Pop-Up Surveys: Discover What’s Broken and Fix It

Online surveys are a unique way to gain insight.

They can help you spot UX issues, prioritize new developments and improve the positioning of your brand. Unlike offline surveys, they allow you to get results quickly and are easy to scale.

But what about popup surveys?

They just make online surveys even better.

Ready to discover their powers?

Let’s go!

What Is a Pop-up Survey?

A pop-up survey is a feedback form displayed inside a modal right on your website.

A popup survey on Shethinx.com

A popup survey on Shethinx.com

As such, it allows you to reach “hot” visitors, people who are interacting with your website when you survey them.

In contrast to an “intercept survey,” which displays an invitation to fill in a survey hosted somewhere else, a modal survey allows your respondents to answer your questions without leaving the page they’re on.

An intercept survey on Deloitte.ca. The visitor must first click on “Yes” before she can access the survey itself.

An intercept survey on Deloitte.ca. The visitor must first click on “Yes” before she can access the survey itself.

 

Why Are Survey Popups One of the Best Ways to Get Feedback?

Now that we all agree on what a survey pop-up is, it’s time to explain why they’re so great for collecting feedback.

There are many ways to address online surveys:

  • Sending them by email
  • Adding an embedded form on your website
  • Using an intercept survey, etc.
Example of an email survey sent by Levi’s

Example of an email survey sent by Levi’s

 

But survey pop-ups vastly surpass them all.

First, because they allow you to contact all kinds of people who’re in touch with your product, not just the people who visit your physical store (if you have one) or the people who’ve shared their email address. As such, they allow you to reach a broad and diverse audience in no time.

Second, because they’re scalable. Once implemented, survey popups work without any extra effort from your end. Your visitors don’t need to communicate with you or one of your colleagues to complete the form.

Survey popups come with advanced segmentation options. Using a popup to address their questionnaire gives marketers plenty of options to determine who will see the survey, where and when. For example, they allow you to target people visiting a specific page on your website (the one you just redesigned), visitors speaking a specific language (to make sure your website’s translation is correct) or users of a specific device (to check that your website is correctly displayed on the latest version of the iPad)…Using these options, it’s super easy to target visitors who match specific demographic or behavioral characteristics.

A screenshot of WisePops’ segmentation interface

A screenshot of WisePops’ segmentation interface

3 Tips for a Successful Visitor Survey Pop-Up

Are all survey pop-ups successful?

Unfortunately, no…but neither were J. K. Rowling’s first 12 attempts to get Harry Potter and the Sorcerer’s Stone published…You just have to say the right things to the right people at the right time.

So, let’s review how to design a survey pop-up that gets people to share their opinion.

Tip 1: Set Clear Objectives

Start by asking yourself:

  • What kind of customers would you like to get feedback from? New visitors, who are not yet familiar with your website? Loyal customers? Visitors from a specific category of your e-commerce website?
  • What sort of insights do you need? Do you need to fuel your roadmap? To better identify why users leave your website without purchasing? To get feedback about your latest release?
  • What questions do you want to ask them? Once you know what you want to ask, you need to prepare your questions. Just keep in mind that users usually expect survey popups to be short. That’s also a key factor in reaching a high response rate. Regarding the exact wording, we recommend this article from Qualaroo for inspiration.

Tip 2: Choose the Appropriate Targeting

The targeting will be highly correlated to your target population. Here are a few parameters you can play with:

  • Page: Include all your website’s pages if you want the broadest audience possible. You can also pick specific pages, depending on your need: order confirmation page to survey recent buyers, search pages to get more insight about your e-commerce website offering, product pages to understand what elements help customers choose a product, etc.
  • Trigger: Decide when the popup should appear. As a rule of thumb, display it soon if you want to reach a broad audience. Wait at least 30 seconds or 2 page views if you want to reach a more qualified audience. The longer you wait, the fewer respondents you’ll be able to reach.
  • Purchase history: Whether you’re in e-commerce or B2B, you can choose to display your popup to new visitors, returning visitors, clients, etc. Usually, new visitors are best to ask about the user experience because they haven’t gotten used to your website yet. On the other hand, targeting existing clients can help you discover what drives repeat purchase.
  • Device: Select which kind of devices you’d like to reach. If your survey concerns all your visitors, then don’t specify which devices you’d like the modal to appear on. Conversely, if you want to get insights from users with a specific configuration, you can select which device and/or operating system you’d like to target.
An NPS survey popup on Satismeter targeting their existing clients

An NPS survey popup on Satismeter targeting their existing clients

 

Tip 3: Reward Your Respondents

It’s no surprise. Visitors are more likely to share their opinion when they get a reward for doing so.

