Have you ever thought about letting your users re-design your website to improve your conversion rate?

After all, it is them that will use it to (hopefully) purchase from you.

What if the poor design of your site is the reason your users aren’t converting?

You won’t know until you ask them directly, which is what surveys and polls are perfect for.

Let your users do the work

Nobody knows more about what your users want, better than your users themselves. So, ask them.

A website optimisation strategy consists of understanding your customer’s behaviour and profile to able to provide them a better user experience. So, by asking them what they like, dislike, need and want to get from your website, you will have a much better idea of how to provide them with a better user experience.

Improved user experience equals increase in conversions.

There are various ways of achieving this; two of these are by providing a feedback system using surveys and polls.

Is there a difference between surveys and polls?

What is a survey?

Using an online survey tool allows you to collect qualitative feedback directly from your site visitors once they have completed an intended action on your site.

Website surveys are a great way to:

  • Discover any problems with your website
  • Measure customer satisfaction
  • Provide an avenue for comments

You can discover the above by positioning surveys on different pages, to fire after specific actions. For a sitewide survey to discover user’s satisfaction and pain points, you may choose to fire this after a user has been on any page for a certain length of time. An exit-intent survey may fire when a user is about to abandon the site to ask their reasons for leaving without purchase and give the user the opportunity to provide feedback for improvements that would have made them convert rather than abandon.

After gaining the feedback from surveys, this can then be analysed and incorporated into an optimisation plan.

As we always say, data-driven decisions are the best way forward for businesses looking to improve their conversion rate. You may have already quantified your problems using Google Analytics and heatmaps, but how better to understand exactly why your customers are frustrated or why they have not purchased from you, than straight from the horse’s mouth?

This is what surveys provide you with: the why’s.

Survey responses can then help shape future A/B testing scenarios by answering problems for you. There’s no need to spend loads of your own time thinking up new ways to change and improve your site, get your users to do the work (after all, it is for your customers to use anyway).

By using survey responses to develop your website, it takes away any bias towards your own opinion and your decisions become customer centric. Ultimately, the user experience of the site will be improved and lead to an increase in conversions.

What is a poll?

Polls are essentially a short version of a survey and help get direct, on-the-spot feedback in real time.

Polls are a great way to discover:

  • Drivers for high traffic landing pages
  • Feedback on barriers within pages and landing pages
  • Hooks to why a user converted

Polls can be a great for gaining quick insights and feedback in various steps of a user journey.

Compared to surveys, polls should be kept short and simple which means far less time is required from your users. However, with this, you obviously get much less detail so it depends what you’re looking for; polls may give you a more general idea of your market, whereas a survey can tell you exactly why and can be targeted at specific groups to ask them in-depth opinions.

After gaining feedback from a poll this, again, can be analysed and integrated alongside surveys responses to form A/B testing strategies and future changes to the user experience as part of a testing roadmap.

As with surveys, collecting poll responses from your users will make your decision-making process and website customer centric.

Use surveys and polls to increase your conversion rate

Qualitative feedback is invaluable to businesses in many ways:

  • Gaining insights that backup what your data is showing
  • Providing a channel for customers to be a part of your brand
  • Helping to convert users who may have had a bad experience

Surveys and polls are great tools for us to use to find qualitative feedback when carrying out a website audit to look into site problems and recommendations to improve.

Once the quantitative data has been reviewed, you may be able to make conclusions such as:

  • Nobody is clicking on the CTAs at the bottom of the page
  • Users aren’t scrolling to see any content below the hero
  • People landing on the home page aren’t visiting your product pages
  • The site has only generated 2 enquiries in the past month

But you still don’t know why users have or haven’t done these things.

Surveys and polls could be the answer to all your problems. Seriously, surveys and polls help you:

Find problems

What are your users pain points and which of these are stopping them from converting?

Analyse problems

Why are users finding your website difficult to use?

Solve problems

What would they like to see and what is missing to help them on their journey through your website?

