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How to Use On-Page Surveys to Improve Customer Experience

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How to Use On-Page Surveys to Improve Customer Experience

Jason Hawkins
How to Use On-Page Surveys to Improve Customer Experience

On-page website surveys are exactly what they sound like: surveys that ask people questions while they’re on a website. These surveys ask consumers questions about current issues and problems they are experiencing while they are using a specific website, so it can be a much more reliable method than asking people to recall past experiences after they’ve already used and left the site.

It sounds easy enough, but there are actually many different on-page survey software options, different ways to use the surveys for the most success, and different ways to analyze the data or content that you collect. If you’re interested in on-page surveys, start from the beginning by asking the following questions before jumping into a campaign.

How Do On-Page Surveys Work?

These surveys are generally in the form of pop-up boxes that materialize during a visit to a website. The boxes appear based on pre-determined, specific criteria selected by the website creator in advance, much like you would see when running an email marketing campaign. An example of such criteria may be things like time spent on the site, pages visited, and website activity; for example, how often a consumer puts something in her or her shopping cart but doesn’t make a purchase. 

It’s important for the creator to experiment with different criteria until they find what gives them the results they want.  One way to do this is to make sure you have a clear goal and objective in mind so that the results are focused and not all over the place. 

Another valuable piece of information is to make the survey as short, easy and unobtrusive as possible for the customer in order to increase the likelihood that they will actually complete the survey. It is recommended that these surveys start out with yes or no questions and then branch out to extended response questions.

According to Conversionxl, the 3 most valuable survey questions are:

  • What is the purpose of your visit to our website today?
  • Were you able to complete your task today?
  • If you were not able to complete your task today, why not?

By using those questions, you should be able to get useful feedback from site visitors about what does and doesn’t work on your site.  Look for trends in user responses in order to pick apart the most important issues to be addressed.

Why Do On-Page Surveys Matter?

Kampyle states that on-page surveys are helpful because they can:

  • Recognize and uncover problems with site users’ experiences.
  • Discover process bottlenecks.
  • Elicit feedback based on visitor behavior in order to understand why consumers leave websites before making purchases.
  • Determine customer preferences and objections that affect changes and adaptations in site use.
  • Reveal demand for new products or improvements to existing products.

In other words, surveys can take the guesswork out of website improvement. They enable website owners to figure out exactly who their users are and what they’re looking for in a site. Regardless of what tool you use, this is valuable information that can help make a website much more profitable.

You can also work with an email marketing company, like the Miami SEO Agency, to get a better idea about what data you need and then how to analyze that data once you have it.

Which Tool Should You Choose?

Speaking of tools, you have several options to choose from. It helps to first identify what’s most important to you and make sure that the software offers that feature. For example, you will want to be able to choose which page your survey pops-up on for users, set your own questions, time the survey appropriately, etc. It’s all about keeping that control.  

Some of the most popular tools that offer all of the feature most businesses need are Hotjar, Qualaroo, WebEngage, and Usabilla.



Hotjar states that their site is superior to the others in terms of collecting analytic data about consumers because they offer users the ability to get to know their website clients cheaper and faster than their competitors. 

Their users only have to fill out one script, and because of this they claim their cost is much lower and the process is more streamlined than that of the competition.



The goal of Qualaroo is to “target intelligent interactions by time on page, pages visited, number of site visits, referring source, or any internal data.” 

They do this by using small bits of code and boast that by collecting minimal information they can turn brief visitors in to valuable customers. Naturally, a visit to their homepage immediately elicits an on-site survey about what your goals are for visiting their site.



WebEngage is another tool that is able to help website creators understand and connect with their customers in order to increase their knowledge of their consumers and improve any faults identified in their site. They claim that their site will help users communicate better through mobile, web, and email, and that their team of experts will be by your side to help you make sense of big data for your company. 

Unlike Qualaroo, their on-site survey is accessed by clicking on a link on the far right side of the screen, giving you the option of whether or not to read and complete it. I think this speaks volumes for their approach to on-site surveys, and sets them apart from the others with their “in your face” approach to questioning. It’s important to choose a tool that matches your own ideology for your site.



Usabilla’s site is structured very similar to that of WebEngage, down to the tabs at the top that encourage guests to check out the various resources offered by their company. 

Their on-site survey is also in the form of a right-hand tab that requires a user to click on it in order to give their feedback. 

One big difference with Usabilla is that it targets more than websites; they offer data collection for websites, emails, AND apps. They also appear to rely heavily on emoji’s in order for customers to communicate their feelings about the technology, as opposed to the yes/no and open-ended questions used by some of the other big name tools. 

Again, I don’t think this strategy is better or worse than any of the others; it’s all about what fits best with your philosophy and point of view on how your site should run, and what style best meets your website goals.

On-Page Surveys: Now What?

The moral of the story is that it’s not what you use, but how you use it. Any of the above tools seem more than capable of helping you get to know your users and pinpoint any issues or problems in your site. I don’t think you can go wrong by asking for user feedback, as long as you ask for it in the right way. And whether you develop on-site surveys yourself, or you use one of the aforementioned tools (or any of the others that are out there!) you are pretty much guaranteed to improve your website. Just remember; set a goal, stay focused, and listen to your customers!

Do you use on-site surveys on your web page?  Let us know what software you like and how you are successful in the comment section below.

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Jason Hawkins is the CEO & Co-Founder of The Miami SEO Company. He has over ten years of experience in search engine optimization, conversion rate optimization and lead generation. His core responsibilities include identifying ways to increase value of services rendered, training staff on advanced SEO topics, and A/B testing internal processes to consistently improve client return on investment.
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