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Imagine this…

You want to spice up your Zoom background.

You have the classic bookshelf and knick-knacks, but it feels “blah”. You decide you’ll add a few plants to the shelf to bring it to life.

You find a company online and order 3 small plants to display on your shelf. After purchase, they send you a confirmation email.

Something at the bottom of the email catches your eye.

It’s funny copy that asks if you’re confident that you’ll keep your new plants alive. There are 3 options, you’re confident, you’re not sure, and you’re not confident.

You click the last option (because, unfortunately, you’re notorious for killing your plants) and find yourself in a survey. The next question asks you to click on the plants you just purchased.

You click the images and get brought to a final webpage.

“We’ll send you a reminder to water each of your plants based on their specific watering needs.”

Just like that, the responsibility of keeping your new plants alive is off your shoulders. You click back to the homepage of the website and start browsing for more plants to buy.

Why are you suddenly so keen to buy MORE plants?

In today’s edition of Why We Buy, we’re taking a look at Surveys – how personalizing the marketing experience drives more revenue.

Let’s get into it…
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🧠 The Psychology of Surveys

Make a survey, hit send, and wait for the responses to flood in, right?

There’s just one problem. Surveys come with psychological biases (a lot of them!).

To mention a few:

Acquiescence Bias: Survey respondents will choose the answer that is in agreement with your question.

Social Desirability Bias: Out of fear of judgment, respondents choose the answer that best agrees with the current societal norms.

And the most tricky of all…

Demand Characteristics: People change their opinions just because they’re taking a survey.

How do you get survey results that you can rely on?
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🧐 Inside Your Buyer’s Mind

71% of buyers expect personalized interactions from companies (like getting personalized advice on when to water your new plants).

76% of buyers reported feeling frustrated when they didn’t get that experience.

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Yikes—the time to personalize your marketing is apparently now 😬

Well-timed surveys tell you exactly where and how to personalize your customer experience.

Survey results showed Pastreez that buyers purchasing pastries for events spent an average of 100% more than other buyers.

This golden nugget insight inspired them to create personalized product pages and funnels for event hosts.

Surveys are a peek into your buyer’s minds and their buying behaviors.

But, they only work if you strategically avoid the above biases.
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🤑 How To Apply This

Alright, so how can we apply this right now to sell more?
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​Time your survey carefully

Add your survey to key moments in the buying journey that already involve action from your buyers. Their Action Bias will give you a higher chance of getting those valuable responses.

Key moments include:

• Right after purchase
• Product delivery (for eCommerce)
• ​A moment of delight​
• After they get a big win from your product/service
• And more…

Amazon emails its customers to let them know their product was delivered. Check out how they sneak in a chance to get customer feedback during this exciting moment of the buying journey.

Struggling to get responses even though you’re timing your survey request well? Incentivizing buyers with vouchers can lead to a 7% increase in survey response rate (without decreasing the quality of your data!).

Avoid asking biased questions

Biased questions lead to biased results. Avoid skewing your data by strategically wording your survey questions.

❌ Don’t say: Did you buy our product because of [benefit]?

✅ Do say: Which of our benefits do you find most appealing?

​Use surveys to personalize the customer experience

Customer segmentation is a hot topic in the marketing world right now. It goes hand-in-hand with personalizing your marketing channels based on buyers’ needs.

Acquisition .com has turned its landing page into one big customer survey that segments customers based on current and aspiring business owners.

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Instead of leads figuring out which information is most relevant for them, Acquisition .com does the job for them.

The funnel is personalized by status (business owner or aspiring), the biggest challenge, and preferred learning medium.
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💥 The Short of It

Surveys can be tricky.

When poorly designed, surveys can be misleading. But when done right, they can help you create personalized customer experiences that feel like… ✨ magic ✨

Use surveys strategically to get the most responses and accurate results so you can confidently make decisions based on the results.
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Until next time, happy selling.