You’re constantly seeking ways to improve your website and increase user acquisition. One critical area to focus on is ensuring that your website content meets the needs and expectations of your audience, and that they’re able to actually find what they’re looking for, quickly and easily.
With this in-product survey, you can gain valuable insights into whether your content is relevant and informative. Responses may reveal lack of clarity or gaps in your content strategy; both are critical areas in order to adequately educate your audience on the value of your product and drive website conversion.
For example, imagine that you run a software company that offers a project management tool. There’s high traffic to your website but visitors are leaving without signing up for an account or even a free trial which you recently invested in. You decide to implement the survey described above to learn why. You discover that many visitors don’t see any available integrations - a critical feature to ensure their project management tool easily connects with other tech in their stack. Fortunately, this is not a product feature but a content gap! Marketing has yet to invest in content around their integrations library, a project that they’re now able to prioritize with this concrete feedback. Armed with this information, you create integration cards to show the number of partners and the joint value each one provides. This small change results in a significant increase in sign-ups and conversions.
We’re seeing this type of survey as particularly helpful for product-led growth, where your website is often the first point of contact with potential customers. By ensuring that your content is rich and informative and ultimately provides the information the end user is searching for, you are likely to efficiently optimize your website and increase conversions.
