Why and How to Use On-Site Polls – RDAR #11

 

Your website probably has Google Analytics for tracking general usage, maybe it even has a tool like Reflective Data for more user-focused data like heatmaps and form analytics. This is great but for some reason, most companies are not using on-site polls on their websites.

An on-site poll is a small questionnaire that usually pops up in the corner of the website, generally triggered after a specific user action, such as exit intent. You have definitely seen one, chances are you have also filled in and submitted one. So why not leverage this great little feature to learn more about your website users?

Why Every Website Should Use On-Site Polls

Tools like Google Analytics, heatmaps and form analytics will give you a good overview of what’s happening on your website, what kind actions users take and where they usually drop off. What these tools are not so good at is telling why the users do what they do. And without knowing why the users take certain actions, it’s very difficult to gear them towards doing something you want.

This is exactly where the on-site polls feature comes in. Instead of guessing, you can now ask your users directly what they think and what’s behind their behavior. As users are not asked to identify themselves, they tend to be rather honest.

The answers you receive will give you a very good overview of what kind of people your visitors are, what they think about your business and what motivates them (not) doing business with you. Besides that, you will definitely discover something you had never thought about, something that might possibly end up changing your business quite a lot.

How to Use the On-Site Polls Feature

Firstly, you, of course, need a tool that has an on-site polls feature available. One of such tools is Reflective Data but this applies to others, too.

Now, if you have access to such tool, the setup part is usually rather straightforward and every tool has their own guidelines and nuances. Therefore, I am not going to cover the process of setting of a new poll here in this post.

While there are several motivations for a business owner to run a poll, most commonly it is related to getting to know the audience or improving a specific feature/area of the website. If you haven’t used the feature on your website before, here are some ideas to get you started.

Content Evaluation

Creating content takes a lot of time and effort so you definitely don’t want to waste it on creating content your audience doesn’t like. By asking for feedback you can better plan your content creation plus get good ideas for new content.

Make sure you don’t bother your visitors too early, it is very hard to evaluate your content 10 seconds after landing.

Questions to ask:

  • Was this article useful?
  • What other content would you like to see us offer?

Product/Feature Pages

This is where you showcase what you have to offer and likely a page where users decide whether or not they are interested. Asking the right question here will give you the best feedback, your users can say whether you managed to impress them or not.

Again, make sure you don’t bother your users right away. Give them some time. A good way to learn about the issues about your product page is by triggering the on-site poll on exit intent.

Questions to ask:

  • What’s the one thing we’re missing in [product/service name]?
  • What could we do to make this page more useful?
  • Is our pricing clear? (Yes & No)
  • What’s holding you back from buying from us today?

Success/Thank You Page

People who made it to your thank you/success page are the best visitors. You definitely care about who they are and what made them reaching this far in the funnel.

Questions to ask:

  • What other providers did you consider before buying from us?
  • What other products would you like to see us offer?
  • Was there anything about this checkout process that we should improve?

Conclusion

On-site polls is a great feature of user behavior analysis and can provide a lot of new insights and understand the audience better.

While they can become somewhat annoying when overused, at this point it still feels like this feature is rather underused. The key is that your users should have a feeling that their opinion matters and their answers will really make the service better for them.

Please share how your company is using the on-site polls feature in the comments below!

PS! On-site polls is a feature included in all plans of Reflective Data Platform.

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