Ultimately, it can be tough to know if you are doing well if you do not get feedback from your audience, the people who matter most. One of the best ways to get feedback from your customers is through Google Consumer Surveys, a feature from Google Analytics, but it’s only now that the feature is gaining popularity. You probably already know the value of using Google Analytics, but if you aren’t yet using the Google Customer Surveys component, the New Year is a great time to get started.

How Google Consumer Surveys Work

Google Surveys work just as you might expect: You figure out what question you want to ask and then Google will take that question and put it in front of a relevant audience to answer. Below is a screenshot of how you get started (which is discussed in the last section):


As you can see in the screen shot above. The surveys involve 3 steps (1) picking demographics of your audience, (2) Writing the questions you want to ask, and (3) finalizing and confirming your survey.

Google does a fantastic job of asking your questions to the right audience, so all you have to worry about is figuring out what kind of feedback you want and then analyzing the data you get from the survey. One way this data can be invaluable is by helping you increase conversion optimization. Consider the process of how the surveys work and how you can create a survey to help a conversion-optimization bottom line:

The Process and the Benefits of Google Consumer Surveys

  • Once you generate your survey, it will be shown across different online news sources, blogs, entertainment websites, or social media, for example. Google will either embed it into the existing content or include it on a mobile app.
  • Why will people take time to complete the survey? Basically, Google will determine the reward based on your business. For example, users may be able to answer the survey in exchange for being able to read an article, listen to a song, or gain a free app.
  • Another great aspect of Google Surveys is that they determine the person’s demographics for you (things like age and location). These factors are assumed based on that person’s browser history and IP address. People are selected when they search for something related to your industry or product.
  • You are ultimately able to ask any questions that you want (so-long as they are appropriate, of course). You also have the choice of what “type” of question you would like to use—Multiple choice, a rating system, side-by-side images, open-ended, etc., and then all of these options coupled with an image.

Improving Conversion Optimization With Google Consumer Surveys

Conversion rate optimization is a primary concern, especially with ecommerce and other business sites that wish to gain new clients or customers. One of the biggest benefits is that Google Surveys offer a system of finding out the answers to the questions you have, and what your audience is interested in reading. This information can come in all kinds of forms. You can explore what people think about your product, your site’s landing page, or your industry in general. With this information, you can create better landing pages and get a view of what might be really worth it when it comes to your SEO targets.

Survey Question Suggestions

These answers shape how you move forward with your website (and the sky is the limit of the types of things that you can ask). Below, I have offered some suggestions of they types of questions you can ask as well as the direction of how to move forward once you get the feedback you are looking for:

  1. Figure out if you need to make changes to your website.

Example: Which logo do you prefer? Which button would you be more likely to press? (Use with two images side-by-side).

Take Action: This basically works like a voting feature. You put two logos or two buttons (etc.) side by side and allow users to chose which one they prefer. This is a great method, because you are able to see fairly easily who would be more likely to convert with which option. From here you can look at the more popular option (once you have enough results) and then make the necessary changes.

  1. Get an idea about what promotions or incentives work best.

Example: What deal would you like best? Give multiple-choice options like Free Shipping, 20% off, Free Returns, Buy Two Get One Free, etc.

Take Action: Just like the feedback on website design or layout, this is also a vote-structure, that will show you the majority opinion on what kind of incentives that people would like to have. Once you get a good majority answer, make this the next incentive that you offer!

  1. Figure out who your competitors are.

Example: What store do you think of first when you think of buying camping gear?

Take Action: This type of question will give you insight into your competition, (i.e. if you are a camping store, a king where people go primarily to buy their supplies will let you know where the local competition is). Then you can visit other companies listed’s website and see what they are doing differently—for example, website layout, promotions, or prices. Your goal is to be the top company listed when people think of your industry (especially in a local context). This is why it is important to consider what your audience likes and what they are responding to in your competition.

  1. Get a better understanding of what people are willing to pay.

Example: How much would you be willing to pay for a meal on Valentine’s Day?

Take Action: In the above example, if you were a restaurant looking to do a set meal on Valentine’s day—you wanted to get maximum profits (being a holiday) but also wanted to have maximum attendance, this would be a good way to figure out! In any business you want to make sure that your pricing in on target, that way you can appropriately advertise in a way that is going to appeal to your audience. Additionally, if people get the sense that they are getting the best valuable possible from you, than they are going to want to convert.

  1. How does customer service compare in your industry?

Example: When shopping for your last car how do you find the customer service experience?

Take Action: Conversion rates are the goal of this article, and one of the top ways to achieve better conversion rates is by offering quality customer service. People do not like to feel pressured to buy, but they also don’t want to feel like they are not getting answers or the help that they need. If you are in the automotive industry, for example, figure out how people generally find the customer service in your industry. If they are unhappy for some reason, look at other car dealers and figure out how you can one-up the service that you offer.

Getting Started with Google Consumer Surveys

Visit here to get started with Google Surveys.

Google Surveys is definitely one of the best tools available to help with conversion rates and figuring out exactly what your audience is looking for in your industry. However, Ii’s also worth noting that while this article primarily dealt with conversion optimization, there are so many other things Consumer Surveys can help you uncover. Google highlights eight other possible uses on their website: Concept and Product Development, Market Trends, Brand Tracking, Marketing Design, Campaign Measurement, Timely Questions, Customer Satisfaction, and Custom Survey Portals.

Have you ever used Google Surveys? What kind of questions did you ask and did you find the feedback helpful? Let us know in the comments section below.