Research Report Polls

1. On-Site Polls:
Service Deck.
Every Research and Test Scope:
1. Assessment (insight & biz case)
2. Planning & Scoping (plan card)
3. Test and Learn (analysis)
4. Decision & Actions (scorecard)

2. The Poll Scope
1. Set the goal
2. Determine the targeting rules
3. Determine the question(s)
4. Set up the poll
5. Analyze
6. Report

3. The Goal (WHY A POLL?)
On-site polls give you real-time feedback as visitors are
experiencing the website and allow you to reach users who
haven’t purchased or signed up yet.
On-site polls help us to identify sources of friction on the
site but we can also leverage it for gathering visitor
feedback.
Exit intent polls allow us to gather feedback from visitors as
they are on the tipping point of a purchase. This is the
critical spot in the user journey where visitors experience
doubts, uncertainties, and fears (FUDs) that can stop the
purchase.
By capturing and quantifying these FUDs we can then
suggest alterations and actions that will mitigate or remove
these fears for other, future visitors.

4. Use cases for onsite Polls
● Identify the primary fears, uncertainties, and doubts when a visitor is about
to convert.
● Identify the demand for new products or improvements to existing products.
● Figure out who the customer is to help define accurate customer personas.
● Uncover UX issues;
● Locate process bottlenecks;
● Understand the root causes of abandonment;
● Distinguish visitor segments whose different motivations for similar on-site
activity are undetected by analytics;
● Decipher what their intent is. What are they trying to achieve?;
● Find out how they shop (comparison to competitors, which benefits they are
looking for, and the language they use, etc).
● What fears do they have about handing over their credit card number? What
doubts do they have about your product or service? What’s stopping them
from buying—emotionally, functionally, or otherwise?
The primary, most
typical poll for our
work

5. The Targeting
Polls allow us to target people based on their behaviour on
the site eg they:
● are showing exit intent,
● are visiting a particular page,
● have spent x amount of seconds on the site,
● have scrolled through the page,
● visited x number of pages etc
The targeting rules may vary depending on the device.
Desired respondents: 300
Stopping rule: once we hit 300 responses on each device
Before deciding ask these questions:
● What pages are crucial to your
business?
● Which over- or under-performing
page(s) could most benefit from
additional insight?
● Where in the conversion funnel have
you spotted a leak that needs
investigating?

6. The Targeting
Our priority target is:
● Visitors who are about to leave the site on Desktop
● Visitors who have spent a bit more than the avg
session duration on Mobile
● All of the main funnel pages
We want to capture their fears, uncertainties and doubts
about purchasing or signing up before they leave the site.
Desired respondents: 300
Stopping rule: once we hit 300 responses on each device
How many responses?
We need approximately 200-300 open-
ended responses to be confident in our
strength of signal within the analysis (have a
95% confidence that the answer strength of
signal is valid within ~5-10% of what is
reported - here is an article on stats for
reference).
Note: if it’s a niche product (e.g.,
transmissions for toyota trucks) then you
don't need so many responses...maybe 50
will do. If it's a mainstream product
(shampoo) then you might need 300-500
responses.

7. The Questions
There’s no single magic question that resonates with every audience, so
you’ll have to experiment and think about the goal - what information do
you actually need from the visitors.
Typically, though, there are two ways you can go about setting up your
on-site survey:
1. Ask a single open-ended question.
2. Ask a simple yes/no question, and ask for an explanation once
they’ve answered it.
Example questions
What’s the purpose of your visit today?
Why are you here today?
Were you able to find the information you
were looking for? This can identify missing
information on the site—best asked on
product pages.
What made you not complete the purchase
today?
Is there anything holding you back from
completing a purchase? This helps you
further identify any friction.
Do you have any questions you haven’t been
able to find answers to? Y/N
Were you able to complete your tasks on this
website today? If the answer is no, allow your
visitor to expand on the reason why.

8. The Questions
We’re asking a yes or no question first to get the user to interact with the poll and get them committed:
Q1: Is there anything holding you back from purchasing today? Yes / No
If yes, we ask a follow up question:
Q2: What is holding you back from purchasing today?

9. Tool setup example (Hotjar)
Location
Popover
Appearance
Customise for the client’s brand
Try to avoid overlap with other floating elements on the site
Hide Hotjar branding when possible
Targeting
Choose pages and devices based on the goal you’re trying
to achieve
Normally we pick the pages that are part of the main
purchasing funnel but leave checkout out because we don’t
want to add friction so close to purchasing. If you’re investing
issues with checkout then it’s ok to keep the poll up for a short
while but monitor the conversion rate.
Behaviour
On Desktop it’s possible to target people who presumably are
exiting the browser
On mobile choose seconds spent on the site and for exit intent
you want to wait a bit more than is the average session
duration on mobile

10. Poll Analysis

11. Poll Analysis
Continuing the mantra we see from the previous question,
users hold “ease of use” in highest esteem when they look
back on their experience with IHQ. Closely tying the negative
responses in “nothing” we see “customer service” as another
reason that people look fondly on IHQ.
This directly reinforces “be the solution” and “keep it simple.”
The negative responses we do see on this and the following
questions are a result of misaligned expectations. Thus,
there is a lot of value in the responses surrounding that
negativity. Focus on showcasing your customer service as
well as the variety in plans (offering) and the ability to make
the complex simple.
"Easy to look up information to fit my budget"
"The person who took my call explained everything carefully
and thoroughly without double talk. She didn’t try to sell me
things I don’t want or need."
"This time I did save a lot of money for a very good health
insurance offer."
316 responses
[Question here]

12. Poll Scorecard
Goal: This poll was primarily
designed to uncover visitors
FUD’s before purchasing.
Segment: Visitors that visited
mobile or desktop devices
and tried to exit the browser
on Homepage, PLP, PDP or Cart
page.
Respondents: 316
Date run: 2nd - 22nd April,
2021
Response rate: 7.9%
● Your customers really, really like the website, the products and the brand in general.
● Quality (45%), price (25%) and design (15%) are the top 3 things customers say
matter most to them. [brand] has a competitive advantage on all 3 factors. These are
the top 3 factors that customers seek out when buying jewelry online but also the top 3
reasons that customers chose [brand].
● An accurate representation of the product is crucial. This goes a long way in relieving
anxiety around first time purchases. Imagery and video are critical in this context;
specifically more images of models wearing jewelry and models with different skin
tones.
● Customer reviews and recommendations have a very positive and motivating effect.
● Emphasis on and context surrounding high-quality materials is critical. Customers are
concerned on this topic as a result of both allergies/sensitivity as well as ethics
surrounding the source of each material as well as labor.
● Influencers like Claire Marshall and Jenn Im are highly influential in purchase decisions
and brand perception.
● Customers are loyal to and/or chose [brand] due to your Canadian origin and roots.