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Finding out where your customers found out about you is a precious source of information for a successful marketing strategy and your business’s overall growth. The only problem is that by simply asking them, you’ll rarely get the information you’re actually looking for.

Why Do You Need “How Did You Hear About Us” Survey?

The answer is:

To uncover your best traffic channels. This survey provides an important piece of information that companies use for getting new consumers. Acquiring new customers involves persuading consumers to purchase a company's products and services.

Have you ever wondered if your marketing techniques are really doing the trick? As a company, you work overtime to ensure that you’re getting your brand out there, but when you have customers roll up to your doorstep, how do you know what’s working?

Is it your emails?

What about social media marketing? Word of mouth? Emails? Or cold Internet searches aided by boosted SEO?

Let’s face it, the only way you’ll know is if your customers tell you. Enter the “How Did You Hear About Us” survey!

This is the best possible way that you can learn how you’re getting out there and improve your marketing techniques. Use this free-to-use template or keep reading to learn how you can create a perfect “How Did You Hear About Us” survey.

How to Create a Perfect “How Did You Hear About Us” Survey

Add a follow-up question

Users will very often opt for the most straightforward answer, rather than going into detail. The main reason is the so-called "effort economy". They choose not to spend a certain amount of effort on an action that is not going to benefit them in any way.

If you have already included this question in a survey on your site, you may have found that people often provide extremely minimalist answers like “Google,” which is way less descriptive than we’d like it.

Respectively, if you’re going to ask your customers how they found out about your business, it’s essential to have a follow-up question to ask for clarification.

There is, however, a great way of approaching this issue, without capitalizing on your customers’ effort and getting informative answers — multiple-choice boxes!

It’s safe to assume that there will always be a limited number of possible answers to your follow-up questions. Add them below in the form of multiple-choice boxes.

It’s essential to take the time to word your questions properly and you’ll often have to deal with space limitations as well. There is a set of tools and services like Top Writers Review, and Hemingway, which you’ll find useful while working on your copywriting.

Identify the context

In order to maximize the efficiency of this question, it’s essential to get a better understanding of the context your customers found you in.

As a service or product provider, you typically solve a spectrum of issues that your customers encounter.

Respectively, one of the more exciting and useful questions you can ask along with how your customers found you are what they were looking for when they did stumble upon your site in the first place. How does that help your business?

In order to extract some actionable information out of the survey, follow up by asking them if:

  • They found you while they were looking for a solution to a problem they had
  • They were googling for popular representatives of your niche or industry
  • They found your while trying to acquire a new skill
  • They were looking to substitute a service or a product they’re using with yours?

By identifying the context of your “How did you hear about us” question, you’ll be able to better direct efforts towards creating content that fits their needs.

Similarly, if they found you on particular websites or platforms, that will allow you to make a decision in regards to investing more in link building with them or publishing guest posts on those sites.

Organize your budget

Once you’ve found out about where your customers find out about your business, that’s going to allow you to calibrate your budget accordingly. When it comes to efficient marketing, it’s essential to cut out channels that don’t work for you or simply aren’t cost-effective.

Gathering detailed information about where your customers come from will provide you with valuable insight into which channels you should invest more into and which ones you need to let go of. In effect, this will provide you with a much higher ROMI (return on marketing investment) and a much leaner marketing mix.

Keep up with the monitoring

Once you’ve arrived at a somewhat better understanding of what your most fruitful sources of traffic and customers are — don’t stop researching and monitoring.

The main idea behind this is that there’s always a place for improvement. If you feel like your campaigns have improved after making data-based changes, a more extended analysis will allow you to identify the bright spots and enhance the campaign even more.

Explain why

It’s reasonable to expect that many people will be inclined to totally disregard this question and some may even be put off by it. Therefore, it makes sense to inform your customers about the reasons you’re collecting this type of data.

Ideally, you’d have to explain that this information will allow them to have a considerable impact on your service and will enable it to improve and grow. The sense of purpose will considerably improve the rates at which your clientele will provide you with informative answers or even consider answering them in the first place.

"How Did You Hear About Us" Sample Answers

The most popular answer options

  • Search Engines (another websites, blogs, videos, pictures)
  • Internet Ads
  • Social Media
  • Customer Review Sites
  • Comparison Site
  • Refferal
  • Customer Testimonials
  • Other

Other less popular answers

  • Podcast
  • Webinar
  • Forum
  • Event
  • Seminar
  • Employer or Coworker
  • Television
  • Newspaper
  • Billboard

Remember to add a follow-up question to your survey to get the most specific answers that help you to use it in your analysis about which traffic has the most potential for your business to focus on first or the most.


The “How did you hear about us” rarely works for businesses that don’t go the extra mile and optimize the user’s experience with them. By using these five simple steps, you’ll see a considerable boost in the rate at which your customers answer it.

More importantly, you’ll see that the answers are much more descriptive and informative.

Collect even more significant answers for your business with:

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