Optimized Ecommerce EP 033 – How to Discover the Reasons Why Visitors Don’t Buy from You
Today on The Optimized Ecommerce Podcast, Haley Spindler joins Tanner Larsson to talk about how to discover the reasons why your site visitors don’t buy from your store. Join us in today’s episode and know the importance of post-purchase email surveys to customers that have made a purchase, and how to use customer feedback
Welcome to Episode #033 of Optimized Ecommerce – How to Discover the Reasons Why Visitors Don’t Buy from You. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Joining us for the second time around is Haley Spindler one of the leading Revenue Optimization Experts at Build Grow Scale. She also pioneered the BGS internship program that trains interns in Revenue Optimization.
Here’s just a taste of what we talked about today:
We talked about why stores need to survey their customers and audience.
When it comes to serving customers and audiences, store owners can get valuable feedback and quantitative data that helps grow their business.
Gathering quantitative data helps store owners focus on what they need to improve in order to make the shopper’s experience smooth sailing, rather than being the reason why they don’t purchase from your store.
Then, we talked about the different types of Ecom store surveys.
The two abundantly used surveys are the post-purchase email and the onsite or survey polls. These usually show up on the website and can be valuable but a little tricky for people to respond to because they are shopping and don’t want to answer the survey right away. This is the reason why a post-purchase survey can be the best option.
And then, Haley shared why stores need to be careful about how to run their surveys.
When stores run pre and post-purchase surveys, they can be getting feedback from unqualified people. People who aren’t necessarily their buyers and may have just shown up because they accidentally liked the Facebook page or accidentally Googled something they didn’t really mean to. They might not necessarily be the store’s true audience.
Customers who have made a purchase and have been through the store’s whole structure are the ones that are qualified to fill out the survey.
We also discussed a few other fun topics, including:
- Why is it important not to interrupt the buyer’s journey?
- The reason why post-purchase surveys are better than pre-purchase surveys.
- How to figure out what questions to ask your customers or audiences.
- Benefits of solving future customer issues.
- Best way to categorize all the collected data from the surveys.
- Once the data is categorized, how can they use the data to improve their store?
- The difference between clarity to the store owner and clarity to the users.
- Frequency and duration of survey polls.
All that and more…but you’ll have to watch or listen to the episode to hear about those fun topics!
How To Stay Connected With Haley Spindler
Want to stay connected with Haley? Please check out her social profiles below.
Also, Haley mentioned the following item on the show. You can find that on:
- Wheelio – a gamified pop-up that helps Ecom stores with their active promotions to increase leads and conversions.
Tanner Larsson 0:07
Hey, everybody, welcome back to the Optimized Ecommerce Podcast. I’m Tanner Larsson, your host for this episode. And I keep saying that, but it’s pretty much the only host. I mean, sometimes Matt does some stuff, but I’m pretty much the host. So I guess I can stop saying that in these episodes. But anyway, today we’re going to cover some pretty cool stuff. We’re going to talk about post-purchase email surveys to customers that have purchased, and then how to use customer feedback to improve your website, improve your store, your conversions, your money, and basically all that kind of cool stuff. And to deliver that material, we’ve got a returning guest, Haley Spindler, she was a well, not was, but she is one of the leading revenue optimization experts at Build Grow Scale. She also is the pioneer of our BGS internship program that trains interns into our RO. And she’s designed that entire program and runs that, basically without any kind of help from us. He’s just that awesome. And she also works on stores and you know, does the revenue optimization process on our amplified partner stores? So she’s super uniquely qualified to teach this? And if you did not yet, it would be beneficial to go back and listen to her first episode, which was Episode 14. And it talked about the hierarchy of conversions, and how you need to approach your website structure because and what to optimize first bait so to speak, because it will tie into how do you use the post purchase stuff and the customer feedback and know where what at hierarchy function you’re actually looking at when you’re dealing with those issues that you’re going to be learning about from your customers. That was a lot of words, but it does make sense if you listen to it again. All right. Okay. So Haley, thanks for joining us again today. I appreciate it.
Haley Spindler 1:48
And thank you for having me. I’m excited to be here.
Tanner Larsson 1:50
Yeah, no, it’ll be fun. Okay, so they know who you are. They know what you do. You’re a rock star, let’s just go ahead and dive into it. So first and foremost. Why do you need to survey your customers in your audience?
