How To Improve CRO With PPS

By now, many e-comm performance marketing agencies and some retention agencies are coming to understand the power of post-purchase surveys (PPS) for their clients and agency retention.

But within the last few weeks, I've chatted with more e-commerce web dev and CRO agencies like ConversionWise .

If you're not using a PPS yet for your Web/CRO clients, here are some of the benefits/insights a platform like KnoCommerce can get you.

Benefits

1. Higher Response Rates: Sure Hotjar or similar tools can ask questions based on the user experience, but from the HJ website, they get on average a 17% response rate, with a PPS you get an average of 45% (if, not higher).
2. Less Interference With Conversion: The number 1 goal of any e-comm website is to convert and a survey (outside of a product quiz) can distract from the ultimate goal of a customer checking out.
3. More Quality Insights: With HJ you get feedback from shoppers, with PPS you get feedback from customers. There's a huge difference in the quality of insights as these shoppers have already been through the full-funnel experience of your client's brand and can give you a more comprehensive view of their thought process/experience.
4. More Actionable Insights: Once again, web experience surveys often are on a numerical scale or do not get engaged with by a majority of shoppers. With a platform like KnoCommerce , you get a majority of shoppers filling out a 6-8 question survey with a robust dashboard to break down the data and make a decision. No more Excel pivot tables, VLOOKUPS, or hours trying to interpret numerical figures and sparse data. Instead, you can use your PPS with your heat mapping, customer interviews, etc to really make a comprehensive decision on how to improve the site and the conversion rate of the site.

Now let's move on to the kind of insights you'll get from on avg 1 of 2 customers with a PPS.

Insights

Here are just some of the questions we help answer for CRO/Web agencies and their clients here at KnoCommerce:

• What benefits should I be prioritizing on my site?
• What qualities, colors, flavors, or sizes do my client's customers care about the most?
• What questions do customers have even though they completed a purchase?
• Did anything almost prevent them from purchasing?
• How does the customer speak about my product on their own terms?
• How do I get more reviews to boost new products?
• Do my value props need to change for a new vs. returning customer?
• What's preventing a customer from subscribing?
• Who is my customer (demographic, geographic, psychographic)?
• Who is my customer purchasing for and how does that affect my content/copy?
• Are there any pages, buttons, or other website elements that we're unaware of that are broken?

Best Practices

Now I'd be lying if I said let's ask a ton of open-ended questions and we will get a 45% response rate.

Customers get overwhelmed super easily, so here is how you will want to set up your survey to elicit the higher number of responses possible.

And don't worry ?? ... even if they don't answer all of the questions, we will still collect all the questions that your customers have answered up to that point.

• The first 1-3 questions make them single-choice, with KnoCommerce, we will automatically move the customer to the next question without them having to click next. (See example below)

Ask your qualities/flavors/colors questions here.

• Questions 4-6 make multiple choice.

Ask your shopping experience questions here.

(ie. what factors do you look for when shopping? Free shipping, returns, etc.)

• Questions 7/8 make open-ended.

Ask your most unresolved questions here.

Pro Tip: Ask "what" or "why" questions versus "did you" questions in order to reduce the amount of N/A's or nothing responses.

• Lastly, push towards action.

One of the biggest differentiators with KnoCommerce is the ability to push toward action.

When talking with agencies, it sounds like this year is the year of the loyalty program, but whether it's a refer-a-friend program that you're trying to better position on your clients' site, mobile app downloads, or something else, KnoCommerce can push a customer towards these other funnels post-purchase.

Getting Started

Getting a PPS set up is the easiest way to have your customers tell your client how your agency should improve their site.

Taking only 10 minutes to get set up on Shopify .

Register a client today here, or book a call with me to learn more.

KnoCommerce has been brilliant since we moved over from another survey tool. The support has been amazing from a technical and strategic aspect. The insights provided are invaluable. Highly recommend!

Join the 200+ agencies that are working with KnoCommerce and powering over 2500 brands with insights straight from their customer's mouths.