CLASSES ↑ beginner to advanced ↓
CONVERSION RATE ACADEMY
Generating Ideas from Surveys
Surveys help you understand motivations, objections, and decision criteria – especially the “why” behind behavior. This class shows how to run surveys that produce testable insights instead of vague opinions, and how to translate responses into CRO experiments.
Who to Survey First
Start with customers, not just nonbuyers.
Customers are qualified prospects who completed the funnel. They paid enough attention to make a decision, so their feedback is more reliable.
Even though they purchased, they still remember the barriers they had to overcome. Removing those barriers typically increases sales.
Noncustomers are still useful, but their responses can be misleading because many were never serious buyers.
Two survey types that work:
- On-site micro survey (1 question): shown on key pages (pricing/checkout) to capture immediate intent.
- Post-purchase survey (3–5 questions): asks what convinced them, what almost stopped them, and what alternatives they considered.
High-signal questions (don’t change the wording, these work):
- What’s the main thing you’re trying to accomplish today?
- What almost stopped you from buying?
- What information did you look for but couldn’t find?
- What other options did you consider?
- What made you choose us?
What to Learn From Surveys
Use surveys to discover:
- barriers to buying
- which products customers like most
- why they chose you
- what to improve
Your survey can evolve over time as new questions emerge.
How to turn responses into tests:
- Group answers into themes (trust, clarity, pricing, compatibility, setup effort, proof).
- Rank themes by frequency and proximity to purchase (pricing/checkout feedback weighs more than homepage feedback).
- Convert the top theme into a hypothesis and a specific page change. Add to your test ideas table and rank impact.