With the new email laws and technologies being put forward in North America, like the Canadian Anti-Spam Legislation (CASL) and more powerful promotion and spam filters, it is clear why online organizations are finding it more difficult to get feedback that will improve their business through email surveys. The decline of email’s reliability to reach a company’s users or website visitors has resulted in the resurgence of intercept and pop up surveying. Currently, FluidSurveys has created a brand new product called Pulse, which is set to revolutionize the industry of intercept surveying. In this article, we will look at the benefits of intercept surveying and why they are crucial for your business.
The Benefits of Intercept Surveys
Intercept surveys are best implemented to gain responses from visitors browsing your website or using your online application. So if your organization sells subscriptions to an online software tool or has high levels of customer traffic on their website, an intercept survey is right for you! Let’s go over some of its main advantages:
1) Real-time Responses: With surveys sent by email, your questionnaire will be completed at your user or customer’s leisure. This can actually be a detriment to the quality of your responses if you are asking for feedback on the quality of your website or online application tool. Surveys that use email invitations have the majority of their responses completed by individuals whose interactions with the website has happened several days prior. An intercept survey gathers responses while the visitor is interacting with your website or online product, allowing participants to give more accurate and immediate feedback.
2) Reach All Demographics: If your organization runs off a website or application tool, the most effective way to reach your users is an intercept survey. Intercepts will target all visitors or application users equally, ensuring that every segment of your users receives the same chance to respond to your survey. This will put a major dent into any researcher bias or nonresponse error lurking in your project’s methodology.
Even in the case where you are lucky and have a complete email list of the people using your online tool. With today’s email filters, it is unpredictable whether all invites will be represented the same on each email provider. Beyond this, individuals treat email in different ways, like how frequently they check for new messages and whether they will click external links. The safe bet is using the survey method that interacts with respondents while they are experiencing your site or application. This puts all your potential survey participants on an even playing field.
3) Watch Response Numbers Soar: Intercept surveys can target ALL visitors. That means that the only limit to your number of respondents are the number of people viewing your webpages or application. Surveys based on a contact list require an email to act as a middle man. So not only do you need to obtain someone’s information to include them in your study, many respondents will be lost due to the extra step of navigating through an email to get to the survey.
4) Better Call to Action: A pop up on a potential respondents screen is a much stronger call to action than an email invite. This immediate request for information forces the participant to make the choice to take part or not take part right away. With no chance to procrastinate, intercept surveys usually lead to more overall survey interactions.
5) Not Necessarily Intrusive: The biggest critique of intercept surveying is its disruptive and intrusive nature. It is understandable for visitors to be annoyed by a pop up interrupting their browsing of a website or their use of a paid for application. However, new intercept surveying tools have minimized these frustrations by creating more passive pop up designs which can appear at choice times during the visitor’s interaction with your website or application.
Examples of Intercept Surveys used on Websites and Online Applications
So we know there are a lot of benefits to intercept surveying. Let’s go over a list of how organizations and businesses are currently using this form of data collection to push their company in the right direction:
- Website satisfaction: Ask site visitors if they like your site layout, content, and branding.
- Usability feedback: Ask for specific feedback on new product features or site navigation.
- Net Promoter Score: Uncover customer loyalty with one simple question displayed to site visitors. Take actions on the results to improve your business. (Learn more about Net Promoter Score here)
- Customer satisfaction: Ask returning site visitors how satisfied they were with their last purchase, your company, or your support team.
- Newsletter signups: Show a newsletter signup form to users while they are reading your online content.
- Blog post feedback: Ask users if they enjoyed the blog post and take action by asking them to share the post on social media.
- Promotion announcements: Show a discount code to new or returning visitors to your site.
- Cart abandonment surveys: Find out why a customer is refusing to go through with a purchase that day, and prevent a customer from leaving empty handed.
- Customer demographics: Ask customers their demographic information and build rich, comprehensive profiles that will improve your business.
For more tips on how to run a successful intercept survey, check out the article “Survey Tips: Implementing a Successful Pop Up Survey.”
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