Feedback Campaigns

Analysis determined that 2018 new customers that purchased declined almost 20% from the baseline of 2017 new customer registrations that made a purchase. Here is a campaign Leslie launched to figure out why:

Survey Creation:

New customers that took the time to register with Wholesale Banners Online and also purchased declined almost 20% in 2018. I knew that in order to be profitable in 2019, the problem needed to be fixed. However, I didn't know what the problem was.

Analysis of form submission showed that several things were important to new customers/ wholesale distributors: Price, Quality, Ordering Process, Customer Service, and Design Help. I also knew there were things our customer service team could be doing better during the on boarding process, but wasn't sure what they were.

So I created the following survey:

Survey Delivery:

I had to get the survey out to customers that didn't purchase. All prospective customer information was captured on the submission form. I decided that email was the most effective method of delivery, and the incentive would be 10% off a future purchase.

Results:

After 72 hours there was a 21.3% form submission rate, (195 responses). From the data I was able to deduce that most new registrants wanted more:

Attention
Communication
Special Offers

Therefore, our resources did not need to be devoted to changing the website, but rather nurturing leads through the on-boarding process. A new on-boarding plan is currently in implementation phase due to these findings.