Web Analytics reports are used to interpret anything and everything about visitors – why do they visit the website, what did they like, when are they likely to purchase, will they return again, etc. In pursuit of this quest, businesses forget to deploy an age old traditional technique – directly asking the website visitors their intent & visit experience.
While it is arguable that what visitors explicitly say may still be at variance with their true intent, such website visitor surveys are useful in gleaning significant insights. The right perspective is to consider these as qualitative inputs (statistically significant) that can be integrated into standard web analytics tools like Google Analytics.
Valuable insights about Visit Success, Visit Goals, Content Relevance & even Cost Reductions can be identified using these surveys. Let’s look at one such tool – Qualaroo – and how this can be configured for visitor surveys.
Qualaroo integration – How do we implement this
How do we integrate this with GA?
How do we analyze & interpret
Some magic here and by adding secondary dimension, we have a few questions to ponder over – Why do people who know my business visit via “paid” channels? They should visit direct or Brand Term Organic? This report below shows the leakage that happens here and the financial consequences.