Haley Spindler 2:06
Yes. So when you’re serving your customers or your audience, you’re getting, you know, valuable feedback straight from, you know, from them from the horse’s mouth. So if you ask a certain question, and it’s worded correctly, you can get feedback that you know, you can implement in your store that sometimes is more valuable than just observations made, you know, with quantitative data.
Tanner Larsson 2:37
Okay. So now in terms of there’s obviously different kinds of surveys, different kinds of things out there. What are the different types of surveys specifically to Ecommerce that we leverage? I mean, obviously, there’s a gazillion types of surveys, but specific to what we do.
Haley Spindler 2:54
Yeah, so the two most, I’d say, abundantly used are going to be this post-purchase survey email, that I want to talk about. And then you can also leverage some on site surveys or polls. So basically, they show up on your website. And those can be valuable, although sometimes a little tricky to get, you know, people to respond because they’re shopping, they don’t want to be responding to your surveys. So that’s why the post-purchase one is my my go to.
Tanner Larsson 3:24
Gotcha. So now with that the on site surveys, those can, those can be both pre and post purchase, right? They can happen before the checkout, they can also be fired on the thank you page. Obviously, on the thank you page is a little bit better because they’ve completed the purchase. However, we do want to run sometimes we want to run pre purchase surveys, but you have to be careful can you talk about why you need to be careful about how you can run those real quick.
Haley Spindler 3:46
So you get two types of different feedback when you run pre and post purchase. So pre purchase you. You might even be getting feedback from unqualified people. So people who aren’t necessarily your buyers who maybe have just shown up because they accidentally like the Facebook page or you know, accidentally Googled something that didn’t really mean to anything like that. So they might not necessarily be your true audience. And if you ask a question like, Hey, why are you not buying from us? They might answer price. And price is never the problem. It’s usually just, you know, people’s persuasion elements on the page of the problem. So when you when a post purchase survey, whether it’s email or on site, it’s qualified, there are people who have been through your entire structure or they the whole what is that word? I’m looking for? stages of the website. So they’ve seen everything they know everything and because they purchased you know that they’re qualified to to even fill out your survey. And that’s not to say that the people who didn’t purchase you aren’t you know, valuable at all. You know, they they Do there are there is some value to that. But, you know, without a without a shadow of a doubt that those people who have purchased from you, they’re qualified.
Tanner Larsson 5:10
And the other aspect would be that post purchase or pre purchase surveys could actually interrupt the buyers journey. Oh, yeah, cause conversion reduction, right, like it could actually distract them from buying. So you may have actually taken someone who was a buyer pissed them off and they didn’t buy or just confused.
Haley Spindler 5:26
That’s, that’s true. That’s entirely true. So if you’d like, let’s say you have one on the product page, and it pops up and you know, now it’s covered the Add to Cart button, I’ll sometimes asked, you know, hey, what’s stopping you from completing a purchase with us today? And they’ll be like oh this stupid survey, yeah, you know, this popped up, and now I’m not gonna buy from you guys. So that Yeah, that’s true.
Tanner Larsson 5:47
Yeah. Okay. So moving on to that. So obviously, we we believe that the best data is going to be from post purchase. But is there any other reasons you want to talk about why post purchase surveys are better than a pre purchase? Are we kind of covered that enough?
Haley Spindler 6:01
No, yeah, we cover that, I would say that post purchase has the most qualified user customer, okay.
Tanner Larsson 6:08
And then this is the big one, because this is the one that where everybody gets stuck great. I’m supposed to survey them. What do I ask them? What? What am I supposed when I What do I want? What do I want from them? Right?
Haley Spindler 6:20
Yep. So obviously the most are the most obvious questions to ask or anything that clarifies any data that you currently have. So if you have, I don’t know, let’s just say, you’ve noticed your persuasion is not you know, 100%. Like, let’s say that there’s, you’re watching lucky, orange videos or something. And people are just really searching for something in the product description. So you can ask, you know, anything that would clarify that, but I would say the most valuable types of questions you can ask are ones that give you some insight into people’s objections. So what is stopping you from buying us or from buying from us today? That’s a big one. Because then you’ll get you know, all these answers back, you know, the most obvious one is always going to be price. Or maybe it’s what When will I receive my shipment. And that’s a very easy thing to, to address, you can have like a shipping element, hey, ships in three days will arrive, always make it customer centric. So your shipment will arrive to your doorstep in x days or on x day. Like, you know, Amazon does that, obviously. So anything that is going to highlight or give you a list of their objections, so that way you can kind of create or counter them. So if they say this is my problem, you offer a solution, problem solution, problem solution.
