Providing some good information at the start to give me confidence that my data won’t be used in ways I might not want. And telling me that the survey will only Does any website really make someone feel Excited, Hopeful or Delighted? Do they really need to ask this in a survey? Isn’t this what analytics are for? Again, something analytics would tell them. Only 41% of the way through the survey and this page hits you with an overwhelming sixteen multiple choice questions and a free text box. I bet a lot of the participants drop off at this stage. For a retailer, I think understanding a customer’s gender, age, and martial status for customers can help with creating personas so I can see the benefit of collecting this information. This seems like a good question to understand the buying behaviour and extended journey a customer takes before visiting the John Lewis website. And just when you thought you had finished, one more question.
Survey complete, but the thank you message seems a bit dry and emotionless. I’ve just told you all kinds of personal details about where I live, how old I am, whether I have kids, how I shop and what I think about John Lewis, and all you can say is ‘Your input is greatly appreciated’. No reward, e.g. a discount code or prioritising my order to delivery more quickly. No telling me how all the information I’ve given you is going to help you offer a better service or improve your website. And no reiterating that my data is safe with you, that the cookie will expire.
Conclusion
It’s a very long and complicated survey with a huge range of questions asking for very different information in lots of different ways. I found it a bit confusing and not really offering any value to the customer.
