This interview with Dan McGaw of Effin Amazingis part of our Webinar Series.To view the transcript of Dan’s entire presentation, visit ourwebinar library.A transcript of the Q&A portion is available below.
McKay: Great. Okay, we’ve got a few questions here. When showing popup surveys, when customers leave your funnel, how do you help improve survey response rate?
I mean, we’ve all seen these, right? You go to leave a website and all of a sudden a quiz or a survey pops up. Do you see those as effective ways to get people to stop their leaving? Or even engage them before they leave? And what are tactics to improve the conversion rates for those types of tactics?
Dan: Yeah. So the exit intent surveys are definitely the ones that have the least amount of response. If you ask your kind of surveys while people are engaged with the site, you have a higher response rate. But a good way to kind of curb this is a couple of different things. You can either offer them some sort of discount, which is typically the most abundant one. “Get $5 off your purchase,” or, “Buy one, get one free.” A lot of times people have some sort of incentive.
But another interesting tactic is to say, “Hey, you’re going to be chosen 1 out of 1000 that are going to win a free MacBook Mini.” Or something crazy like that. And what happens is is people are more inclined to enter because they’re being entered into a raffle or contest. But as well you can throw the guilt trip in there and put a sad person on the screen and say, “Hey, I’m going to lose my job if you don’t answer this survey. Can you help us out?”
We’ve actually seen the last one, where you put a person on the screen that looks sad, or even a kitten that looks sad, and put some funny text to it. Those are typically the ones that get the highest response rates for us.
McKay: It makes sense, makes perfect sense. Give us just a couple of major mistakes to finish up the webinar today, Dan. Just give us a couple of the most prominent, significant mistakes that you see when you start working with a company. What are the most common things that you see? Or that you can almost predict, “These are going to be mistakes; they are so common.” What are the couple of things that you’re like, “Okay, they’re doing this wrong”?
Dan: Yeah, of course. The biggest thing that we always see is people have set up their analytics incorrectly. They didn’t take enough time to plan and strategize how they’re going to use analytics, so when they do the integration process, they typically have it all messed up.
A lot of people don’t take into consideration the naming structure, or the nomenclature, or, “What is the value I’m trying to get out of it?” They just start integrating the analytics tool and the next thing you know, three months later, they have to redo it. Then they do it again and then six months later they have to do it. They just don’t have a good foundation, and that’s essentially what we help most companies do is make sure they have that.
And then I would say the other one that we typically see happen, and this is predominantly with AB testing, is that people only look at the AB test conversion points. For an example, earlier I said I lost a company $25,000 in a day from one AB test. Now how this happened was we were only looking at the conversion metric of that page that we were testing.
But if we looked three steps down the funnel, which was actually the subscription amount, what we found out was that AB test was actually selling the least valuable plan, instead of selling the most valuable plan. We were able to identify that a few weeks later by seeing how many subscriptions we had lost.
So you want to make sure you’re looking at the entire funnel. Don’t just look at the one step that you’re trying to increase the conversions. Also analyze how that affects the entire funnel, to make sure you’re not hurting your business. Because AB tests will impact not only your acquisitions, but they will also impact your lifetime value and turn metrics, so take the chance to look at the whole funnel and make sure you’re not messing yourself up.
McKay: Perfect. Makes a lot of sense. Dan, thanks for your time today, sir. That was 50 minutes that I think our audience would say was very well spent. We’re getting a lot of good feedback coming in on our comments and on the questions, and so thanks for taking the time to do this webinar, Dan.
McKay: Any final thoughts from you before we close up shop today?
Dan: No, that’s all. I appreciate everybody being here. Please follow us on Twitter. Feel free to go to EffinAmazing.com.
McKay:Thanks again, everyone. And Dan, thank you for joining us. We appreciate it.
Dan: Thanks so much. Have a nice day everybody!
McKay: Bye bye.