And the secret to increasing conversion rate is solving user problems.

Using Hotjar to set up surveys and polls

We use Hotjar to run surveys and polls on our clients’ sites. Here’s a quick guide to set up.

If you’ve never used Hotjar on your site before, first you’ll need to install the tracking code on to your site. The easiest way to do this is using Google Tag Manager. Then you can head to either Surveys or Polls down the menu on the left of the screen.

Click ‘New Survey’ or ‘New Poll’ to begin.

New Survey

  1. Give your survey a title. This is the title that will be used on your website as the survey pops up to a user. Use this to make the user feel valued and that their opinion counts. 
  2. A brief description or introduction should be provided to give the user a little more detail about what the survey is for, how their responses will be used, and why they should bother filling the survey out
  3. Create a short thank you message just to let your users know that their feedback is highly appreciated.
  4. Add your logo to the survey for a clear trust signal.
  5. You can keep your survey inactive for now, until you’re happy with it.
  6. Now you’re ready to add the questions.
  7. When you’re satisfied you’ve got all the right questions, switch your survey to active to fire on your website.

Question types you can choose from:

  • Short text answer – perfect for one word or short phrase answers.
  • Long text answer – these can be used where you want a user to give extra information, the long box will tell the user a longer answer is expected.
  • Email (with validation) – so you don’t get a non-standard email address in this field
  • Yes/no answer – for, well, questions that simply require yes or no answers.
  • Radio buttons – to offer multiple choice answers.
  • Checkboxes – to offer multiple choice answers.
  • 1 – 5 rating scale – a Likert scale style question to give users a bit of choice.
  • 1 – 7 rating scale – a Likert scale with more choice.

New Poll

  1. Name your poll
  2. Next, enter your questions. Remember to keep them more generalised than your survey and polls generally only ask users 1-2 questions.
  3. Change the appearance of the pop-up to match your website but also stand out. You don’t want a poll appearing for no one to notice it.
  4. Decide which devices and pages you want the poll to show on. If it’s a question focused around how well your mobile site is working, you obviously don’t want this to pop up on desktop.
  5. Control the behaviour of your poll by setting when the poll will be launched and how many times visitors will see the poll. If your questions are based around the usability of your site, you don’t want your poll to fire as soon as a user lands on the home page; give them a bit of time to navigate around.
  6. Finally, review any missed steps and activate.

Don’t forget about Hotjar’s other insightful tools, such as heatmaps and session recording, to help you analyse your users’ behaviour. These tools should all be used together when conducting a website audit to discover how you can increase your conversion rate.

Best Practice for website surveys and polls

When using surveys and polls as part of your strategy, these three areas need to be considered:


Each customer will use your website differently and this is a vital opportunity to gain a flow of valuable insight into your customers’ experience, and how their actions impact your business.


Sometimes a customer may have a negative or bad experience with your website, using surveys and polls allows you to establish any issues they have encountered and enable a customer to have a voice within your brand.


Polls and surveys enable you to gain insights into why a customer converted, that you wouldn’t get from pure data. Conversions are the ultimate goal and finding out why will provide learning’s to help impact all aspects of your marketing.

Get started with surveys and polls to gain valuable insights into your customer’s experiences. Here’s a couple of examples to get you started:

Example Survey

A site wide survey for a service provider:

  • What were your reasons for visiting our site today?
  • Were you able to find what you were looking for?
  • Please explain any difficulties you experienced on our site today.
  • How could we improve our website to meet your needs?
  • Please rate the thoroughness of our service descriptions.
  • How likely are you to recommend our website to someone else?

Example Poll

A general poll questions for the whole site:

  • What is one thing you would improve on our site?

So, to answer our original question: yes, there are differences between surveys and polls, but they can complement each other well so you should make use of both. These tools should be used together to form part of your research for your website optimisation strategy.

Once you’ve collected your findings from these tools, if you need some further help to understand how you can use them, contact us and we can take a look with you.