Hotjar Feedback Polls Guide

The Ultimate Guide to Using Feedback Polls

Feedback polls are windows into the mind of your users. When you bring their voices into your story, you'll find out why they do what they do, what they think of your business, and how you can build, design, and plan with them in mind.

Net Promoter Score

Measure & improve the percentage of your users who refer you to their friends.

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“Most companies want customers to be happy; the challenge is how to know what customers really think about you. NPS gives you the metrics to better effectively measure customer satisfaction, so that you can work on ways to increase it.”
 ~Ross Beard


Why it matters: 

To measure & improve the percentage of your users who refer you to their friends, set up an NPS poll on your website. This will help you discover the elements of your site and business that are driving people to your site so you can improve upon them to delight more users and convert more visitors.

Questions to ask:

  • How likely are you to recommend us to a friend or colleague? (1-10 scale)
  • What changes should we make to receive a higher rating?
  • If we could do anything – what should we do to WOW you?

Content Evaluation

Improve your content by getting direct feedback & suggestions from your readers.

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“If you’re not putting out relevant content in relevant places, you don’t exist.”
~Gary Vaynerchuk

Why it matters:
To improve the content on your website, set up a poll to get direct feedback & suggestions from your readers about what they just read. When you get feedback from your readers, they’ll tell you what type of content they’re looking for so you can produce more of it.  

Questions to ask:

  • If you could change just one thing in this page, what would it be?
  • What other content would you like to see us offer?
  • How useful was this article?

Landing Page

Increase your conversion rates by finding out what works and doesn’t work on your landing pages.

“If an element on your landing page doesn’t add clarity to your offer, throw it away.”
~Oli Gardner

Why it matters:
To increase conversion rates on your landing page, set up a poll to ask your users what they think about it. When you do this, you’ll find out what works and doesn’t work on your landing page.

Questions to ask:

  • Is there anything on this page that doesn't work the way you expected it to?
  • If you could change anything on this page, what would it be?
  • What could we do to make this page more useful?

Homepage

Help your users get where they need to go by finding out what works and what doesn’t work on your homepage.

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“Home pages get tons of traffic – often the most traffic of any page on a site. So they seem like the perfect starting point when it comes time to optimize our copy.” ~Joanna Wiebe

Why it matters:
To help your users get where they need to go, set up a poll and ask them why they came to your home page in the first place. When you do, you’ll learn more about your customers and find out what works and what doesn’t work on your homepage.

Questions to ask:

  • Did you find what you were looking for today? (Yes & No)
  • If Yes: [Move to the next question] or How’d you land on our homepage
  • If No: Tell us what’s missing?
  • If you could change this page in any way, what would you have us do?

Success Page/Purchase

Sell more products by finding out why people are buying from you (so you can give them more).


“Not only is empathy important during the business’ inception and product creation process, but it continues to be essential throughout the lifecycle of the business. If you’re empathetic to why somebody doesn’t want to buy your product, and there are enough people expressing the same issue, you will understand how you need to adjust to boost sales." ~Gary Vaynerchuk

Why it matters:
To sell more products on your site, set up a poll and ask users what they think of your buying process and products. By finding out why people are buying from you, you can give them more of what they want.

Questions to ask:

  • Does our pricing structure make sense to you? (Yes & No)
  • If Yes: [Move to the next question] or Great. What other products would you like to see us offer?
  • If No: What about it didn’t make sense?
  • Was there anything about this checkout process that we should improve?
  • What was your biggest fear or concern about purchasing from us?

Pricing & Plans

Acquire more customers by making sure your plans and prices are clear and understandable.

polls_guide_plans.png


“What will encourage the reader to take the next step or make a purchase? Focus on clarity over cleverness.” ~Nicole Fenton


Why it matters:
To acquire more customers, set up a poll to make sure your plans and pricing makes sense to potential buyers. By making sure your plans and prices are clear and understandable, you’ll be able to convert more visitors and see more revenue.

Questions to Ask:

  • Is our pricing clear? (Yes & No)
  • If Yes: Awesome! What was your biggest challenge, frustration or problem in finding the right (Product Type) online?
  • If No: What would you change about our pricing?
  • What’s the one thing we’re missing in [product/service name]?
  • What's one feature we can add that would make our product indispensable for you?

Success Page/Signup

Increase user engagement by finding out why users are opting in for your product or service.


“Let’s take most of the money we would’ve spent on paid advertising and paid marketing and instead of spending it on that invest it in the customer experience/customer service and then let our customers do the marketing for us through word of mouth’ and that became the whole business model.”
  ~Tony Hsieh

Why it matters:
To increase user engagement, set up a poll to by find out why existing users are opting in for your product or service. When you find out why existing users opted in or signed up, you’ll be able to optimize your site for future conversions as well.

Questions to ask:

  • Was it easy to sign up? (Yes & No)
  • If Yes: Great! What was the main thing that persuaded you to sign up?
  • If No: What can we change about the process?
  • Did you have and concerns before you signed up? (Yes & No)
  • If Yes: What were they?
  • If No: Great! What's one feature we can add that would make our product indispensable for you?

High Bounce Rate

Keep more people on your site by finding out why they’re leaving and plugging the leak.


“Bounce rate is one metric savvy marketers can't afford to ignore, as it measures how effectively your brand is resonating with visitors.” ~Elisha Hartwig

Why it matters:
To keep more visitors on your site, set up a poll to find out why users are leaving your website so you can plug the leak and retain more traffic.

Questions to ask:

  • What’s missing on this page? How can we improve it?
  • Where exactly did you first hear about us?
  • Having seen our site, how would you describe us to a friend or colleague?

Churn

Retain more users by finding out why are people leaving, downgrading, or cancelling so you can fix what’s broken.

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“If you already have customers, stop putting intense resources into A/B testing homepages and making referral programs, just for a bit. Instead, focus on where customer churn is occurring, how you can provide great customer service, and what low-hanging fruit you can address to increase customer satisfaction. It’s worth it (literally).”
  ~Evan Hamilton

Why it matters:
To grow revenue and boost ROI, you need to focus on retaining customers who will pay you on a recurring basis.

Questions to ask:

  • We need your blunt feedback – Why did you choose to cancel your account today?
  • What's the one thing we should add to make ourselves indispensable for you?
  • If we could do anything – what should we do to WOW you?

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