Tanner Larsson 7:48
And with that, these questions are designed not necessarily to solve that customer specific issue, but solve future customer issues and try to get more people to convert because they’ve already bought, obviously, but the data that they can give, you can help pave the way for improved conversions and improved buyer journeys, just process for everybody else, right?
Haley Spindler 8:08
Yeah. And let’s say you get, I don’t know, 100 responses back in the first week. When you’re scoring that data, like turning it into a charter or something like that, you can visually see what percentage of you know, let’s say 20% of them responded with shipping issues, they’re not sure when it’s going to be they’re not sure how much it’s going to cost or just for whatever reason, shipping is a problem for them, you know, to to focus your attention on shipping, let’s say 5% of them respond with, I don’t know sizing issues. And maybe that’s not the biggest, you know, thing for you to tackle right out the gate, it would be shipping stuffs, you know, more responses.
Tanner Larsson 8:50
So let’s, let’s dive into that a little bit. I know you guys actually, you have a process with the interns and like, okay, I’ve collected all this data. How do I actually, how do I categorize it? How do I figure out what what it is instead of just looking at a whole bunch of individual responses?
Haley Spindler 9:04
Yeah, so that’s actually a lot easier than it sounds, you know, when I’m, whenever I’m dealing with interns, they’re super scared to start, you know, analyzing data because it sounds you know, super freaky, but the best way everybody has their own way of doing it. The easiest way for me is I just open an Excel sheet. Whenever I have like a problem, let’s say it’s shipping sizing price, then I’ll just put shipping, sizing and price. You have those three columns, and each time one of them responds with you know what, whatever that is. I’ll put like a one. And then when I get to the bottom, let’s say I’ve scored all 300 of them. I’ll just you know, do the sum of that. And let’s say there’s 75 for shipping 10 for sizing and the remainder is are those last five I think mental math is not my strong suit is price. Then I would know what to You know which one to focus my immediate attention on? I think, you know, Casey create some crazy pie chart because you know, he’s wicked smart. But that’s just not, that’s just not what I do. There’s easier. Yeah, it doesn’t have to be difficult. So that’s how I do it. Yep. And then let’s say as you get, it could definitely a lot simpler, yeah, if you’re going through it too, and you started with, you know, those three, and you notice that there’s another issue like, something like, I don’t know, like a button, or they’re not able to find the page you’re looking for. Then you could add that as you go. And then you know, after you get finished with that, and you need to clean it up until you know, let’s say you have 10 different categories. And you can condense those, let’s say it’s shipping times and then shipping price. At the end, you can condense that just into shipping. So definitely, you know, go through it a couple of times, see what’s you know, you know, needs to be condensed, and what can use your most, your most immediate attention.
Tanner Larsson 11:01
Okay? So with that, the categories and you said, like, you have these categories, the categories are not just randomly generated or the category you’re looking at your information, you’re kind of picking out the common themes of what you’re seeing at a glance to make your categories. And then and then you then you start inputting it into those categories, right?
Haley Spindler 11:22
Yep. Yeah. And as soon as you read different categories, you’ll notice and you can just, you know, create that category.
Tanner Larsson 11:28
Yeah. So you guys, if you’re on YouTube, you can obviously see that my one of my dogs is running around in the background, inspecting Oh, because the landscapers are here. So apologies for that. And if if you’re not on YouTube, you can’t see it. So no, no apologies needed there. If you’re on iTunes, or Stitcher or whatever. So anyway, Alright, so now we know what questions to ask. We know how to analyze those questions in a bulk form to figure out what has priority and where most of the questions are falling. The biggest thing though, is now that we’ve got those answers we’ve categorized and we’ve sorted them, we know what’s our highest priority? How do we actually take that and improve our store?
