How to Use Surveys to Improve Your Conversion Rates

Having issues improving your conversion rates? While you may have tried other methods, chances are you haven’t used customer surveys as a way to convert website traffic and social media followers into repeat customers.

By using customer surveys, you’re able to get feedback on what people think of your product and your company overall. After responses start to roll in, you can pinpoint issues with your product and/or processes and then make improvements. As you use customer feedback in a constructive manner, you can improve your reputation and increase customer satisfaction.

Here’s what you need to know about using surveys to improve your conversion rates.

Define Your Objectives

Before pushing out a customer survey, the first thing you’ll want to do is to define your objectives. Without having a purpose and value behind the survey, not only will it be useful for you, but customers likely won’t waste their time responding.

Figure out what goals you want to achieve. Determine what type of information and metrics you’re looking for. The objectives you create should be concrete and focused. This way you can ask pointed questions that will give you the answers you seek.

Have a Plan

There’s no wrong or right way to send a survey to a customer. You can make the survey available via a button on your website or you could send a link to the survey to your email subscribers. What’s most important is to consider who should be able to take the survey and when to ask the question. This all relates back to your defined goals.

If you’re looking for information on past product purchases or for an experience a customer had with a company representative, you’ll need to qualify your website visitors to determine if that person is a random visitor or a repeat customer.

It’s just as important to present the survey at the right time. Look at your time on site metrics and figure out the average. This will help determine when the survey should come into a visitor’s view. You’ll also need to consider placement. For example, if your survey is to gather information about a user’s website experience, you may want to place it on all landing pages versus just product pages.

Be Enticing

It’s a fact that customers generally won’t take action on something if it doesn’t benefit them. Customers are unlikely to willingly respond to a survey is they don’t receive some sort of thank you at the end of it. While a thank you page after submission is nice, you need an enticing factor that will convince the customer to click in the first place. To do this, you’ll have to be enticing and show a customer that there is purpose to completing the survey.

There are all sorts of enticing offers you can make. Many companies offer customers a discount coupon to save money on their next purchase. Others offer free trial products or even behind-the-scenes access to the company.

The bottom line is that customers won’t spend their time answering a survey if there’s no benefit. Be sure to have an offering to convince customers that it’s worth their time to respond to the survey.

Creating a Survey

These days there are all sorts of survey tools available. While there are apps and websites that offer survey and poll capabilities, there may be an even easier option. If your website currently, resides on WordPress, one of the most efficient ways to build a survey is to use WordPress survey forms.

To use the plugin, you simply download it from the website and then install it via the WordPress dashboard. A quality survey add-on offers a variety of features including:

  • Smart survey fields
  • Survey logic
  • Drag & drop
  • Real-time poll results
  • Email integration
  • Survey reporting & metrics
  • Visual reports

By using a plugin, you don’t have to worry about building a survey form on your own or wasting time figuring out a survey capability that’s offered on another website or application. Keeping all of your survey data within your WordPress realm makes maintenance, tracking, and reporting much easier.

Put Responses to Good Use

Circling back around to your survey objectives, once responses start to come in, you don’t want to simply store them on your website. Instead, you’ll want to schedule a time to review feedback. During this time, it’s important to write down both positive and negative feedback. While you may be frustrated with negative opinions, you can use them to your advantage by making improvements to provide a better user experience in the future.


Creating an effective customer survey isn’t as simple as coming up with a few questions and sending them out to your clientele. Follow the steps above to carefully plan and design a customer survey that will yield the responses and results that you need.