Ask visitors why they did not enquire: on-site surveys

Key takeaways

On-site surveys ask visitors one short question while they are on your site, such as 'What stopped you getting in touch today?'. Analytics shows where people leave. Surveys show why. A few dozen answers often reveal the missing price, doubt or question that no amount of data would, and they cost almost nothing.

• Ask one question, open-ended, at a relevant moment.
• 30 to 50 answers usually reveal the main themes.
• Place surveys on high-traffic pages with low enquiries.
• Turn repeated answers into page changes within a month.

What is an on-site survey?

An on-site survey is a small prompt on a web page that asks visitors a short question and collects their answer. Unlike a long email survey, it catches people in the moment, while they are deciding. For small businesses it is one of the cheapest forms of user research available.

• The difference between a good website and a high-converting website

Which questions work best?

Open questions about decisions work best. Keep to one per survey.

• 'What, if anything, is stopping you getting in touch today?'
• 'What information is missing from this page?'
• 'What nearly stopped you enquiring?' (on the thank-you page)
• 'Where else are you looking?' (to learn your real competitors)
• 'What made you choose us?' (after booking or buying)

• Answer buyer objections on your website before they ask

Where and when should surveys appear?

Place surveys on pages with plenty of traffic but few enquiries, such as a pricing page or top service page. Show them after the visitor has spent some time or scrolled most of the page, as a small corner prompt rather than a blocking pop-up. The thank-you page is also valuable, because new customers can tell you what nearly stopped them.

• The thank-you page: the most ignored page on your site

How do you turn answers into fixes?

Collect 30 to 50 answers, then group them into themes such as price, trust, fit, process and timing. The two or three most repeated themes become your fix list. If visitors ask about price, add ranges. If they doubt quality, add proof. Re-run the survey after the change to see if the theme fades.

• Prioritise website changes by impact, not opinion

What are the limits and rules?

Surveys capture what people say, not always what they do, so combine them with analytics. Response rates are low, and people who answer may not represent everyone. If the survey tool sets cookies or collects personal data, follow UK GDPR and the ICO's cookie guidance, and do not ask for personal details you do not need.

• Cookie banners and UK law

What does this look like in practice?

A UK wedding catering company asked pricing page visitors what was stopping them getting in touch. Over three weeks, most answers mentioned a minimum guest number that was not on the site, or asked whether dietary requirements cost extra. Adding both to the pricing page raised enquiries from that page and cut the number of unsuitable ones.

• See client work
• Website Design & Development for UK businesses

On-site survey checklist

• Pick one high-traffic, low-enquiry page.
• Ask one open question about what is stopping them.
• Show it after scrolling or time on page, not on arrival.
• Collect 30 to 50 answers.
• Group answers into themes and fix the top two or three.
• Follow UK GDPR and cookie rules.

Next step

Your visitors will tell you what your website is missing if you ask. We can help you choose the question, set up the survey and turn the answers into changes.