Impact of Intercept Surveys on Conversion Rate | XM Community
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Michael_Cooksey
Administrator
25 days ago

Impact of Intercept Surveys on Conversion Rate

  • September 6, 2022
  • 1 reply
  • 52 views
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My team is concerned that intercept surveys (Feedback buttons, sliders, responsive dialog, etc.) on our website might impact the site's conversion rate. Has anyone set up an A/B test via Google Analytics to test this hypothesis?
Here is how I am envisioning the A/B test could be designed:

  • The (A) could be a survey that triggers under certain parameters.

  • The (B) could use the same trigger parameters but be invisible to users.

Where I need help is in the tracking of the website conversion rate among these two groups. Is there a way to add Google Analytics tracking so that we could compare the conversion rate between (A) and (B)?

1 reply

InessaG
Level 5 ●●●●●
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  • InessaG
  • Level 5 ●●●●●
  • 410 replies
  • September 6, 2022

XMUser03 Any pop-up/slider/dialog that interrupts a journey could indeed negatively impact your conversion. Best practice is to collect feedback on the journey upon completion of that journey and/or upon exit intent. The only exception to that is if you anticipate that certain pages may be painpoints for users, an intercept that pops up only after a certain time on that page with no activity to provide help/hints may actually help your conversion.
Hope this helps.

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