Your existing leads can be an excellent source of market research! And a great way to gather that feedback is by sending a post-LPT survey.
Key Elements of the “Why Didn’t You Buy” Survey:
- Send it 2-3 days after cart close so it’s FRESH on people’s minds
- Keep the email short, snappy and to the point!
- Make the survey as easy as possible to complete while getting the data you need
- Analyze and process to decide if action should be taken!
The Email
- Keep it short
- Let them know how long it’ll take them
- Why they should do it
The Survey
- You can use whatever survey or form tool works best for you – paperform, SurveyMonkey, airtable, google forms, whatever you want!
- Make it easy to fill out
- Think through what questions are truly important – what do you need to know in order to make improvements to your product or your messaging?
- Your first question can be a simple multiple choice (like you see in the example below)
You can add more questions if you want to gather more information, like we’ve done below:
The Analysis
- Once you’ve had about 5-7 days to gather replies, export your data
- Dig in! Try to find patterns, look for any themes that pop up throughout
- What are those learnings? How can you apply them?
- Example: if you receive lots of feedback that people don’t think they’ll have enough time in the program, make sure you address that in your marketing materials – can you have a calendar or visual aid? Share a client success story that includes a timeframe?
- Example: if you notice a theme that people were unsure how your product would apply to them, then show (or update!) some use cases in your marketing materials
- Important note: Whenever you send out a survey there may also be information that comes back that you don’t need to do anything with! Be mindful of what’s helpful and leave the rest.