Underrated Post-Purchase Survey Questions You Need Today to Double Your Conversions
At KnoCommerce, we spend a lot of time analyzing post-purchase surveys and we’ve identified two underrated post-purchase survey questions that can have a significant impact on your conversions. However, the effectiveness of these questions can vary depending on where your brand is in its growth journey.
For Newer Brands with Less Than $1M-$2M in Annual Revenue:
“Was there anything that almost prevented you from buying today?”
This question is a game-changer for uncovering the hesitations and hurdles that potential customers face. The insights gained from this question can lead to transformative changes. A couple of examples:
- Introducing a buy now/pay later option to reduce purchase friction.
- Refining website copy to address value propositions that might have been overlooked.
By identifying and addressing these barriers, newer brands can optimize their purchasing process and increase their conversion rates.
For Established Brands with ~$2M+ in Annual Revenue:
“Was there anything difficult about using our website today?”
This question should start with a simple yes/no, followed by an open-ended prompt if the answer is “yes”: “What was it?” The responses can reveal a wide range of insights, such as:
- Hidden errors in the checkout process that are costing you sales.
- Limited customization options for products, like bundling or color selection, which may be frustrating your customers.
After collecting responses over a 60-day period, this data can be categorized and analyzed to identify common themes and areas for improvement. Even small tweaks can lead to a notable increase in your conversion rate, which in turn, can have a significant impact on revenue.
The Power of Open-Ended Survey Questions
While specific questions often provide straightforward and actionable insights, open-ended questions hold the potential to unlock more profound opportunities. Here’s an example from David Baker, Head of Growth at Beekman 1802 Skincare who shared how their suspicions about customers breaking apart gift bundles led to critical insights. (Check out the full Beekman 1802 Skincare case study here!) Customers were potentially wasting high-end gift boxes, which had several implications:
- Cost Efficiency: Spending on packaging that isn’t valued.
- Revenue Impact: Missing out on upsell opportunities for customers who would actually value the gift box.
- Environmental Concerns: Wasting materials because they weren’t providing perceived value.
By asking open-ended questions, brands can uncover insights that not only optimize conversions but also refine broader business strategies.