Trends Report

The Four Essentials Of Effective Web Site Intercept Surveys

How To Make Getting Visitor Feedback A Positive Customer Experience

June 21st, 2010
Andrew McInnes, null
Andrew McInnes
With contributors:
Megan Burns , Rachel Zinser , Shelby Catino , Brad Bortner

Summary

Web site intercept surveys are a popular tool for finding problems with the online experience. But a poorly designed site intercept survey can hurt more than it helps by providing misleading insights and negatively affecting customers' online experiences. Forrester's research uncovered four essentials of effective Web site intercept surveys: 1) compelling invitations; 2) simple, relevant questions; 3) streamlined experiences; and 4) usable interfaces. Customer experience professionals can ensure survey quality by enlisting help from internal market research experts, qualified or informal survey testers, and actual customers.

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