However, there is another, more subtle type of intercept surveys. It’s a small button in the corner of the site with “Feedback” or “Rate this website” written on it. When you click it, a new window opens, and you see a set of questions that you are expected to answer.
If you agree to participate in an intercept survey (either the first or the second type, doesn’t matter), you usually see a matrix asking you to rate a few elements (like website navigation, overall experience, ease of use, etc.) and a set of open-ended questions.
Intercept surveys tend to have many steps and require serious effort to answer. Completing often takes at least a few minutes.
They might be seen as a good way of collecting in-depth user feedback but they hold some major disadvantages.
Why not use intercept surveys?
They disturb website visitors with new windows
Because of the highly interceptive part of their existence, intercept surveys have very low response rates (about 1% is a good result, 0,1-0,2% is more likely). They require relatively a lot of effort and time to participate. Result: you need thousands of visitors a day to collect a substantial amount of feedback or you will have to run a survey for at least a few weeks. That’s why organizations running intercept surveys on their website sometimes offer incentives to take part in a survey – otherwise, it’s simply difficult to get people to answer so many questions.
Providers of such software tend to prefer big customers and long-term commitments
You can’t run, for example, a short website redesign survey on one recently redesigned page.
They might be unreliable
Participating in such surveys requires extra effort, so visitors are likely to share only extreme opinions when they either love or hate you. You lose everything in between.
Outdated form of collecting feedback
Nowadays, when UX designers and conversion rate optimizers do their best to remove all elements that distract visitors, using intercept surveys seems to be out of fashion. Of course, using website intercept surveys is better than not collecting website feedback at all, but it’s not the best choice.
If you want to get serious about collecting feedback from your visitors, choose a better alternative to intercept surveys.
Alternative? Website Surveys
There’s a good alternative to intercept surveys – website surveys. Here’s how they look:
As you see, they work as small and elegant widgets that appear in the corner of the website. There is no need for additional steps like clicking a button to see a whole survey in a new screen. Everything happens in this one small box. You can ask one or a few questions in a row (recommended up to 5 to maximize response rates). All answers are recorded so even a visitor answers e.g. 2 of 4 questions, you still get answers to those 2 and can analyze them. On top of that, skip logic allows you to present different questions based on answers to previous ones.
Tip: you can see here how sample surveys look on your website: http://survicate.com/preview/
Not convinced yet?
There are more differences between intercept and website surveys, here are some of the most important of them:
Visitors can participate with minimal effort
Ask them just one or a few questions in a row. Answering takes a few seconds and doesn’t require redundant clicks
Targeting allows you to precisely choose who and when will see survey widgets
Adjust questions to the context and provide a high quality of website experience as possible. This leads to high response rates – 3-5% is a normal result while top performing users achieve up to 58% response rate (usually post-purchase surveys report the highest response rates)
The design of widgets can be highly customized to match your website
Make website surveys an integral part of your website. Some providers, including Survicate, allow you to add your own CSS to design widgets exactly as you want to.
Can be used to run quick tests of new elements or changes on the website
In contrary to intercept surveys, many website survey tools offer flexible pricing without long-term commitments and setting up a survey takes no more than a few minutes so you can run a short test without ruining your company’s budget.
As you see, website surveys will provide even more feedback than intercept surveys and user experience will be better. Take a look at this guide to website surveys to learn more about them and how you can benefit from using such surveys on your website. Or, if you’re already sure that you want to give website surveys a shot why don’t you create a free Survicate account?