Why & How To Use Micro Surveys to Improve Lead Generation This 2017?

If you want take your business to new heights this 2017; you must aim at turning these 96% cold website visitors into potential buyers.

By Saumya Raghav


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Lead generation remains the highest leverage point for business. In fact, a Nurture HQ report reveals that generating high-quality leads is amongst top three priorities for more than 60% businesses and marketers. It's safe to say that an effective lead generation strategy is the only way to keep the lead funnel brimming with potential buyers.

But here's the shocker: More than 50% marketers struggle with lead generation. Why?

Because 96% people to your site are hesitant to buy. This means that only 4% are ready to buy from you.

But if you want take your business to new heights this 2017; you must aim at turning these 96% cold website visitors into potential buyers.

But how will do that?

Simple, you'll need to use the secret sausage of lead generation, micro surveys this 2017.

Wait! What's a Micro-Survey?

Simply put, micro-surveys are questionnaires put on your site to collect visitor information. Remember, only 4% visitors to your site convert to actual paying customers and this is micro-surveys help you understand why the other 96% aren't converting.

Are Micro-Surveys Really Important?

Over 70% visitors who abandon your site never return. This means that around 90% of your marketing budget, efforts and resources are going down the drain.

And to fix it up effectively, you'll need to find out answers for some vital questions:

  • Why are your customers leaving your site?
  • Why are they not ready to buy from you? What's stopping them?
  • Why your content doesn't resonate well with them?
  • What did most visitors look for at your site?
  • Are they able to accomplish what they come for at your site?

To answer these questions, you'll need to use micro-surveys to get qualitative data about who your visitors' are, what they want, what they need, in order to synergize your offerings with their needs and wants.

Now let's understand just some of the many benefits of micro-surveys.

What Should You Ask in Micro Surveys?

While there are no silver bullets to what you can ask in your micro surveys, you'll need to make sure that your questions determine the usefulness of the survey. Ask questions that help you get real insights about your customers, their needs, their website behavior and their doubts and hesitations.

Here are some questions that I suggest you to ask in your surveys:

  1. Tell us about yourself? This question will help you get demographical and lifestyle data.
  2. Why do you use our products/services? This will get you an insight into the problem and concerns of your buyers.
  3. What do you use as an alternative to our products/services? This will help you do a competitor analysis in order to stay ahead of the curve.
  4. How easy was it to find what you wanted? This question will help you discover the main sources of friction, and address them.
  5. How easy was the checkout process? This question will help you identify the friction at your checkout page.

How you write your survey questions is another important factor to keep in mind. Here are just some of the many guidelines that you must follow when writing your survey questions:

  • Avoid negative words or phrases. Don't use abbreviations or acronyms.
  • Avoid leading questions. Use neutral questions.
  • Use consistent sentences in your questions and answers.
  • Use LSI keywords in your survey questions to give your micro surveys a competitive advantage.

Now that you know what to ask in your surveys, it's time to get acquainted with a few tips to get maximum responses, obviously without ruining the overall experience of your visitors.

Tips to Get Maximum Response without Ruining User Experience

Of course, you'll want to collect answers from your surveys. But the big question here is how you will make sure that your visitors respond to your survey and don't get annoyed with it?

Don't worry; I've got 5 easy tips to help you out.

  1. Define SMART Objectives– A great survey is based on SMART objectives. So ensure a specific goal, measurable success metrics, actionable questions, relevant questions and perfect timing in your surveys.
  2. Keep it Short and Focused – Don't forget to keep your survey short and focused. In fact, shorter surveys have higher response rate. Make sure each of your survey questions is focused towards meeting your survey objectives.
  3. Personalize Your SurveyDo well to personalize your surveys. You may use images or videos to add personalization to your surveys. Remember to use elements (images or videos) that appeal to the emotions of your target audience.
  4. Ensure Security of Data – Assure your respondents that their personal detail is safe and won't be shared with any third parties. You may increase the response rate manifolds by adding this statement on your online survey.
  5. Test Your Survey – Never miss out on testing your survey questions. Check if your survey is functioning correctly and all the questions included in the survey are simpler and easy to answer. Ensure that your survey is strategically placed at your site to be easily noticed by your visitors.

Simply applying these 5 easy tips can help you set up a micro-survey and get maximum response from it.

Now it's Your Turn!

Remember, the prime objective of micro surveys is to listen to what your customers have to say about your brand, products or services in order to address issues and streamline your lead generation efforts. But just asking questions after question in your surveys will do no good at all.

Simply, put this learning into practice, set up that perfect micro survey and multiply your leads manifold.

Best of Luck!

Saumya Raghav

(Deputy Manager) Lead - Social Media Marketing at PolicyBazaar.com

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