I am researching surveys for a client project.
I found that surveys are an ideal method for gathering feedback from a large number of people quickly and relatively inexpensively.
The law of large numbers means that drawing conclusions based on your summary data, if done right, i.e., no garbage in, will be accurate and reliable, and provide insights and conclusions that can help you understand your customers.
Website surveys are optimal for capturing customers’ freshest thoughts about their experiences on the site, and to get more context about the customer’s visit.
Website surveys are triggered by automated pop-ups, or by clicking on a text link. Automated pop-ups are considered site-level surveys.
Site-level surveys are best at helping you understand the holistic customer experience on your website.
Surveys requiring the customer to proactively click a link or an image to initiate the surveys are called page-level surveys.
Page-level surveys are best at helping you understand the performance of individual pages. They are usually much shorter than site-level surveys, and aim to collect satisfaction ratings or task completion rates on a single page.
Post-visit surveys are usually shorter and much more targeted than website surveys. They’re usually geared toward measuring a slice of the experience.
Inspiration for this post came from Occam's razor.