How to Get the Most Out of Conversational Feedback

What is a conversation? Typically, an exchange of sentiments, observations, opinions, or ideas, a conversation supplies social support. It establishes a connection between the participants. Unlike other, traditional methods of gathering insights, conversational surveys allow you to leverage the power of conversation. In this article, we’ve researched and outlined some best practices for leveraging conversational feedback.

Conversational marketing is a customer-centric and dialogue-driven approach to marketing. So it’s essential that, for your approach to be successful, you ingrain a customer-centric strategy throughout every level of your campaigns. Want to know more about that? Read all about conversational marketing.

Conversational marketing provides yet another opportunity to meet customers where they are in their buying journey. Done well, it drives value by delivering the right message at the right time, with the right information, to the right person. Martech

Earlier this year, Mopinion released conversational feedback forms, or conversational surveys, in order to help you collect user feedback in a way that wouldn’t disrupt but actually improve your CX, unlike a lot of traditional chatbots.



A branch of conversational marketing, marketers and digital professionals can leverage this new style of feedback forms to capture feedback via a personalised experience that will leave your visitors feeling as though they were chatting with a colleague. Intrigued? Keep reading to discover the best practices for conversational feedback forms and surveys.

Start smart

Like any other undertaking, you should start as you mean to go on. That means, begin your conversational survey strategy like any other project or campaign and start by clearly framing questions and setting achievable goals. Take a good long look at your target audience as well as your buyer or user personas and consider each one individually.

A good way to start might be to dive into your customer journey and try to pinpoint any points of friction. Put yourself in the shoes of a potential customer who landed on your homepage for the first time. Make a list of questions a visitor might have, and try to spot any flaws in your customer experience. Adding a conversational form to points of friction could help you to understand previously unexplained behaviours.

Rich Page, conversion optimization expert, tells us,

In particular, you need to find out what your visitor’s main issues and barriers are, and then improve your website to eliminate those problems. A fast way of getting started with this is to create a short visitor survey that includes this question: ‘Is there anything stopping you from purchasing right now?’ This very important question will give you a gold mine of website improvement insights.

Ask yourself questions like,

• What are the main questions I am looking to answer?
• What are the key problems I’m trying to solve?
• Is this the best way to go about achieving my goal?
• What will keep visitors interested in engaging further?

Once you’ve set out clear goals, you can start thinking about your surveys.

Take your time

Using your defined set of goals, determine where will you deploy these forms, and consider things like placement, timing and targeting. You can trigger conversational feedback forms across several pages for different uses. Take the time to really consider all the factors, and then begin creating your survey.

For example, you could capture leads by offering high converting content offers, engage with potential buyers on landing pages, while ensuring that existing customers looking for information or support are directed to the right resources or teams. Managing multiple forms is easy enough once you take the appropriate steps to ensure they’re deployed in the right ways.

Infuse with personality

After you’ve spent the appropriate time planning and laying out your goals, and how you want to target your forms, be sure to think about how you want to present yourself or your company. Spend time considering things like tone of voice, how you want to be perceived, and what your audience expects. For example, you could add a photo to the avatar in our Conversational Feedback forms, to give a human touch.

If it suits your branding, don’t be afraid to infuse humour or a fun tone of voice to your survey. When used appropriately, in a content-specific manner, humour triggers an emotional response, and amplifies brand recall. This means it can increase open rates, engagement rates, and help buyers retain information for longer.

Bonus tip: according to HubSpot, push notifications with emojis saw an 85% increase in open rates and a 9% bump in conversions. So, if it fits your brand identity, don’t be afraid to add in an emoji or two.

Customer empathy, personalisation and human-interaction are all big CX trends this year, and it looks as though they’re here to stay. Conversational feedback surveys provide an opportunity to hit all of these trends with one touchpoint.

“When you infuse a brand’s personality into the chatbots it’s using, you can deliver more consistent messaging — and that can increase engagement. Chatbots don’t have to be “business only,” either — they can entertain people waiting for data to load or a human to respond. – MarTech

Assemble your dream team

Like any other new endeavour, you’ll need the right people around you to support your vision. Let’s say you’re trying to create a successful conversational survey that optimizes your customer experience. This *most likely* requires stakeholders from key prospect and customer pillars to work together. You’ll need to identify which teams need to be involved in order for this effort to be successful.

Perhaps you want to share previously gated content, like downloadable white papers or data sheets, or maybe you want your visitors to book a demo via the feedback form. Depending on the goal of your survey, and where you implement it, you could need quite a bit of support.

You might need your content team to help create the survey content, a brand manager to check tone of voice, a sales or customer success representative to be linked to the responses, so they can proactively engage with leads. Whatever the survey, you’ll probably need a few other stakeholders to be involved.

Beware of feedback fatigue

Ever heard of feedback fatigue? One mistake we see many people make with feedback surveys is that they bombard their visitors with several forms, with long-winded questions and no clear benefit for the users. These are the forms that receive little to no responses. You have to step into the visitor’s shoes and ask yourself why would I engage with this form? Nobody likes to visit a website or log onto an app to be bombarded with multiple feedback requests and pop-ups, let alone the standard cookie request or any other notification you may have running.

An easy solution to this is to incorporate a sophisticated chat play book which can field common questions and proactively engage prospects to start the sales conversation. Asking a direct but simple question early on, such as, ‘Are you a Mopinion user?’ helps to gauge the visitor’s intent. You can create flows relevant to each answer or pathway. This means that early in the form, you can identify the visitor’s goals and send them in the right direction.

For example, Mopinion customer de Bijenkorf uses a side menu with different options, including chat, FAQ’s and a standard feedback form, so visitors are not bombarded with too many options. This way, they can direct the right visitor to the right place.

Measure, optimize & iterate

One thing you can always count on in any campaign is the need to measure the performance and be able to pivot and optimise for the best results, or conversions. Think about it like this: every conversation is a conversion.

With conversational forms, you’ll be able to gauge your visitor’s experience, and more than likely this will come with many important takeaways. So, once you have analysed the conversations, you will start to notice trends. Take note, and then take action with the feedback you receive. There’s absolutely no point in spending all this time creating conversational feedback surveys if you’re going to ignore all the insights and valuable feedback you get. Use your dream team to help you with this.

These trends will become guidelines for helping you to provide better support, solve your audience’s problems, while nurturing and mining user intent to create a competitive advantage and deliver a better digital experience. So, make sure you take action with the feedback you receive and incorporate it into every level of your organisation.

Go on, give it a go

Well, there you have it. Conversational feedback forms are very easy, and actually, quite fun to use. You don’t have to worry about training team members to use a new software with complex coding, as teams can leverage conversational surveys independently, without the help of their development team.

With Mopinion’s conversational feedback forms, you can use classic survey elements like NPS and CSAT to gauge how your customers are feeling. Let alone all the other great features unique to conversational feedback. Really, the possibilities are endless. From lead capturing to customer engagement, conversational surveys allow you to go beyond metrics, build trust and gain a deeper understanding of your respondent. But only, if you do it in the right way.