Hi, we have been running a survey on our website asking users if they would be willing to purchase a PDF version of the materials on our site. Is there any way of gauging what percentage of those people who responded ‘yes’ will actually make a purchase? Many thanks.
I don’t think there is any way of telling, and will depend on how well the survey was designed. For instance, did you tell them the price? Did you offer a don’t know option?
Some people will simply tell you what they think you want to hear. Some who would have bought it when you asked the question will have forgotten about it or no longer be interested.
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IMHO, I have yet to see any survey that was perfect in terms of being useful for hard statistics. And that includes surveys ranging from “professional” to ones I have tried to put together myself. Many are too long to keep hold of my involvement, many do not offer the choices I would choose, and most are biased.
Where I do think polls can be useful for marketing is not in getting statistical data, even though that is their “raison d’être”, but in raising awareness and spurring thoughtful consideration.
For example, if alongside the “Would you purchase?” there was a feature (link, tooltip, accordion) that displayed the pros and cons of purchasing, it might lead to higher conversions.
In any case, I do not think speculating about how many that answered “yes” would go on to actually convert would be anything to base a business decision on. However, it might be a good idea to do some “A/B” testing to see if the poll increases conversion to any degree.
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Probably a better question than, Would you buy? would be, How likely would you be to buy?
(sorry for all the woulds!)
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