MARE People Profiles: Understand The Context Behind Every Survey Response
But of all of the features we have added to MARE, People Profiles is one that we’re especially excited about.
Why? Because it brings context to your website surveys.
It gives you true insight into the reasons behind survey responses, and gives you a lot of power to segment and drill down into the survey data that you collect.
People Profiles is live with every MARE Plus+ subscription, and we’ll be adding additional functionality to it as we grow.
So, without further delay, let’s take a look at what MARE People Profiles are, and why you should care.
Why run a website survey?
Let’s start by taking a look at why you would run a website survey in the first place.
If you’re like most companies, you might want to deploy a survey or questionnaire with these goals in mind:
- Find opportunities to improve your website based on user experience feedback
- Optimize the conversion rate of your website
- Find new product or content ideas
- Segment your audience for re-targeting lists
- Get feedback on your products or services
- Generate an NPS score of your brand, and track it over time
- Perform exit intent surveys to discover friction points on your website
There are more questions and goals that you can accomplish with website surveys, but these are some of the big ones.
Depending on your goal and the amount of respondents you have, you can start getting actionable survey data within a few days.
However, how do you know that you are getting survey responses that are relevant to your business?
You could be making decisions based on responses from users that don’t match well with the question you’re trying to answer.
This is because…
All survey responses are not created equal
Collecting website survey data from your website traffic or even your email list will give you responses from the entire spectrum of your users.
And this is generally a good thing. This can create some issues however, when it comes to making decisions based on this survey data.
This is because your users or visitors will all have differing – and sometimes conflicting – opinions or feedback.
Not only that, but each user has their own context around their experience with your brand or product.
Here’s what we mean:
Let’s say that you are running a website feedback survey asking users if they’ve used widgets in the past that are similar to yours, and what their experience has been.
You may get responses from…
- users who have been reading your blog for months, or maybe they just arrived yesterday.
- users who have downloaded your ebooks or whitepapers before, or users who haven’t.
- users who purchased a product from you and then got a refund, or users who have never purchased from you at all.
Each of these types of users are different, and their feedback should be looked at differently as well.
The problem with website surveys
The problem with traditional website survey data is that all information is in aggregate, with no context, and is generally very difficult to segment by other data points that your site collects.
If you’re using Google Forms for example, all you get is a list of responses from each user.
Sure, you could probably collect email addresses, and then tie them back to user behavior using an analytics program like mixpanel…
… but we’ve decided to create the answer to this problem for you.
And the answer is MARE People Profiles
MARE People Profiles provides you with all of the contextual data that you need to make smart decisions about the website feedback that you are collecting.
Along with every survey response, you also get the context of that response. Data points like this:
- Know how active a respondent is
- Know what content each respondent has been exposed to
- Know where a respondent was on your site when they answered your survey
- Original source of this visitor
- What technology the user was using when they answered your survey
- What conversion goals the user has accomplished
- What other surveys this user has answered
This allows you to tie all of the contextual information about a user into their survey responses, and then segment your responses accordingly.
We’re very excited about this new feature being a part of MARE, and we hope that it leads to a lot of great business decisions being made with real survey data.
If you have any questions, please leave us a comment below, or email us at [email protected].