Haley Spindler 12:06
Yeah. So again, not as difficult as it sounds. So now you have your charts of, you know, objections that people are having. Now, you just need to or the problems that they’re they’re facing now, you just need to generate a solution. So if the problem is shipping, which in a lot of times, I’ve come across that were shipping, just not as clear, especially in the age of drop shipping, where everybody’s just feeling a little burnt out by you know, 30 day wait times and things like that. And in the age of Amazon, where they offer those, you know, immediate Hey, this will be shipped to you in two days. Solutions, that’s a big one. So I can start to hypothesize from here, this is where you, you know, you start, you know, maybe devising some testing solutions. So, for example, shipping, if I’m noticing that shipping prices an issue, I could address that as early on in the product page, which is, you know, proven to be some big needle movers for us, by just, you know, maybe under the Add to Cart button saying, you know, ships on x dates, or prices, you know, x price. And that can just be you know, your baseline, whatever your basic shipping cost isn’t, let’s say it’s five bucks, ground shipping. And then let’s say, typically, your fulfillment centers able to get things out in three days, you can set the code to say three days from today, It would be this basic shipping price. So nothing too crazy, you know, any developer if you don’t have one? Anyone on Fiverr? Upwork can do that. Super simple. But um, so on that hang on Haley. Yeah,
Tanner Larsson 13:45
go ahead. Sorry, finish the answer that question thing I want to
Haley Spindler 13:48
Yes. The answer to the basic question of, you know, how do I actually implement something it’s you know, hypothesizing test testing solutions, obviously, always test these things. But it’s it’s problem solution. Now, you just need to, you know, hey, how can I best answer or best solve this issue for for my customer?
Tanner Larsson 14:10
Okay, so where I interrupted you, I wanted to go back to is specifically with the shipping aspect like shipping times a question shipping price, obviously, in the either in the cart or at checkout, wherever you’re doing it, you could have estimated shipping turn in the cart, but obviously, in the checkout is where it actually shows it when what you’re talking about by adding it to the product page earlier up on the buyers journey, whether it’s no browsing, you’re not. You’re not you’re not so much solving the problem as making them aware of it earlier, so that it’s not a surprise when they get to the checkout, correct? Yeah,
Haley Spindler 14:46
Yeah. So it’s not necessarily solving a problem because there may not be a problem. Yeah, there was never truly a problem. Your shipping rate may have always been $5. Shipping time may have always been, you know, three days from today, but there Just not aware. So to answer that question, the more times, you can put something on a page that is of that importance. And you’ll know if it’s important because it’ll, you know, keep coming up from your customers, whether that’s shipping, sizing, whatever it is for you, it’ll continue to come up. And so whenever you see that that’s happening, the more times and the more places that you can address that, the clearer it’s going to be for people, because not everybody is going to make it maybe to your checkout, or to your, your cart page, wherever you may have addressed it already. Because if that is already an issue for them, they don’t want to keep going that far. So if sizing is an issue for people, you know, they’re just not going maybe they’re not looking scrolling down the page far enough to see the size guide. So if you can offer it to them a little above the fold, maybe, or in places that you’re noticing, and maybe your heat maps where people are clicking a lot or scrolling a lot. There’s, you know, those high traffic areas of your site, it’s always better to offer these things multiple times.
Tanner Larsson 16:07
It’s a good point, because it’s a so clarity. We talked about that a lot, right? That’s like the biggest thing in in RO is, is clarity on a site, but it’s clarity to a store owner and clarity to a browser or a visitor are very, very different. Your clarity as a store owner, for those of you guys listening is, is actually not clarity. It’s just the fact that you’ve built it and you know where everything is, and you know how it functions because you set it up, where clarity is when a stranger comes to your site. And they can use it intuitively, and not need you standing over their shoulder. Explain Oh, yeah, now you need to click here, and then Oh, hold your breath and count to three and then push that button. You can’t have those aspects. That’s not a clear sight. That’s a site that requires you behind their back. So a lot of the stuff that you’re getting from the post purchase email, stuff that Haley’s talking about is relating to how do you make it more clear, and as Haley just said, sometimes having something multiple times on the site multiple times when the page, I know in one of our amplified partner brands, they sell pet products. And one of the things with different sizing for different types of sizes of dogs, there’s a sizing guide, that sizing guide on the product page alone, there’s a wizard that like guides you through it, there’s a sizing guide link, there’s an embedded sizing guide image, and then another embedded sizing guide image all in the same product page. Why? Because every time they figured out a spot to add it, where it made sense, add to carts went up, clarity went up, and they actually made a lot more money. So just because you have that little sizing guide link or a sizing guide embedded down below doesn’t mean that’s enough. And we’re also obviously we’re talking about sizing here and this applies to everything right?
