Chester Zoo - how not to conduct web visitor surveys

This invasive web survey is slap bang in the middle of the buying process and asks questions of the very item it immediately blocks from view. Whilst polling opinion is a valuable source of customer feedback, web site owners should never forget that gathering this information is secondary to the buying process. The customer should have time to be reassured their purchase was successful before hitting them in the face with a dialogue.

An alternative is to fire an email linking to a web survey immediately the order is complete. This will stay in the customers in box, reminding them to fill the survey. The example above could not be adequately filled in because it asks questions of the confirmation email which could not have arrived by the time the form is presented. Think harder Chester Zoo.

 

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