Why it matters: it’s important to understand why prospects leave your website so you can address their concerns, counter their objections, and win more conversions.
How it's done: add on-page surveys and/or exit-intent surveys to your high drop-off pages.
Question to ask: “What, if anything, is stopping you from taking action today?”
Example #1: HubSpot
HubSpot is a leading Customer Relationship Management platform that also offers online training and certification programs for marketing professionals through its HubSpot Academy service.
HubSpot Academy increased its conversion rate by adding an exit-intent survey that asked one simple question when users decided to leave: “Not for you? Tell us why.”
The answers revealed issues the team at HubSpot hadn’t even considered, and they adjusted their web copy to address those objections.
Example #2: Conversion Rate Experts
Conversion Rate Experts has helped giants like Google, Apple, Amazon, and Facebook to increase conversion rates, and they actually coined the phrase ‘conversion rate optimization’ back in 2007. One of Conversion Rate Experts’ favorite techniques is an exit-intent survey that asks two questions:
- “Quick question… did you find the information you were looking for on this page?”
- Based on the answer:
- If Yes, ask, “Great! How could we improve this page?”
- If No, ask, “Sorry to hear that! Could you tell us what was missing?”
- “Thanks for your feedback. If you’d like a response, please leave your email below. (We won’t use it for anything else!)”