Onsite surveys & online intercept surveys: Get to know the valuable behavior of your website visitors

With QuestionPro you can quickly and easily set up, carry out and analyse online intercept or onsite surveys for your website. Gain current insights into the structure and behavior of your visitors to optimize your website and delight your customers.

Why onsite surveys or online intercept surveys?

We all know that first impressions count and that fractions of a second often determine a positive or negative rating. In order to offer website visitors the best possible user experience right from the start as part of the customer journey, getting to know the visitors is essential. This affects both the structure and, in particular, the needs and behavior. By collecting feedback directly from visitors to your website, you receive authentic feedback in the so-called “moment of truth”. Analyzing them allows you to generate positive experiences for your visitors and deepen visitor loyalty.

What are onsite surveys?

Onsite surveys are surveys that are carried out on your own website, for example to gain insights into user behavior or the structure of website visitors. They are also used to improve the usability, i.e. the “comfort of use” of the website. Here, website visitors are asked how they feel about the usability of the website using a feedback tab, pop-up or layer surveys.

The advantage of the onsite survey is that the actual users of a company's website can be surveyed and the potential survey participants usually have an authentic need (e.g. looking for information, looking for offers, buying online) when they visit the website.

The disadvantage of onsite surveys is that utilization and field time are difficult to estimate and control. Both aspects depend heavily on the willingness of visitors to participate and the number of qualified visits.

In general, it should be noted that dhe days of annoying pop-up surveys are over. Browsers are now smart enough to block HTML pop-ups and other plugins that want to push their way to the foreground without being asked. Most website visitors also find this type of survey intrusive and annoying. Website operators now have to find new ways to connect and interact with their visitors to find out whether the usability is sophisticated enough. New onsite survey solutions should therefore be easy to integrate directly into the websites, so that the marketing and management team does not have to ask IT to program an application or code and insert it into the website. Companies are therefore recommended to use “agile onsite survey solutions” in which onsite surveys can be quickly adapted or expanded without the help of IT. QuestionPro offers such an onsite survey solution.

What are intercept surveys?

The term intercept survey refers to the questioning of people according to an arbitrary selection (so-called random selection), in contrast to surveys in which certain demographic data of the survey participants are known and are then explicitly selected. In the Intercept survey, for example, interviewers walk through a shopping street and ask people either completely “out of the blue” at random or after a specific selection process to see whether they are interested in taking part in a survey. The term intercept comes from English and means something like “to intercept”. The term intercept survey comes from market research terminology.

What are online intercept surveys?

The whole thing can of course also be transferred to the Internet, here we speak of online intercept surveys or onsite surveys. It is possible to invite website visitors to take part in an online intercept survey, completely at random or according to a certain random principle, e.g. method of the nth visitor, in which a request to take part in a survey appears on the website.

Time of participation in an onsite intercept survey

The request to participate in the online intercept survey can occur at different times, for example when “entering” the website (on-enter method), while surfing, for example when clicking on a specific link (on-event survey) or else when leaving the website (on-exit survey).

Consciously limit the selection of survey participants in an onsite survey

The selection of participants for the onsite or online intercept survey can either be completely arbitrary, based on a random principle, or according to specific criteria such as

• the time of the visit
• when entering the website
• when leaving the website
• the duration of the visit
• surfing behavior
• visiting certain product pages
• the keyword used

It is also possible to select website visitors in onsite surveys according to certain criteria that become visible when surfing, such as:

• The used operating system
• device used
• Origin of website visitors

Use QuestionPro for your onsite surveys and online intercept surveys

Our web-based survey platform QuestionPro has all the functions described above for conducting onsite surveys and is therefore ideal for online intercept surveys. No technically complex integration is necessary, you just have to place a code generated by the survey system itself on your website and you're ready to go.

Onsite or online intercept surveys can be used in all project phases. They can be used to define or specify a new concept for an existing website as part of a re-launch. It can also be used to create personas that describe the visitors to a website in a visual and tangible way for the developers and those responsible. The actual user structure can also be compared with your own expectations during operation, so that new insights can be derived for a potential relaunch.

Why do you need online intercept surveys?

Use online intercept surveys to find out who visits your website. Find out everything about age, interests, surfing behavior, consumer affinities, purchase intentions and much more! Or you can use the online intercept survey to evaluate your website or as a classic customer survey. Gain valuable insights into the surfing behavior of your website visits and ask them about the usability of your website. Collect the Net Promoter Score or CSAT for your website and continually find out how satisfied visitors are with it.  

Typical questions from onsite surveys or online intercept surveys include: b.

• What socio-demographic characteristics, interests or opinions do website visitors have?
• What are the reasons for visiting the website?
• What requirements and expectations exist regarding content, functions and services?
• How did visitors become aware of the website? From which page did you come to the website? What website do visitors “surf” to next when they leave the website? The online intercept survey is part of our onsite survey platform for Customer Experience Management.

1:1 live online presentation:
Onsite surveys and online intercept surveys: Conducted with the CX software from QuestionPro

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KEYWORDS OF THIS BLOG POST

Intercept | Onsite survey | CX | importance | steps