Ask your visitors about their hesitations

1. Use Google Analytics or other analytics tool(s) to identify 10 pages with the most traffic and list them in descending order of their conversion rates.

Start the exercise with the bottom three pages of the list. For example, the highest traffic pages with the lowest conversion rates. This conversion rate could be form fills, page views, clicks on call-to-action button, etc.

2. Use behavior analysis tools like heatmaps and session recordings to identify issues on non-performing pages.

Look for issues like broken links, low-quality content, and confusing navigation.

3. Create a list in a spreadsheet of all possible reasons for hesitation and note them down against each page for the heuristic analysis.

Evaluate your website elements by comparing them with predefined standards known as heuristics, for each issue listed in the sheet.

4. Create a survey based on the results of heuristic analysis with one or multiple questions and add options for drop-down, check box, or text type inputs.

Prioritize the results of your heuristic analysis, using the ICE (Impact, Confidence, and Ease) model.  Keep closed-ended questions higher in the survey, as open-ended questions have lower response rate. Use a limited number of questions, as more questions result in lower response rates.  Use tools like VWO on-page surveys that allow you to create, configure, and deploy surveys as per your preferences.

5. Ask relevant, neutral, and specific questions only for one thing at a time for a high response rate.

Influencing your respondents will lead to incorrect survey data. For example, “Was the shorter form easier to fill out?”

6. Use the heatmap and session recording data to have insights of how visitors are interacting with your page- identify the spots, events, and segments on your web page which should trigger and run the survey.

For example, if you are an ecommerce company, you can choose to fire a quick survey when a user abandons their cart. If you are a media company, you can trigger a survey when a user freezes in the middle of reading or watching a content piece. If you are a travel and hospitality firm, you may want to fire a feedback survey on user experience.

7. Identify the number of responses needed for making decisions based on survey data collected by your survey tool.

Find your target market population (market size). The larger the market size, the more responses you need to be representative of the total population.  Decide how much error you are willing to accept in your responses. You can have a maximum error up to 10%, though a 5% error is recommended. The below table can help you in deciding the error range for your survey.

8. Close the survey upon receiving the targeted number of responses.

9. Categorize the responses based on survey type, trigger conditions, and response received and prioritize site improvements based on the most common issues.

For example, if you’re triggering the survey when a user abandons the cart, you will be able to categorize the responses based on reasons for cart abandonment. Prioritize these categories based on the number of responses and form a plan of action for each of them.