So much of marketing relies on trying to get inside the minds of buyers: what are they looking for? What content will be most valuable and compelling to them? Why they choose a particular path through a website, or leave at a certain critical point?
There’s no better way to know what customers and website visitors are thinking than to just ask them. That’s what these tools are designed to do. Create various types of surveys; schedule them, email them, or have them appear based on triggering actions (e.g. visiting a certain page, exit intent). Collect data and analyze results. Determine what your website visitors are looking for, why they aren’t converting, and which website design changes may be most impactful. Measure customer satisfaction, loyalty, and advocacy.