How to Use Online Surveys Do them right, and online surveys can be very revealing.
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By now, you've probably used some sort of online survey tool to quiz site visitors. These tools--offered by companies such as QuestionPro, SurveyMonkey and Zoomerang--allow you to find out what your customers like and what they don't. And with costs generally ranging from free to about $20 a month, web surveys are a cost-effective tool.
"Gathering feedback from customers has [a] great impact on any organization's business model," says Esteban Kolsky, a research director at Gartner Inc. in Stamford, Connecticut. "Feedback, when used correctly, can increase cross-sell and upsell transactions by 15 percent to 20 percent."
Unfortunately, many entrepreneurs make the mistake of implementing web surveys without a concrete strategy--which can actually reduce customer satisfaction and provide a less-than-ideal experience for customers. Getting effective and usable results, according to Kolsky, means you should:
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