WebMD uses them. ChowHound uses them, too. A number of large online properties have begun deploying pop-up surveys on their websites in order to collect valuable information about their visitors. When a person arrives on their site, they're greeted with a pop-up box that overlays their main browser window. That person might be asked how they heard about the site, where they're coming from, or any number of questions.

Business owners who operate or manage websites can use pop-up surveys to better serve the needs of their visitors. For example, they can be used to create content or tools that are designed specifically for a certain demographic. Over time, the data that you collect about your audience will help you refine your marketing program. You can ask them what they're looking for, their willingness to purchase, and even price points they consider reasonable.

Below, I'll describe the basics of how to use pop-up questionnaires in order to uncover marketing opportunities for your business. I'll provide an overview regarding how to categorize your audience, design the survey, collect the data, and track the results.

Categorizing Your Audience

First, not every person who comes to your website will be in your target market. For example, if you operate a medical equipment business, your market might include doctors, hospital administrators, and other key personnel. Survey results from people who do not fit within that small scope will likely be irrelevant to your goals. Before designing your questionnaire, you should categorize your audience according to your objective.

The information you need in order to do this may be available from your database of past orders. Also, if you've surveyed your customers in the past, you should already have an idea regarding their broad demographics.

Designing The Questions

The questions that you decide to include will depend upon what you would like to accomplish with the data. Using our medical equipment website example, your goal may be to collect leads on which to follow-up for future sales. If so, your questions should be designed to reveal product needs and collect contact information. The type and breadth of information that you can collect is only limited by the nature of your questions.

Collecting Audience Data

The amount of data that you accumulate through your pop-up survey should be substantial enough to accurately represent your audience. The volume of traffic that your website receives and your visitors' willingness to complete your questionnaire will determine how long you'll need to collect the data. In order for you to have confidence in its reliability, it must be statistically accurate.

Tracking The Results

Depending upon how you define your objective (i.e. number of leads, type of information, etc.), you'll need to analyze the data to determine the overall effectiveness of your pop-up survey. If your goal is to collect leads, it's a simple matter of calculating the ratio between targeted visitors to your website and those who completed your survey. If your goal was to identify advertising opportunities for a product, the analysis is more complicated; you'll need to include the results of your future advertising campaigns.

Final Thoughts

Pop-up surveys can yield valuable information about the people who visit your website. You can identify their needs, expectations, past purchase history, and other important elements. The pop-up boxes can help you plan content development, product launches, and advertising opportunities. They don't take the place of questionnaires that you might use in a retail setting. Instead, they represent an ongoing effort to better understand your online audience. If you can identify their needs and wants, you'll be able to increase your sales, encourage loyalty, and support your brand.