Revised April 27, 2017
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.
Survey tools can be valuable in both the pre-CRM stage (asking questions of unknown website visitors to help with content, messaging, and design) and post-CRM phase (customer and prospect research). These four online survey tools offer a range of research capabilities, from single-question pop-up surveys to enterprise-grade NPS and CRO analysis.
Google Review Count: 260
Create, send, and analyze results from online surveys for customer satisfaction, employee engagement, event planning, education/training, or market research purposes.
Sample review: “Want to find out what your customers themselves think? This solution comes with a variety of premade surveys that you can use to find out what your customers think of your business, your ideas, and general thoughts on the niche!” — StoreYa Blog
Pricing: four levels from free to $85 per month per user
Showcase reviews: StoreYa Blog
Google Review Count: 220
Find out what your website visitors are really doing and really thinking. Qeryz survey tools support branching logic; multiple response type including radio buttons, checkboxes, and qualitative; mobile surveys; and auto-redirect on answers for scheduled, NPS and exit surveys. Integrates with Google Analytics.
Sample review: “For writing relevant content that people actually want to read, I use Qeryz. My SEO strategy is very content-centric so writing stuff that people want to read is critical for me.” — Robbie Richards
Pricing: $15/$30/$79 per month
Showcase reviews: Robbie Richards
Google Review Count: 170
Website survey software that lets you lets you target questions to visitors anywhere on your website. Includes skip logic, targeted questions, NPS support, and exit surveys. Integrates with CRM and marketing automation systems.
Sample review: “Want to get feedback on your blog? Use Qualaroo. A nice little popup will appear in the corner of the screen asking people to answer a couple of questions. Research is so important!” — RazorSocial
Pricing: $199/$499/$2,250 per month; enterprise pricing by quote
Showcase reviews: RazorSocial
Google Review Count: 57
Create simple, one-question surveys for immediate use.
Sample review: “If you don’t want to spend too much time creating a survey, and you only have a question or two, then this might be the tool for you. It’s very simple, and within a minute you’ll have a survey.” — StoreYa Blog
Showcase reviews: StoreYa Blog
Google Review Count: 31
Gotcha surveys show only one question per visit on set intervals, motivating your users to fill an entire survey without noticing it. Positive reinforcement is provided, and questions can be answered with one click. The tool also provides reporting of insights and trends, if-this-then-that workflow rules, and full customization of the widget.
Pricing: free or $28/$88 per month
This was the 20th post in the Best Online Business Tools series.
#20: The Four Best Online Survey Tools