Do you believe? How this question leads to customer action

For over 20 years, companies have been asking their website visitors plenty of questions. Too many, in fact. But they have largely failed to ask one of the most powerful questions of all: “Do you believe?”

 

When you ask that one question, a world of opportunity opens up. First, knowing the answer to that question can improve personalized service. For example, it lets you distinguish desperate buyers from casual ones. When you do that, you’re better able to generate more convincing content (especially for skeptics) and timely calls-to-action that speak to both believers and non-believers alike.

 

Next, distinguishing believers from non-believers improves segmentation in your analytics. Using the notion of “belief”, you can reconcile recorded responses with actual on-site behavior, which is often a far better indication of intent.

 

For instance, we know from experience that believers in a given product or service consume nearly 3x as many branded web pages as non-believers. Furthermore, believers spend up to five minutes more per average session (varying by industry, of course), compared to less than a minute for non-believers.

 

So you see, asking if your audience believes helps you understand who really matters in today’s visitor pool; whom you should focus on now and who you can follow-up with later. When asked in this way — in only 1–2 questions, of course, because time is valuable — you can then view your segmented behavior or acquisition reports in every major analytics suite on the market today: Google Analytics, Adobe/Omniture, etc.

 

In other words, siloed, impersonal, and low response survey data is no longer enough. Feeling impacts behavior. Size and timing matter.

 

So I ask you:

Do you believe micro-surveys embedded within the user experience are better than traditional surveys?”
 
Yes     No