1. Time spent on page (10+ seconds)
  2. Above average engagement
  3. Upon exit
  1. Why did they come to the site? Does our site match their needs? If not, are we attracting the wrong traffic, or are we underutilizing an opportunity here.
  2. What are the sources of friction? This is more specific than “why they didn’t buy” although understanding that is our main objective, but we have many goals to understand the big picture.
  • What’s the purpose of your visit today? (establish user intent)
  • Why are you here today? (establish user intent)
  • Were you able to find the information you were looking for? (identify missing information on the site, best asked on product pages)
  • What made you not complete the purchase today? (Identifying sources of friction — ask this only during checkout pages, and beware that some people are still considering completing the purchase)
  • Is there anything holding you back from completing a purchase? Y/N (ask for explanation and identify sources of friction)
  • Do you have any questions you haven’t been able to find answers? Y/N (Identify sources of friction and missing information on the site)
  • Were you able to complete your tasks on the website today? Y/N, and when No is selected, ask “Why not” — identifying sources of questions.
  1. Ask a single free format question (the more you ask, the less answers you get — I don’t recommend asking more than 1 question at a time).
  2. Ask a simple yes/no question, and ask for an explanation once they’ve answered it.
  • Losing — (182 responses) “Is there anything holding you back from making a booking? Y/N”
  • Winning — (517 responses) “Do you have any questions you haven’t been able to find answers to? Y/N”
  1. Why didn’t you complete the purchase today?
  2. Is there anything holding you back from making a purchase today?
  3. Do you have any questions you haven’t been able to find answers to?

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