Advanced applications of website surveys

As you probably know from the guide to website surveys or your own experience, running them is not rocket science. They are easy to implement on the website (just a piece of JavaScript code) and creating a survey is also easy. If you use Survicate you can use our library of pre-defined templates to start a survey in just a few clicks.

website surveys advanced

Collected insights reveal what stops visitors from converting, what they think about your website etc. You probably already know how to create exit surveys, how to trigger surveys on certain pages only, how to customize the design of survey widgets etc. Equipped with this knowledge, you can run surveys effectively and collect enough answers to take your website and customer analysis to the next level.

But you can do more than that. In this article, I’ll show you how you can use website surveys to do more than collect feedback and advanced settings that will help you utilize your website survey tool even better.

Just before we begin – if you’re unfamiliar with website surveys, I recommend taking a look at the guide to website surveys, otherwise, you might feel a bit confused.

Analyze results in Google Analytics

How do you analyze results of your website surveys? I bet you do it within the dashboard of your tool or download .csv or .xls files to analyze them on your computer. There’s nothing wrong with that, I do it myself. But have you ever wondered how people who answer surveys behave on the website? I have. And I use Google Analytics integration to find it out.

This integration allows you to see in GA responses to surveys (they are sent as events). You can create segments of website visitors who engage with surveys and see how they behave compared to all the others. You can also see which traffic sources bring people more likely to answer surveys,

Pro tip: use created segments to build retargeting lists. Here’s how to use this possibility:

Use CRM and marketing automation integrations

Most of the users use website surveys to collect feedback from website visitors. But you can also use them to collect contact data to turn website visitors into leads. Two-ways integrations allow you to send leads collected with a website survey tool to CRM or marketing automation solutions.

What’s more, you can even use website surveys to enrich profiles of leads already stored in external tools, like Pardot, Intercom, HubSpot, ActiveCampaign or a number of other tools integrated with Survicate (see a full list here). Example: you can use our Intercom integration to add answers to surveys as tags, events or notes to profiles of your customers or leads. Result? The possibility of sending more targeted messages and creating personalized onboarding flow.

Tip: check out Survicate integrations to see if you can use this advanced application. If a marketing automation tool or CRM you use is not listed there, drop us a line – it will help us plan further development of integrations included in our roadmap.

Lead alerts

If want to use Survicate or another website survey tool to generate leads on your website, you can also use lead alerts. What is it? Basically, you receive an email every time a person completes a lead form. Thanks to that you can react quickly and contact your new lead. Easy to set up but often overlooked.


Don’t you think it could be useful to ask questions only visitors who answered to one of the previous surveys? Let me explain on a simple example: you’re planning to redesign a website. So you can run a survey to find out what people think about the current design and how they assess it on a scale 1-10. Let’s say a person answers that the navigation is a bit unclear and gives an overall score of 8. Wouldn’t it be valuable to ask this person similar questions after the redesign? It would show you which changes affected user experience in a positive way and which not so much.

Use tagging to do it. Tag people who participate in the first survey. Then you can use those tags to target visitors with another survey. Here’s more on this topic:

Tip: you can also use tags to exclude certain groups of visitors from taking part in a survey.

Single Page App targeting

Single Page Apps are getting more popular but not all website survey tools seem to notice it. So if you have a SPA, make sure the website survey tool you choose supports it, like Survicate does. What’s in it for you? You can precisely target surveys to visitors who are using a certain section on the website. Example: we use SPA targeting to survey our users and collect their feedback on specific sections of the app, like creating survey logic. What’s the best, when a person navigates from this section to another, the survey can disappear if you want it to.

Support of SPA is especially valuable for SaaS – they can run surveys both on websites and inside the apps.

Learn more about SPA targeting here:

A/B testing of survey widgets

All A/B tests have one goal – make sure you achieve the best results possible. It usually applies to websites or ads but you can do it with website surveys as well. You can create 2 or more widgets with the same goal but different targeting or copy to see how it affects response rates. You’ll be able to choose the one that provides the highest response rates. Result? More answers from the same amount of website traffic.
Learn more about A/B testing of surveys here:

Cookie targeting

Let’s say you have a SaaS app and want to surveys only paying customers to ask them a specific question. How can you do it? Targeting surveys to appear only inside the app won’t be effective – there will be also people on trials or free accounts. But if you assign a cookie to paying customers, you can use it to target them. This method is 100% accurate and you can use it to target any groups of visitors or customers, paying customers is just an example – everything depends on how you use cookies.

Learn more about cookie-based targeting here:

Key takeaways

As you see, described advanced applications will allow you to squeeze more value from any website survey tool you’re already using. If you’re not using website survey yet and want to use described applications, make sure the tool you use offers them because it’s not an industry standard. Also, take a look at pricing tiers, usually advanced features are available only on the most expensive plans only.

Lucjan Kierczak

Head of Marketing at Survicate.

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