The easiest way to understand why visitors aren’t converting is to ask them. But what questions should you ask? In this webcast, you’ll discover * Six “golden questions” that we use to reveal exactly why visitors aren’t converting. * A new way to think about questions, which will make it easier to know what to ask in any situation. * Why we use the survey tool Qualaroo, and some inventive ways to use it to identify conversion opportunities. The webcast is co-presented by Sean Ellis and Dr Karl Blanks. Sean Ellis is the CEO of Qualaroo. He has helped to grow some of Silicon Valley’s most successful startups, including Dropbox, LogMeIn and Eventbrite. Dr Karl Blanks is the co-founder of Conversion Rate Experts, a consultancy whose client portfolio includes Apple, Google and Facebook. You can watch the video of this talk at http://www.conversion-rate-experts.com/questions/

1. “Golden questions”
that reveal exactly
why your visitors
aren’t converting

2. “Golden questions”
that reveal exactly why your
visitors aren’t converting
Dr Karl Blanks, Chairman
Sean Ellis, CEO

3. How we became
“conversion obsessed”

4. Google took notice

5. Our clients
Our results

6. Understanding
the visitor is a
core step

7. Most businesses realize
the
importance of surveys

8. But
few surveys get back actionable information
that improve conversions

9. Remember
these
principles

10. Principle 1:
It's better to err on
the side of asking
too few questions…
…rather than ask
too many

11. Principle 2:
The only thing worse than not asking questions…
…is to ask them and then do nothing with the
responses
You might as well throw
the response in here

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Ask the right
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13. Surveys aren't something you should do then
forget about;
SALE
Psychogram
“
?
SALE
build different questions into a
regular plan of gathering visitor intelligence

14. Questions throw light on the Psychogram

15. Conversion Rate Experts has
plenty of questions for each
objective and visitor
“
SALE
Qualified noes
?
Customers
who bought
moments ago
Existing
customers

16. Now, let’s say we’re
selling a turbo widget

17. Before we get started,
we need to decide who we’ll survey:
Today, we’ll focus on this chap
Qualified noes
Customers who bought
moments ago
Existing customers

18. Understanding the people who did
buy, allows you to
tip
the scales for people who
didn’t

19. Next, let’s make sure our questions
tackle key objectives:
Uncover where
customers come from
?
Understand reservations
SALE
Discover appeals
Understand position relative
to your competitors

20. Objective: Uncover where customers come from
SALE
?
“Where exactly did
you first find out
about us?”

21. Don’t force the visitor to shoehorn
their response into a prewri en
dropdown field. (e.g., not “Google,”
“Magazine,” or “Friend”)

22. Objective: Identify appeals
SALE
?
“What persuaded
you to purchase
from us?”
Or “Please list the top three things
that persuaded you to use us rather
than a competitor.”

23. You may think it's all about price or some
other factor, but let your customers tell
you what motivated them.

24. Objective: Understand position relative to your
competitors
SALE
?
“Which other options
did you consider
before choosing our
Turbo Widget?”
Or “Which of our competitors, both
online and offline, did you consider
before choosing our Turbo Widget?”

25. You may think you know who your
competitors are, but answers to this
question may surprise you.

26. Qualified noes
Customers who bought
moments ago

27. Qualified noes
Customers who bought
moments ago

28. Qualified noes
Customers who bought
moments ago

29. Next, one of the
best questions
for identifying what’s stopping
qualified non-buyers.
Qualified noes
Customers who bought
moments ago

30. Objective: Understand reservations
SALE
?
“What's the one
thing that nearly
stopped you buying
from us? ”
Or “What was your biggest fear or
concern about using us?”

31. A question we
l ve.
“What was your biggest challenge,
frustration or problem in finding the
right Turbo Widget online?”
SALE
?

32. Never mind that you may receive impractical ideas;
all you need is a single great one that you
haven't thought of

33. Why we use Qualaroo

34. Inventive ways to use Qualaroo,
But first…what is Qualaroo?
§ Friendly prompt to answer a question
§ Understand website visitor needs/issues
§ Target page, # visits, time on page, etc.

35. People not taking a desired action
Why not?

36. All about conversions, including…
§ Trial sign-up
§ Email opt-in
§ Revisit content
§ Open an email
§ Purchase

37. Inventive (and simple) use #1:
Request for email

38. Results

39. Inventive (and simple) use #2:
• Webinar invite email response rates
• Starts with right webinar topic

40. Inventive use #3:
• Triggered by cart abandon prediction setting
• Identified cart browser issue
² Caused $60K in lost sales
Client undisclosed

41. Short-term friction / long-term results tradeoff?

42. Inventive use #4:
• Uncover needs
² Position solution appropriately

43. Now Qualaroo for mobile
Inventive use #5 à Yours!

44. What you should do now
conversion-rate-experts.com/learning-zone/
Free trial: app.qualaroo.com/plans

45. Any questions?
conversion-rate-experts.com/learning-zone/
Free trial: app.qualaroo.com/plans