According to a recent survey, 96% of website visitors don’t end up making the purchase. This implies that only a meager 4% of your website traffic is likely to turn into conversions. The number isn’t very encouraging, and that is why marketers are constantly trying new strategies to improve this percentage.
But how does one increase the number of conversions? By increasing the number of quality leads, of course! Many companies hire lead generation services in London to help them with their campaigns, while others have their in-house marketing teams working to achieve this goal.
Micro-surveys are one of the most effective tools for lead generation today. You might be wondering how they are different from regular surveys? Well, micro-surveys are much shorter questionnaires that you put on your website to get basic information about visitors. They help you understand the 96% who do not end up purchasing from the website.
Micro-surveys are a valuable resource for online marketers. They offer data about your potential customers that you can use to improve your marketing campaigns. In this article, we are going to share some important guidelines on how to create micro-surveys that generate leads.
Keep reading to learn more!
How to create micro-surveys that generate leads?
An effective micro-survey helps you generate and identify Marketing Qualified Leads (MQLs) and adopting a full service marketing agency can help you to achieve that in time. These leads are the ones most likely to convert. The more MQLs your micro-survey can generate, the higher its success ratio. Here are a few pointers for creating micro-surveys that help with MQLs:
- Identify Pain Points
One of the main objectives of your micro-surveys should be to identify the pain points for website visitors. If you want to identify MQLs, then ask first-time visitors to share the problems they faced with your product.
Asking this question in the micro-survey is the best way to address your audience. Consider embedding the micro-survey on the high-traffic landing page for all visitors. Also, make sure that you ask for basic contact details such as email, profession, etc.
- Share Relevant Content
When you have identified the pain points of visitors, you can design smart campaigns that address these points and provide solutions. However, don’t assume that your work with micro-surveys ends here. In fact, it has just begun. Besides landing pages, makes sure you include micro-surveys in your email campaigns to get more in-depth information.
If you have a newsletter, always send a micro-survey along with it for your regular readers and customers. Ask questions about the kind of content they’d like to see more of and then create and share that content. Micro-surveys will allow you to identify the content that your customers want, so you can tailor your campaign accordingly.
Make sure you ask your audience questions like, “what will make them buy your product?” and ‘what are the friction points that keep them from investing in your products?” This information will help you with your promotional offers and future sales pitches.
- Enable and Boost Sales
Another important thing is to determine why people don’t make the purchase after browsing the pricing page. You can get this information by designing a micro-survey that is embedded on the sales page and appears when the user takes action to close the tab. You can call this the “exit survey” and ask questions like, “What stopped you from completing the purchase?” The answers of the visitors will help you identify the areas that you can work on.
For instance, if the viewer says they don’t understand how they can use the product, you can offer an instructional video, a free demo, or a training course. If a viewer says that the price is too high for them, then consider offering a discount or a free trial.
How to create a survey that brings you responses without annoying your potential customers?
Let’s face it! None of us has the time or likes to fill out boring surveys for companies and businesses. One of the biggest concerns for survey designers is to get responses without frustrating the visitors. If you want to create such a micro-survey, then you’ll have to adopt the following tips:
- Incorporate SMART objectives: An effective micro-survey is the one with SMART objectives. In order for your survey to comply with this, it must have Specific goals, Measurable success metrics, Actionable questions, Relevant inquiries, and good Timing.
- Make it short and quick: If you want your viewers to actually complete the survey, make it as short and easy for them as possible. Ask precise and focused questions. The viewer will get annoyed if your questions make no sense or ask them for too many details.
- Survey personalization: It’s important to personalize your micro-surveys to motivate the viewer to fill them. You can do this by using visual aids like videos and images that help the target audience connect with the content emotionally.
- Ensure data security: If the viewer doesn’t feel safe sharing their personal information, then they will never complete your surveys. Make sure you ensure the survey takers that their information will stay confidential and will not be shared with any third party. A simple statement to ensure security will make your target audience feel safe while filling your micro-survey.
- Take a test run: Always test your survey before making it live. Ask multiple people to review the survey questions and see if they find them short and easy to answer. Moreover, test the location of the survey and make sure that the website visitors notice it easily.
Quality lead generation is the most critical aspect of any marketing campaign. With the strategies that we discussed above; you can create micro-surveys that help you generate MQLs.
Faye Eldridge is the founder and director of The Fyami Marketing group limited. Fyami is a curious growth hacking agency in London, that provides demand generation, lead nurturing, digital, social media, and general marketing support and solutions.’ Our mission is to get businesses more businesses in this technology-led digital age. Faye believes in positive influencing, transparency, diversity, being inquisitive, being tenacious, and sharing knowledge. She has a Master’s degree and is currently partaking in doctorate business research relating to the CMO and CTO collaboration.