Talk to Your Website Visitors to Know What They Need
Keep user surveys short and focused. Too many questions lead to abandonment, participant fatigue and unreliable data.
Who are the only people that know what they need from a website?
Visitors to corporate websites encounter great content assembled by skilled communications and web teams. And, to keep everything running smoothly, those teams carefully track visitor website activity and on-page behaviour.
But, Google Analytics (or its equivalents) can’t tell you what visitors actually needed to do when they landed on your site, only what they did and where they went.
To understand visitor intent, you need to collect high-quality feedback.
In the measurement phase of preparing our Top 20 Most Effective Corporate Digital Estates report, we found every website had deployed analytics software (Google Analytics, Matomo, etc.) to record visitor behaviour and activity.
However, few sites had active user surveys running alongside their web analytics software. And, the surveys we did encounter were often not set up to collect data that could feed into decision making.