Haley Spindler 17:51
Yeah, yeah. And then you said a key phrase, I want to highlight where it made sense. You know, if you find an issue, like let’s say, sizing, don’t start putting wizards everywhere, you know, or links or size guides, or whatever that is, I don’t want to you know, go to the AI group, and you know, somebody say, hey, Haley, can you check out my website for me, and I do, and then there’s just size guides all over the place. That’s not what I want to see. It’s, it’s where it makes sense. And that’s what you know, your heat maps can help with a little bit. To a degree, because you know, just because somebody is, you know, or something on your website is getting a lot of clicks, like let’s say on the homepage, you’re not necessarily going to just put a, you know, use, I’m
Tanner Larsson 18:34
You’re not gonna put a sizing wizard on your homepage, especially if you have more than one product.
Haley Spindler 18:38
Exactly. Use some discretion, a little bit of, you know, smartness and put it where it makes sense. And always test everything too, because maybe you’re at you’ve added something and an element, let’s say a size guide or a wizard and it hurts, which can happen. And that doesn’t mean that your your audience didn’t want that it means maybe it’s not the right iteration of that. Maybe you have an older audience that can’t understand widgets. You know, your your audience is not as tech savvy as you are.
Tanner Larsson 19:07
We had that happen quite a few times, right with, we have designers awesome wizard. And a wizard guide is nothing guys. It’s nothing more than a widget or a little app on the site that basically they either fill in some information or click a few buttons and out it spits out the recommendation for a size or a color or a style or some kind of variant of the product that they don’t have to come up with the answer themselves. But when we’ve designed some amazing really, really cool widgets slash wizards that haven’t worked at all,
Haley Spindler 19:38
Yeah, it’s devastating because there’s so many dev hours and everything that goes into it and then it doesn’t work but you know, that’s it’s good to know but it doesn’t work other. Othersise you have something that’s it’s hurting.
Tanner Larsson 19:51
We can edit you can iterate on it, you can just keep moving and eventually something will work but doesn’t always have to just because we’ve said wizard and we’re talking about sizing guys does not mean you have to, oh I don’t have a wizard I better have one. A lot of times it’s not necessary. But it is worth testing if you can, if you have the skill set to have that developed. So anyway, that’s it, guys. Now, one other thing that we weren’t actually going to talk about, but I want to bring up is, a lot of times we have trouble getting customers to respond to the post purchase survey email. So I don’t know if it was you or Alex or I know Alex was big about it. But Alex is one of our other revenue optimization experts. He’s been on the podcast a few times. But there’s a process for that we use, which I’ll let Haley kind of talk about now to actually get people to not only give us feedback, but also give us more money.
Haley Spindler 20:41
Yep. So yeah, that’s a good point, I didn’t even think to talk about that. incentives. People don’t want to do anything for free, you know, I can’t say I blame them. But unfortunately, if you just email them a survey, you know, they’re going to go straight to trash. So if you can offer something, you know, at least a little bit incentivizing, you know, not just 10% off, although it works better than free. You know, if you offer a coupon of $10 $15, depending on what your margin can handle. The response rate isn’t, it’s crazy. And then the repeat customer rate actually goes up, because those people may not have wanted to buy from you again. But then they say, Oh, well, I have $15 to spend, because it’s not, you know, the way the mind works isn’t like, Oh, they gave me a coupon. They literally think of it as I have $15 to spend with this company. We’re talking about
Tanner Larsson 21:38
like store credit dollars. Yeah, basically. Right?
