These 4 Types of Surveys Help Salesforce Marketing Cloud Users Boost Conversions

According to Salesforce’s State of the Connected Customer report, 84% of customers believe the experience a company provides is just as important as its products and services.

When customer experiences can make the difference between visitors who leave dissatisfied and customers who come back time and time again, how can you be sure your experiences are meeting customers’ expectations?

You can start by asking them.

84% of customers believe the experience a company provides is just as important as its products and services.

Quick user surveys allow you to capture how customers feel at a specific moment in time, collect user preferences, and even learn how they navigate your site. In a digital landscape where customer experiences are more important than ever, this actionable user intelligence is key to strengthening customer relationships and boosting conversions.

Here are four types of surveys Salesforce Marketing Cloud (SFMC) users can implement to better understand customers and turn audience feedback into real revenue.

1. Capture customer insights with post-purchase surveys.

At the moment a customer completes a purchase, they are in a highly-engaged state. Make the most of your customer’s attention with a quick post-purchase survey, allowing them to provide actionable feedback while their shopping experience is still top-of-mind.

These surveys can go beyond CSAT or NPS scores to provide additional context for your site traffic and conversion data. For example, asking a user how they heard about your site can help you determine which marketing channels are most effective for converting new customers.

Surveys can also help you strengthen customer relationships by capturing interests and preference data. This data can be shared with Salesforce Marketing Cloud, allowing for rich segmentation and personalized email content that drives repeat purchases.

2. Act on customer responses in real-time with feedback surveys.

Capturing real-time audience insights is critical to providing great customer experiences. By connecting your surveys to Salesforce Marketing Cloud, you can take instant action based on both positive and negative feedback.

For instance, if customers respond positively to a survey, a triggered email can show them your appreciation or invite them to share a customer testimonial. If a customer leaves negative feedback, surveys can trigger a Salesforce task, enabling customer service representatives to quickly follow up and address problems before they escalate.

Salesforce data has found that 62% of customers will share bad experiences with others, while 72% will share their good experiences with others. If you have the survey tools to shape customer experiences in real-time, you can help ensure that the experiences your customers share are positive ones.

3. Learn why visitors abandon your site with exit-intent surveys.

Are new site visitors leaving without making a purchase? Does your site have a high bounce rate? Deploying a survey to departing visitors can help you learn why. Exit-intent surveys appear when a visitor’s cursor moves to navigate away from your site, allowing you to capture actionable information before users leave.

For example, say a shopper adds something to their cart, then attempts to abandon your site before purchase. A quick exit-intent survey may ask why they didn’t complete their purchase, then provide options to contact you via phone, email, or chat. To further incentivize purchase, you can provide a personalized discount for the products they added to their cart in exchange for their email address or mobile number.

Similarly, you can deploy surveys to visitors who exit without completing an action. As visitors navigate away from your site, ask if they found what they were looking for, then allow them to tell you why they’re leaving. Perhaps they found your navigation confusing, your prices were out of their range, or maybe they were just window shopping. Based on their response, you can direct them to contact you via their preferred channel, you can provide a discount for a future purchase, or invite them to join your mailing list to receive the latest deals.

Insights from exit-intent surveys can help you retain existing visitors and optimize your onsite experience for future visitors.

4. Improve user experiences with surveys to guide users through your site.

When shoppers enter an in-person store, an employee is typically close by to help customers and answer questions, making it more likely that they leave the store with a purchase in hand.

As customer experiences become increasingly digital, you can replicate this helpful employee virtually, with a survey guiding new visitors through your site. Salesforce research has found that customers expect to find what they need in three clicks or less. If you can pinpoint their purpose quickly, you can get them to their destination quickly, increasing the chance of conversion.

For e-commerce sites, a quick survey may guide visitors through your website by asking:

• What type of product are you looking for?
• Who are you buying for?
• How old is the person you’re buying for?

You can also use these surveys to collect email addresses from new site visitors by presenting this survey in the form of a quiz. Ask visitors to complete a quiz, then ask them to provide their email address in exchange for a personalized gift guide. With a direct email link to these passing users, you can nurture these new visitors into repeat customers through tailored email content and product recommendations.

Best Practices to Maximize Survey Completion Rates

Finally, whether you deploy surveys to passing visitors or repeat customers, it’s important to make sure your surveys are user-friendly and designed for success. After all, your surveys are part of the customer experience too.

Keep these tips in mind to ensure users complete your surveys:

• Limit form fields. The more complicated a survey, the less likely a user is to complete it. Make sure your surveys require only the most important data.
• Conditional form fields. If you want to collect additional customer data, you can use conditional form fields that appear based on previous survey answers.
• Don’t ask for data you’ve already collected. If a user has just completed a purchase, you already have their email address; when your surveys are connected to your marketing ecosystem, there’s no need to ask for it again.
• Improve relevance with contextual surveys and dynamic content. Use existing data to make the survey experience more personal and collect the most relevant intelligence.

By using survey tools that are deeply integrated with Salesforce Marketing Cloud, you can personalize your surveys with existing customer data, then feed survey data back into Salesforce for targeted, relevant communications that drive more revenue.

Digioh’s surveys integrate with SFMC to capture real-time audience insights for personalized interactions at scale. To see how Digioh can help you deliver superior experiences, visit us on AppExchange.