“Golden questions” that reveal exactly why your website's visitors aren’t converting

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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/

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“Golden questions” that reveal exactly why your website's visitors aren’t converting

  1. 1. “Golden questions” that reveal exactly why your visitors aren’t converting
  2. 2. “Golden questions” that reveal exactly why your visitors aren’t converting Dr Karl Blanks, Chairman Sean Ellis, CEO
  3. 3. How we became “conversion obsessed”
  4. 4. Google took notice
  5. 5. Our clients Our results
  6. 6. Understanding the visitor is a core step
  7. 7. Most businesses realize the importance of surveys
  8. 8. But few surveys get back actionable information that improve conversions
  9. 9. Remember these principles
  10. 10. Principle 1: It's better to err on the side of asking too few questions… …rather than ask too many
  11. 11. Principle 2: The only thing worse than not asking questions… …is to ask them and then do nothing with the responses You might as well throw the response in here
  12. 12. ? ?? ? ? ? ?? ? ? ? ? ?? Principle 3: ? Ask the right ? questions ? ? ? ? ? ? ?? ? ?? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
  13. 13. Surveys aren't something you should do then forget about; SALE Psychogram “ ? SALE build different questions into a regular plan of gathering visitor intelligence
  14. 14. Questions throw light on the Psychogram
  15. 15. Conversion Rate Experts has plenty of questions for each objective and visitor “ SALE Qualified noes ? Customers who bought moments ago Existing customers
  16. 16. Now, let’s say we’re selling a turbo widget
  17. 17. Before we get started, we need to decide who we’ll survey: Today, we’ll focus on this chap Qualified noes Customers who bought moments ago Existing customers
  18. 18. Understanding the people who did buy, allows you to tip the scales for people who didn’t
  19. 19. Next, let’s make sure our questions tackle key objectives: Uncover where customers come from ? Understand reservations SALE Discover appeals Understand position relative to your competitors
  20. 20. Objective: Uncover where customers come from SALE ? “Where exactly did you first find out about us?”
  21. 21. Don’t force the visitor to shoehorn their response into a prewri en dropdown field. (e.g., not “Google,” “Magazine,” or “Friend”)
  22. 22. Objective: Identify appeals SALE ? “What persuaded you to purchase from us?” Or “Please list the top three things that persuaded you to use us rather than a competitor.”
  23. 23. You may think it's all about price or some other factor, but let your customers tell you what motivated them.
  24. 24. Objective: Understand position relative to your competitors SALE ? “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?”
  25. 25. You may think you know who your competitors are, but answers to this question may surprise you.
  26. 26. Qualified noes Customers who bought moments ago
  27. 27. Qualified noes Customers who bought moments ago
  28. 28. Qualified noes Customers who bought moments ago
  29. 29. Next, one of the best questions for identifying what’s stopping qualified non-buyers. Qualified noes Customers who bought moments ago
  30. 30. Objective: Understand reservations SALE ? “What's the one thing that nearly stopped you buying from us? ” Or “What was your biggest fear or concern about using us?”
  31. 31. A question we l ve. “What was your biggest challenge, frustration or problem in finding the right Turbo Widget online?” SALE ?
  32. 32. Never mind that you may receive impractical ideas; all you need is a single great one that you haven't thought of
  33. 33. Why we use Qualaroo
  34. 34. Inventive ways to use Qualaroo, But first…what is Qualaroo? §  Friendly prompt to answer a question §  Understand website visitor needs/issues §  Target page, # visits, time on page, etc.
  35. 35. People not taking a desired action Why not?
  36. 36. All about conversions, including… § Trial sign-up § Email opt-in § Revisit content § Open an email § Purchase
  37. 37. Inventive (and simple) use #1: Request for email
  38. 38. Results
  39. 39. Inventive (and simple) use #2: •  Webinar invite email response rates •  Starts with right webinar topic
  40. 40. Inventive use #3: •  Triggered by cart abandon prediction setting •  Identified cart browser issue ²  Caused $60K in lost sales Client undisclosed
  41. 41. Short-term friction / long-term results tradeoff?
  42. 42. Inventive use #4: •  Uncover needs ²  Position solution appropriately
  43. 43. Now Qualaroo for mobile Inventive use #5 à Yours!
  44. 44. What you should do now conversion-rate-experts.com/learning-zone/ Free trial: app.qualaroo.com/plans
  45. 45. Any questions? conversion-rate-experts.com/learning-zone/ Free trial: app.qualaroo.com/plans

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