Understanding Lost Conversions by Asking the People Who Just Bought


While you can easily create an exit survey targeted at people who don't plan to purchase from you, test your product, etc. Something like the purchase confirmation page or the trial post-sign-up page. Even if it's as simple as the page you display after someone enters their email to be on your mailing list.


The response rate for surveys hosted on these pages is 20% or higher.


There's no limit to the types of questions you can ask on this page to enjoy high response rates and quality responses.


Survey Content

Here are the possible questions to ask to help uncover this objective:


  • What's the one thing that nearly stopped you from buying from us?

  • What convinced you to pay for this service?

  • What's the most significant influence on your purchasing decision?

  • Which of our online and offline competitors did you consider before choosing our [Product name]?

  • What persuaded you to start a trial?

  • What was your biggest challenge, frustration, or problem finding the [Product name] online?

  • Where exactly did you first find out about us?

  • Which other options did you consider before choosing our [Product name]?

  • How likely will you recommend our company to a friend or colleague?

  • What could we do to make this site more helpful?

  • Was there anything about this checkout process that we should improve?

  • What other products would you like to see us offer?

  • What convinced you to pay for this service?

  • What was your biggest fear or concern about using us?

  • Which of the following best describes you?


Recommended answer type: Text-based answer


We strongly recommend not giving visitors a list of options for this objective. The reason being is this method can and will work against you by effectively leading the customer.


We want to uncover the answers we don't already know, and the best way to do this is to allow your visitors to tell you what they think.


Understanding lost conversions by asking people who just bought


TIP: Remember to mark write-ins as required. It will ensure those survey takers can only move to the next step once they've entered a response, preventing blanks from showing up in your reporting.


If you need help understanding all the options available within the Survey Editor, visit this portion of our Help Center.


Recommended Targeting Options



These questions are targeted at the same group to identify your product's appeals. We recommend running one or the other - not both simultaneously.


If you need help understanding all the options available within the Targeting Section, visit this portion of our Help Center.


These are just suggestions. We recommend experimenting to see what works best for you.


While the suggestions mentioned are a great place to start, we ask you to keep in mind that what may work well for some may not work for all. Constantly test and tweak your surveys to hone what works best for your circumstances.


That is all about understanding lost conversions by asking the people who just bought.



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