatos, about how did they get nearly 300 amazing feedback from their clients.
Hello Balazs, could you please tell us a bit about the company and the website?
Flip (www.flip.hu) was founded last May and is a telecommunication service, started by Telekom. It is a simple, and high-quality basic service for people who aren’t looking for anything fancy. It is a great, reasonably priced service where you don’t have to worry about signing a loyalty period. Our offer is simple, 100Mbps internet, 137 TV channels, out of which 31 is HD, and landline at a low price per minute which is, free among Flip users.
Flip offers something else when it comes to customer service.
Compared to our competition we don’t offer extensive personal customer support; instead, we provide our users with more of a DIY approach. We do this to be able to keep costs low. Indeed, this is one reason, why we want to maximize our online channel’s user experience.
What is your role in the company and what is your most significant responsibility?
I am responsible for Flip’s online appearances and online sales numbers as well as certain aspects of digital marketing and conversion optimization. However, I want to say that my primary goal is for Flip to be successful, and not only it’s online platform. I genuinely believe in omnichannel cooperation, which seems to be successful.
Who is your target audience?
Those people who want a high-quality service without strings attached. Let it be about cable internet, TV or telephone.
What kind of challenges did you face to consider conversion optimization?
Unlike the rest of the telecommunication service providers, we are entirely online, meaning we don’t have brick and mortar shops. This is why the conversion rate is of utmost importance for our brand to be successful. We saw from analytics, that many people visit our site, flip.hu, but for unknown reasons they left without ordering. We knew we have an awesome product offer and we could get the conversion rate higher. However, for that, we needed to do some research and testing. Thankfully, I got all the support and help I needed from my colleagues and we managed to achieve some great, quantifiable results.
What was your primary goal, that you wanted to achieve with it?
With the OptiMonk campaign, our goal was to understand those visitors who have got to a specific point in the sales funnel (given their address, and Flip is available for them) but haven’t ordered the service. We showed the exit-intent popup to these people. Based on the responses we learned what kind of information we should display on the site, in order to greatly improve the conversion rate.
What kind of settings did you use in order to achieve your primary goal? What about templates?
I have no idea, honestly. I was prepared to spend a whole week only creating one customer HTML template (we have quite detailed brand guidelines), then I just clicked into one of the easiest ready to go template; I’ve changed 3 colors and the results were just what I have wanted. Maybe I was lucky with the font and the font size, or maybe it analyzed the website and matched the font to it, I had no idea. I was amazed. The campaign itself was a questionnaire on the first page, an open question on the second (“Other Notes”) field on the other page and finally a thank you message at the very end.
Thank you for all your answers so far Balazs. Based on these, Flip created this questionnaire campaign to find out why do their website visitors leave without buying their service.
The template they used was the Berlin, with which they converted on 28.71% and more than 1.000 visitors saw this questionnaire.
Now, let’s have a look at how did they edit this template and what settings did they use to receive the most amount of feedback from their visitors.
The campaign’s first page they displayed those general options, which they thought was the reason visitors were leaving without buying and hopefully they could get valuable information.
Why is it important to provide options for your visitors to choose from? Well, firstly it increases the likelihood of them answering, many people wouldn’t bother to give their opinion, because they would assume it to be wasted time.
On the second page of the campaign, the visitors had the chance to express themselves in more detail and depth. They could tell their opinion on the service, supporting the idea that their view is important:
Finally, visitors were faced with a closing “Thank you” page:
Here, it’s important to note – as Flip has done as well – that we have to give the opportunity to our visitors to express themselves truthfully and in-depth regarding how they see what we’re doing well and poorly. Doing this is a good practice because if there is no relevant option in the questionnaire part for the visitor, the results will be inaccurate.
Yes, there still will be people who won’t express their feelings in this way, but we have to give them the opportunity to do so.
Now, let’s have a closer look at what kind of setting Flip used with this questionnaire to achieve such great results.
What were the settings that you decided on? (To whom, when, did you exclude any group, etc.)
The questionnaire appeared to those visitors who have provided their address and the service is available for them but decided not to go through with the order. For this kind of targeting, we needed to set a custom Event in Google Tag Manager. At this point, I got stuck, so I wrote to the support team who helped me out on the day and told me where I went wrong.
As the Flip was curious about why do people leave their site without ordering the service, the campaign was only shown on PC-s, on exit-intent…
…and only to people who have spent at least 3 seconds browsing:
Besides the above-mentioned conditions, the popup was shown to those visitors who haven’t been on the “Thank you” page, excluding those who already own the service and has gone through the sales funnel.
With these special settings, Flip could segment their visitors further and in turn, increased the number of people who filled out the form.
By only showing the popup to visitors who have not seen this message before and has gone through their sales funnel, Flip could keep the user experience smooth running on their website.
There are numerous solutions for gathering feedback from visitors; some are more effective than others. Why did Flip choose OptiMonk?
Will you tell us why did you choose OptiMonk?
I have looked at many software that offers exit-intent popups. I have trialed some, compared function, price, customer service, etc. As I did my research I realized, OptiMonk wasn’t the cheapest, however in knowledge and in customer service they were in a league of their own, incomparable.
How did you measure whether it was worth it?
I needed answers. In a short amount of time, I got them, thanks to the questionnaire. What was even better, is that I could easily export it and convert it into a diagram.
How long did it take to see the campaign’s results?
In a week I got all the information I needed, so I turned it off and focused on incorporating my newly found knowledge.
Measured in percentage, how much did your conversion rates increase with this campaign?
As it was more of an experiment, this isn’t realizable in a direct manner, yet.
Don’t be afraid to ask for our visitor’s opinion. Ask! If we don’t, we won’t get any feedback, and without it, we will have no idea whether we’re going in the right direction or not. Our visitors will be happy about it when we ask for their views because they will feel more involved and appreciated.
Flip dared to ask and with a well-targeted campaign, they reached their goal and received nearly 300 constructive criticisms, and now they are working on improving themselves to make their sales funnel more natural and more appealing to their visitors.
(Note: Do you have questions you want to ask your visitors too? If so here’s the perfect chance to trial OptiMonk for 14 days. Just click here and you can start building your own campaigns immediately.)