E-commerce exit surveys and conversion rates


I always wonder what the conversion rates of those e-commerce exit surveys are.

As a conversion rate raiser, I take all the surveys that are offered to me. Today, I had the opportunity to do one for PriceGrabber instead of the usual BizRate survey. I was really surprised to see how best conversion practices were ignored. In the survey, they told me to include my order number and admonished, “Invalid order numbers may cause your survey to be rejected.” (Now, who really cares about the survey, them or me?) They asked me for my email address but gave me no link to a privacy policy. And then after I hit “Submit,” they committed the ultimate forms error — they reprimanded me for not filling out a required field, but didn’t indicate which one it was. Since all information from a survey is given freely and willingly, why don’t they take what they are given? When we website owners insist on collecting information that the customer doesn’t need to complete his transaction, we only create an incentive for the customer to lie. And how does that help our data??


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • That’s an excellent point Robbin. With the technologies available today there is no doubt you should have been told which field you didn’t complete. The site owners should have been lucky to get what you offered. There is no incentive whatsoever to complete it.

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