Haley Spindler 21:41
Yeah. So that repeat customers, it goes, it goes up. And then you actually get responses to I think, with a with a kids clothing company that I used to work with, with, you know, a client of BGS 300 responses, and I think two weeks, I just kind of let it run, you know, was kind of forgot about it when to check on and was like, Oh my goodness, 300 responses. That’s crazy. Because that’s not you know, what usually happens, usually, you have to leave it running for like, gosh, at least a month, two months before you even broke the hundred 100 person mark. And if you’re going to do on site surveys, or polls, I found that that same methodology actually works here as well. So if you say, you know, your main headline is, hey, answer this question, or these two questions be up front. for, you know, x incentive, let’s say it’s 10% off. And then you put the sub headline as the question up, that that actually really helps. I left one week, my headphones just died. In one week of my my survey running on site, over I think 200 responses, which is crazy, you know, for just a small 10% off. So those incentives really, really work.
Tanner Larsson 23:08
Yeah, and there’s a bit of psychology there too, that you can play into when it comes to the store credit. Just like we use when we set a free shipping threshold, we always set the free shipping threshold to about 20% over the stores AOV and then as the AOV increases, we increase the free shipping threshold. Same thing goes here. If you’re you know, products are you know, 30 bucks or 40 bucks getting someone 15 or 20 bucks store credit means they have to buy something over that, right. So you always want to structure your store credit price higher and incentivize it and Haley’s right they do think of store credit as dollars like I have to spend this or it will but take Kohl’s cash, anybody who shops at Kohl’s gets all those little Kohl’s cash dollars. And they literally my wife does it. She’s like, Oh my god, I have to go spend this. I’m like, it’s a coupon. She’s like, No, no, this is Kohl’s cash, it’s as good as money I got a really go spend that without any additional money. Oh, well, that doesn’t work that way, you have to add money to it. I’m like, see, but that’s that’s just how they you know, it works if the brain is conditioned to do that. So if you do that with your post purchase, not only can you collect some great data, you can also get them to buy. The other interesting piece about store credit and cash rebate type stuff is that when it’s almost like a you did something nice for them, so they feel obligated to do something nice for you, even though they actually helped you more. They think that oh well I spent, you know, you gave me 20 bucks, the product is 40 I better spend at least 60. And it just is irrational subconscious process that people who have store cash tend to spend, you know 30 to 40% more on their purchase using that store cash than they would have if they just bought with their own money. So a lot of really cool stuff can come out of that. We call it a gift card, basically. But that’s the process. And it’s obviously like Haley’s said, she got, you know, on one store 300 plus responses in a few days, obviously, they were running significant traffic that matters. They don’t, if you don’t have traffic, you’re not going to get responses no matter what you do. But even if your pre purchase surveys, Haley I mean, I’m assuming this is obviously a boon, and we track this. But I don’t actually know the answer. Even if the pre purchase responses aren’t that awesome. But if people are opting in still to do that, and getting the coupon if they’re using the coupon, it’s still a win.
Haley Spindler 25:33
Yeah, yeah. So with a pet store that I currently have BGS that I currently work with. I right now, we’re running a post, or I’m sorry, a pre purchase survey on site. And it’s offering people 10% off. And, you know, it kind of sucks? Because a lot of times I mean, I just posted this in our in our group chat of, you know, hey, my question is, you know, what questions do you have that you can’t find answers to? And somebody literally responded and a few people did. I don’t have any questions, but I still want 10% off. I don’t care, you know, if you want that 10% off is that’s what’s going to push you over the edge to, you know, to buy from us. Our margins can handle your 10% off taken. You know, it’s not, that doesn’t mean that you’re necessarily increasing conversion rate. That’s not a conversion, you know that that’s a hack that’s not, you know, a best practice or, you know, you’re not actually. So don’t think that you’re increasing conversions. You shouldn’t just let a poll run. But it doesn’t hurt. You know, you’re not, you’re not necessarily. It’s two birds with one stone, you could be getting valuable feedback, while incentivizing others who may not have purchased from you to begin with.
Tanner Larsson 26:49
Absolutely. And that you actually just mentioned something that I want to touch on. I didn’t even think about it until you said it. But that is duration of polls, and how frequently to run them, whether they’re the survey email can obviously be thrown as an autoresponder for every new customer purchase, that’s easy to do with Klaviyo, or whatever. But on site polls, whether whether they’re thank you page polls, obviously, we have different rules, can you talk a little bit about frequency and duration, as well as why we don’t leave them on all the time?