It doesn’t mean you have to break the bank for your survey. Rewards can be a gift card (expensive), a chance to win something (cheaper) or even a freebie (e-book, free video, etc.).

A survey pop-up on Casper.com. Each respondent gets a $100 coupon.

A survey pop-up on Casper.com. Each respondent gets a $100 coupon.

 

6 Pop-Up Survey Examples

Nolo’s Generic Popup Survey

Let’s start with a simple example that I found on Nolo.com, a legal book publisher.

I like it for several reasons. First, because it asks a simple and open question: “Overall, how satisfied are you with Nolo’s store?” It’s a great way to get feedback on all aspects of the store.
A popup survey on Nolo.com
I also like that once survey respondents pick an answer, they have to justify their choice. It’s perfect for eliminating people who clicked by accident and for collecting qualitative feedback.

Lastly, it’s displayed on landing to all visitors. In other words, it means anyone can share their opinion about the website.

Chanty’s Exit Survey Popup

I’m a huge fan of Chanty’s marketing. They’re testing a lot of things. And their surveys are no exception.

This one is what we call an exit intent survey. It’s displayed when the visitor is about to leave the website.

I included it in this selection because I find the design original and engaging. Starting with a simple and short question is also a good way to convince visitors to take the survey.

A website exit survey on Chanty.com

A website exit survey on Chanty.com

Chanty’s Side Popup Survey

Chanty is also using this side pop-up survey on its blog. It’s not intrusive, the question is again very simple, and to be honest, I couldn’t help but reply to their questions.

Source: Chanty.com

Source: Chanty.com

 

GrooveHQ’s Personalization Survey

This other example comes from Groove, a customer support tool. They’re using this pop-up to segment their visitors and display dynamic content based on their profile. Smart!

A personalization survey pop-up on groovehq.com

A personalization survey pop-up on groovehq.com

 

MarketingProfs’ Checkout Abandonment Survey

This one is more specific.

MarketingProfs is a website that offers online marketing training resources. To access all their classes, their members can upgrade to a Pro membership.

MarketingProfs’ growth team noticed that some of their visitors started to upgrade to Pro but dropped off during the checkout process. To understand why, they created this checkout abandonment survey.

An Abandonment Survey Popup on MarketingProf.com

An Abandonment Survey Popup on MarketingProf.com

 

It includes one multiple-choice question:

A focus on the questions of the marketingpros' survey

And one open question to collect qualitative feedback.

See? It doesn’t have to be super complex. Good targeting (in this case, they’re displaying the popup only to visitors engaged in the upgrade process upon exit) and simple questions, and that’s it.

Office’s Page Evaluation Survey

I wanted to finish with a different format. This one is what we would call a survey bar.

It’s displayed on all articles of Office’s online knowledge base and it prompts its readers to evaluate the quality of the articles they’re reading. It’s simple, and yet I’ll bet it gives Microsoft excellent insights about the quality of their articles.

A survey bar on Office.com

How to Add a Pop-up Survey on Your Website

Now it’s time to get our hands dirty and check what your options are for creating and implementing your pop-up survey.

Technique #1: WisePops

The first option is to use WisePops.

The whole process is detailed here.

Technique #2: SurveyMonkey

SurveyMonkey is one of the most popular survey tools. It’s packed with features and is super reliable.

The best part? It includes a native option to create pop-up surveys.

To create the popup, open your survey and click “Collect responses.”

Scroll down until you see the different options and select “Website.”

And then “Popup survey.”

From there, you can customize your popup and generate the setup code.

The problem? SurveyMonkey includes only one targeting option: the percentage of your traffic that will see the pop-up…

If you want more control, you can combine SurveyMonkey with a popup tool.

Technique #3: Typeform

When it comes to pop-ups, Typeform is even more limited than SurveyMonkey. It’s simple: they don’t offer a pop-up option.

Fortunately, we’ve got your back.

Wrap-up

And voila! I hope this article will help you get valuable insights for your business.

If you already have experience with pop-up surveys, feel free to share your experience and/or questions in the comments.

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