Using Google Consumer Surveys for Conversion Optimization


Google Consumer Survey’s is a feature from Google Analytics that helps to bring you data directly from the minds of your audience. When creating a consumer survey, Google makes sure your question is getting put in front of the right people; your only job is to ask the right questions and analyze your data.

One aspect of your online success where these reports are particularly helpful is when it comes to conversion optimization.

google surveys

How Google Consumer Surveys Work

According to Adam Heitzman, Managing Partner of SEO Company HigherVisibility, “Consumer Surveys are one of the Web’s best-kept secrets,” and I’d have to agree. You don’t hear too much about the feature, but it is one that can give you the exact data you’re looking to find.

They work just as they sound: You ask a question and then Google will take that question and put it in front of a relevant audience to answer.

Below is a screenshot of the general page that shows you the three easy steps it takes to make a survey happen:


To break down the process, Consumer Surveys will show your question across different online news sources, blogs, entertainment websites, etc. by either embedding it into the content or including it on a mobile app.

People will answer the question in exchange for being able to read an article, listen to a song, gain a free app, etc. What Google offers in return is up to Google, but typically it’s something relevant to your company (that’s why the audience answering the questions is going to be relevant to your audience).

On that note, the person’s demographics, like age and location, are assumed based on that person’s browser history and IP address (hooray for not having to ask the questions yourself!). If they search for something related to your industry or product, it’s likely they will be targeted by Google to answer your question.

So what types of questions can you ask? Not only can you ask about whatever appropriate subjects you want, but you have a choice as to the “type” of question.

Types of questions include multiple choice, a rating system, side-by-side images, open-ended, and then all of these options coupled with an image. Below is the screen offering you these options.


How You Can Use Google Consumer Surveys to Improve Conversion Optimization

As you have probably inferred from above, the biggest thing that these survey’s offer is a way to find out what your audience is thinking. By figuring out what they are thinking about your product, your landing page, or your industry in general (or a million other questions you may want to ask), you can optimize your pages for higher conversions.

After all, conversions happen because of your visitors and the thoughts those visitors are having—the more you can understand those thoughts, the better.

Below are a few different things you may want to consider asking, along with how you can use the answers to optimize your website and/or landing page:

1. Ask about landing page or logo preference.

Example: Which logo do you prefer? Which button would you be more likely to press? These are always good questions with two images side-by-side.

Your Move: By including two screenshots of your same website or two pictures of your logo and/or product with slight changes, you can get a vote from a relevant audience as to which they like best. Of course, if they like something better, they’re more likely to convert.

2. Ask about the likelihood of needing a particular product at any given time. 

Example: Do you plan on traveling this summer? Why or why not? This is a great open-ended question.

Your Move: Ask this type of open-ended question to find trends in your industry. For the example above, a travel agent could use this information to decide which packages to feature on the homepage of the website. If people are planning to travel in the fall, feature more fall travel destinations to help improve conversions.

3. Ask how much someone would be willing to pay for a general product.

Example: How much would you be willing to pay for the perfect pair of custom sneakers? The multiple-choice option usually works best for this type of question.

Your Move: By knowing how much someone is willing to pay for something, you can not only make sure you price your product correctly, but you advertise that on your landing pages. Go slightly lower than your average, and make an announcement that most people would pay X amount for X product. Having these statistics could help urge someone to convert, and you know you have that at a price point that really works (also important for conversions).

4. Ask what brand they think of most often when thinking about your industry.

Example: What brand do you think of first when you think SEO agency? An open-ended type works well here.

Your Move: This will give you insight into your real competition (and usually it will be local), so you can visit that company’s website and see what they are doing differently than you. The more aware people are of your brand the more traffic you will have, so spending time trying to give your audience something similar to what they are already responding to is important. has admitted to using this tactic to help gain ideas for their “Work” page.

5. Ask what promotional deal they would like best.

Example: What deal would you like best? Give multiple-choice options like Free Shipping, 20% off, Free Returns, Buy Two Get One Free, etc.

Your Move: This one is pretty self-explanatory. If people are going to click on a deal you’re offering, they’re already well on their way to converting—you may as well use the deal that the highest number of people like!

Extra Uses and Ideas

While conversion optimization is incredibly important and a great way to use the tool, it’s worth mentioning that Consumer Survey’s can give you answers to just about anything regarding your audience. Google highlights eight other possible uses:

  1. Concept and Product Development
  2. Market Trends
  3. Brand Tracking
  4. Marketing Design
  5. Campaign Measurement
  6. Timely Questions
  7. Customer Satisfaction
  8. Custom Survey Portals

Getting Started with Google Consumer Surveys

You can visit this link to get started with Consumer Surveys. It will cost you 10 cents per every question that is completed and $ 1.10 – $ 3.50 per completed question if you have participants answered 2–10 questions (10 is the limit). You should have your results within 24 hours.

Have you ever used Google Consumer Survey’s to improve your conversion rates? What did you ask, and did you find the data helpful? Let us know your story and your thoughts in the comment section below.

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