Haley Spindler 27:18
Yeah, so you definitely don’t want your audience to be ticked off of you, for lack of a better word. Think of all the times that you’ve gone to a website, and you know, you’ve got a pop up even just one. But think of all the times you’ve gone in there been three or four pop ups, let’s say you have Wheelio, you have Miss Survey, maybe a sale is going on. And now your customer was just hit with three pop ups, and they have to exit out of every single one of them. The first thing that anybody thinks of I mean, in most people’s cases, is that this is a scam site, I need to get off of this. So that’s obviously not the impression you want to make on a customer. So if you have other things set up, you know, to pop up when people first land on the page, definitely turn them off, I would also recommend that your surveys or polls aren’t set to to pop up immediately. Maybe after they’ve been browsing a little bit like let’s say, Your question is, What questions do you have that you can find the answers to, if that is set to go off? As soon as they land on that page? They probably don’t have any questions yet. So you know, maybe it’s set to go off on after they hit a 60 seconds after they’ve been on a product page. That’s fine. Now as frequency. I would, in my personal opinion, whatever your repeat customer rate is, let’s say it’s every 30 days or something like that. That’s about you know, I wouldn’t, I wouldn’t meddle with with that. I don’t want people coming to my site. And every time that they’re they’re being hit with a survey or a poll, that’s extremely annoying. People aren’t gonna like you. They just they want it. They want to go through the buying purchase uninterrupted. So yeah, okay.
Tanner Larsson 29:09
Yeah, that’s great. And then, you know, the other piece is, just to clarify, I mean, I know the answer, but I want to make sure we say it is. If you’re running a survey, you don’t run it on every page of the site, you pick one spot and run the survey at a time, right?
Haley Spindler 29:25
Yeah. So don’t have your survey pop up on every single page. Like if I’m, you know, starting on the homepage, and I meander to the collections and I end up on the product page, I should not see that every single time. It should be one time per customer. If you have it set off to go on, you know, whatever page they land on, that’s fine, you know, so it could show up on any one of those pages, but just one page per customer. And then also be strategic about where you place it because the question highly depends on where you put it. For example, What questions do you have that you can find answers to, probably not going to go on the homepage, although it could, after a certain length of time, but it’s probably best served a little further down the funnel. So that way people have time to kind of gather questions. And, you know, they’ve, they’ve thought about what it is that they can’t find.
Tanner Larsson 30:19
And then the final piece of that would be one survey at a time, don’t try to run multiple, like a product page survey, a cart survey, a homepage survey, just pick one.
Haley Spindler 30:29
Yeah, that’s the same reasoning of you don’t want to annoy your customer. You don’t want to, you know, put a bad taste in anybody’s mouth with your with your store. Now, if you wanted to ask multiple questions on a single survey, that’s fine. Don’t I would say, you know, post purchase no more than eight, but pre purchase no more than two. That’s what you know, that’s the number that I would give because, people they’re not there. You know, think about it. When we when we talk about marketing, we say people aren’t on Facebook to buy. So they’re probably not going to buy, you know, from you from a single Ad. When we talk about your you know, your website. A lot of times, no, I would say never, nobody’s there to answer surveys. So if you get lucky on that first question that somebody answers, they’re probably not going to answer the second question. And then anything after two, I would say is when they start to get a little irritated, and you get, you know, short, trite answers back from people just now this this survey sucks. I don’t want to be doing this. But you know, I want 10% off. No, more than two.
Tanner Larsson 31:33
That’s great. So guys, this is very good stuff. Again, if you have not listened to Haley’s other episode, please go back to Episode 14 hierarchy of conversions. A lot of this stuff will tie together if you listen to those together. And right now what you guys need to do is you need to hop over to if you’re on YouTube, subscribe on YouTube. If you’re on iTunes, subscribe there. And if you’re on whichever one you’re on, swap subscribed to both of them, make sure you’re on because this is a video podcast. A lot of times we’re sharing stuff on the screen that you’re going to want to be able to see or refer back to. So make sure you’re subscribed on both so you get notified when new episodes are released. And also please leave us a review if you enjoyed the episode so we know that you liked it and what we can do better in the future. Right? With that, guys. We’ll see on the next episode. Thanks.
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Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?