What are Surveys in Webtrends Optimize?
Surveys in Webtrends Optimize are a highly flexible way of gathering Voice of Customer feedback.
This can be as part of an experience or by itself.
The functionality is embedded into the Visual Editor, and is intended at non-technical users although it does have very advanced options too.
Users of Surveys in Webtrends Optimize will be able to:
Define and design their questions, across one or many pages as they wish.
Preview the surveys
Run them to all users or a targeted segment
Run them in isolation, or as part of an existing test/target
Measure and report on engagement and responses
Cycle the responses into a future personalised experience
How could I use Surveys in Webtrends Optimize?
Using Surveys as a research and insights tool
Before running an experiment, gathering feedback on how you're doing is incredibly important.
Users of Webtrends Optimize can run one or many surveys, ask questions, learn more about users' opinions of the website or the brand, and use this feedback as problem statements to then come up with test ideas.
Using Surveys for qualitative feedback on your tests
Tests typically come with quantitative feedback - clicks, pages, revenue uplift etc. - showing you how the test is performing against metrics we can measure.
The gap in that data is feeling, emotion, and all the intangibles. This is where Surveys are useful.
If you run Surveys alongside your tests, you can gather thoughts and opinions, which can give you a dimension of understanding about your test that numbers simply cannot.
Using Surveys as fuel for personalisation
"Why are you here?"
Such a simple question, and for websites that have dozens of categories and thousands of products, it's such a valuable one.
The more you learn about a user, including intent, aspiration, struggles, etc., the easier it should be to build a more relevant website for them.
We automatically cycle survey responses back into the Webtrends Optimize Data Layer, allowing you to build Segments based off the responses and build experiences that use the segment as a target.