How a CRO agency drives a 2% absolute lift in conversion rates with on-site surveys
Survey Types: On-site surveys and quizzes, exit intent surveys
Alexander Benz is the CEO at Blikket, an ecommerce growth agency that helps eco-conscious brands drive more revenue. He handles page optimization, website building, email, and strategy for his clients.
Over the course of his career, Alex has helped drive $120 million in added revenue for his clients who typically see a 3-4x increase in conversion rates during his engagement.
Alex used Zigpoll to drive a 2% absolute lift in conversion rates for a client selling sustainable laundry detergent, and is now rolling out more surveys across his clients. We had the privilege of sitting down for a conversation with him to learn how he is:
- Using on-site surveys to create quizzes that educate users about the brand
- Locking discount codes behind these quizzes to encourage high completion rates
- Learning what customers value about his client’s products and adjusting pages to convert
Why Blikket uses Zigpoll
Ease of setup and design
“I think it has a lot of extensibility. It's quite easy to integrate. And it had that quiz in the corner kind of design that we wanted.
Triggers that show surveys at the right time
“And there were a lot of settings that we could set up to trigger it at the right time and test it how we wanted.”
Having the survey come up right when the user came on the page was maybe deterring the user from being on the page. So we are now testing exit intent triggers, triggers for scrolling a certain percentage down a page, and delays for seconds there on the page”
Support and customer service
“[Zigpoll] was very helpful with adding new functionality. It was like I asked if we can push, for example, the discount codes that we generate into Klaviyo to send it out to the customer. And they had it up and running in like a couple of days.
That close relationship to the CEO and being able to reach them and actually get what we need is what keeps me coming back”
Using on-site surveys to create quizzes that increase brand awareness and conversion
Alex works across the entire funnel, and has traditionally used email and SMS marketing to create and send informational content that educated users about the brand and its benefits.
“To get high value, lifetime customers you have to really make them understand and appreciate the brand, and become a fan of what we're actually doing in the messaging of the brands.”
However, these email and sms surveys would play out over the course of 4-6 weeks.
Alex saw an opportunity to achieve this educational touchpoint earlier in the funnel by placing an onsite survey quiz on their landing pages. This quiz would ask questions like:
- “How much plastic waste do you think a standard detergent creates per family per year?”
- “How much detergent do you think people waste by not dosing correctly?”
Alex still enrolls these customers into email funnels in Klaviyo, but now they are already educated on the brand and understand its value. This has driven a ~2% absolute increase in conversion rates!
Locking discount codes behind quiz completion ensured high completion rates
One major concern of brands taking this approach would be the decrease in survey completion rates. Would adding more questions drastically decrease the emails that are collected?
Alex shared data that shows if you structure your survey properly, you will not see a meaningful decrease in completion rates relative to a standard email popup.
“Typically we saw like a 10-14% conversion rate, for the email pop up that we used before - that was just getting the person's email and name. So getting the quiz going, I think we saw around 10% engagement rate to get them through the entire quiz.
This type of engagement was quite surprising to Alex, and he credits such high completion rates to only offering discounts at the end of the survey!
“And that was very surprising to us! We have five or six questions and they get a discount at the end. So to even get someone to engage for that long and actually learn about the brand was a big surprise to us”
Learning what unique selling points customers value is the key to driving effective CRO and growth
Understanding what customers value in a brand is key to Blikket’s holistic approach to CRO, so determining and agreeing to those USPs with clients is a key outcome of their engagements.
“With the detergent brand we thought that the main selling point would be that it was easier, less storage, and easy to get on subscription.
When we did the quiz, we really saw that people really do care a lot about the environment and the effect of the product on the environment, and how it's actually saving carbon footprint. So that became then actually our main selling point of the product.”
This led to big shifts in how he and his clients approached their marketing, messaging, and landing pages.
“[Quizzes] seem to be a very good lead magnet for e commerce - it provides a lot of data and insights that we use on optimizing the page. What kind of USP's do we place higher up on the page? How do we optimize the page and so on?”
How Blikket is thinking of using Zigpoll next
Alex has already started to launch quizzes for some of the other brands that he works with to drive similar results.
He’s also planning to test different questions to continue collecting more insights for the brands he works with.
“So the next iteration now is going to also be why did you not buy? Or what is making you not buy? What is the hurdle today?
But we are also planning to add some or change some of the questions and get direct feedback on the product page. For example, what could make this page better? Or how can we maybe take better photos? So we're also planning on collecting that data to also further optimize the product page.”
