In this session, we discussed ways how businesses can be creative to learn the expectations of their customers using website surveys.

1. Listen To Your Customers Across Their Journey
Using Website Surveys
Utkarsh Rai
Product Marketer, VWO
Sathyajith
Product Manager, VWO
Marc Sandifer
Product Manager, Contorion
Ashwin Gupta
Growth, VWO

2. Ask Questions on Twitter
#AskVWO
Ashwin @ashwin_gupta
Utkarsh @rutkarsh

3. What are we covering today?
01 What role do VWO Surveys play in your visitor research?
02 How Contorion increased its conversions using VWO Surveys
03 Building a Great Survey - What do you need?

4. Evolution of Surveys
How To Interpret Your A/B Testing Results For Actionable Insights

5. Typical Visitor Journey on an eCommerce Website

6. Triggering Conditions - Website Surveys
3 of the most used triggers can
directly be inferred from
website analytics data.
Exit intent trigger can be
combined when the intention
is to understand why the
visitor is leaving without
converting.

7. Contorion - The Case Study
Listen To Your Customers Across Their Journey Using Website Surveys
Challenge: What shipping options to offer?
Available shipping options:
● Express (next day) delivery
● Timed delivery
● Specific drop-off location (e.g. packing station, shop)
Each of the options requires significant development and/or logistics effort

8. What we’ve tried and considered
● Talking directly to our customers
○ We’ve already done this via our Sales team and in-house customer meetings
○ This is how we arrived at the three shipping options we’re considering
● Running an ABCX test
○ Would be prohibitively expensive, as we’d have to implement each shipping option first
● Running a painted door test
○ Could anger customers because the desired feature is unavailable
○ A deployment would still be necessary to simulate the feature

9. Why Contorion uses VWO surveys?
● No development or design necessary
○ But highly customizable in terms of design and triggers
● Fast and easy to set up for non-technical staff
● Allows for freeform follow-up questions (“Why do you prefer this option?”)
● Easiest way to quickly collect qualitative feedback
○ Interviews can be very time consuming
○ Onsite surveys provide important context (e.g. session recordings)

10. Case Study: Improving VWO Reports using VWO Surveys
● Used VWO Surveys to create themes of what frustrated our users
● Got 100+ users to get on a call with us and give detailed feedback on VWO
Reports
● VWO Reports rollout has seen our satisfaction score jump by 2x!

11. What’s A Great Survey?
Listen To Your Customers Across Their Journey Using Website Surveys
● Optimize your survey experience
● Personalize your messaging
● Nail down your triggering conditions
● Target the right visitors

12. Titleofyourpresentation-Appcues.com
Thank You!
Q&A
Use #AskVWO To Ask Questions on Twitter