The Best Online Survey For A Website, Yours Free!

4Q A true permission based on-exit survey that provides an easy to deploy, easy to use and easier still to analyze framework to answer 4 questions that no website owner can live without.

It is the antidote for the most pressing of web analytics challenges: the yearning and struggle to understanding the "Why".

And its free!

And you can have it today!!

No strings attached!!!

There has been a lot of evolution since this post was written. A version of 4Q, now called iPerceptoins Free, continues to be free for limited use. In a comment below, I've also shared two other website survey options that are very good. Qualroo is not free, but quite affordable for the cluster of options it provides. Google Consumer Surveys has a free version with similar questions to the ones described below, for custom questions it costs one cent per completed survey. Check them out as well.

Rest of this post, the stress on light and agile surveys, the specific questions to ask remains relevant and the standard you should strive for in your qualitative analysis efforts.

Have web analytics data? Made good progress already? Want to light a rocket fuel powered ability to take analytics to the next level?

4Q is for you. Check out the rad video below!

Ready to sign up? Check out:

For the rest of us, let's take a step back.

If you have read my book or my blog you are quite aware of the What and the Why issue. All the quantitative data you and I have from our web analytics tools is really good at helping us understanding the What happened.

Visits and Visitors, pages viewed, referrers, keywords, bounces, paths (!), campaigns, and so on and so forth. All critical data that helps you step up your game – improve your campaigns, fix pages, fire someone.

It cannot, no matter how much you torture the data, tell you Why something happened.

Why do these visitors see sixteen pages on our site? Is it because they are "engaged"? Or is it because we have the worst navigation in the universe on our site? Why is it that we only have one percent conversion rate? Why does only 20% of the site traffic looking at our product pages? Why this and why that and why if and why no and why why . . . .

Typically the response is: "I think this is happening…" or "When I was the ruler of the world this is why people did this. . . . " or "Snort, snort, snort, snorty, snort (that's the HiPPO speaking!! :)".

We overlay our own opinions and experiences and preferences.

Unfortunately we are not our customers. In fact being as close to our companies as we are, it is quite likely that we are the worst possible people to empathize with our customers.

So why not ask them? You know, the customers? Sounds radical. But the web can help.

One of the more scalable methods of listening is surveys, and the greatest survey in the world only has three questions!

  1. What is the purpose of your visit to our website today?
  2. Were you able to complete your task today?
  3. If you were not able to complete your task today, why not?

Primary Purpose. Task Completion Rate. Segments of Discontent .

The wonderful people at iPerceptions have created 4Q as a free service to allow you and I and everyone else to be able to have the perfect survey in the world on our site.

They have kindly added one more question to the mix that will help measure customer satisfaction!


4q iperceptions

It is such a thrill for me to be able to be on their Board of Advisers and help them with this excellent effort. I am so proud of Akop and his team for the nights and nights of work that they have put in. Jon and Jerry were sweet for buying into my faith based initiative!

No launch would be complete without a YouTube video. :) I have created one for 4Q. But the YouTube dumbs down the resolution, which upsets me a great deal.

So I re-recorded the entire thing for all of you! And since I was redoing it any way I added more context, a few more slides and try to explain things more clearly. So below is a better version of my YouTube 4Q video , hope you'll find value in it.

[Oh and I do apologize at the start for my extra sexy deep close to Barry White romantic voice. I have had a terrible cold for a couple weeks – I am missing approximately 40 hours of sleep. These days I am juiced up on Red Bull, Zone bars and, yes, passion!!]

Here's why you need a simple survey, how you can sign up, implement it and analyze the data to find key insights. . . .

Here's some eye candy. . . .

The survey invitation: Remember 4Q is a true permission based onexit survey, visitors to your website are not going to be interrupted in the middle of the shopping cart or in the decision making process.

market motive-iperceptions survey invite

Customer satisfaction report: You can have this aggregated or segmented by months or weeks.

customer satisfaction rating-iperceptions

Task completion rate: My all time favorite #1 Web Analytics Metric (booo conversion rate!).

task completion rate-iperceptions


Customer satisfaction segmented by primary purpose: A segmentation junkie like me would never let any opportunity go by without providing a segmented report!

customer satisfaction segmented by primary purpose-iperceptions

Open text VOC: Sources of visitor discontent can be identified by clicking on the links for each segment you are interested in below.

segments of discontent-iperceptions

Awesome ain't it?

It is a lot of fun too!! You are going to love hearing from your customers (even if they yell at you – remember they are trying to help and that is just how they show their love!).

4Q is available to you without any strings.

  • The survey is 100% free, regardless of how big you are or how small you are or how round you are.

  • You have the control of when to turn it on, when to turn it off etc.

  • You have control over the rate at which the survey is shown, it is easy for you to adjust it in the tool. Your choice.

  • Your data is yours, there is a very strict privacy policy that governs the storage and access of the data collected. Please check out the policy.

  • We are not going to bug you. Period.

Here's the url again:

Surveys are a lot more powerful and can yield much deeper insights about the customer experiences on your website. Deployed right they can be a critical source of learning for your decision makers.

4Q will not make your breakfast in the morning, but my hope is that it takes cost off the table when it comes to trying surveys and provides you with answers to the foundational questions. So no breakfast in the morning, just a kiss on the cheek when you wake up to get you going for what you need to get done. :)

I very much welcome your feedback and concerns, about anything and everything.

Closing (Unrelated) Thought:

In almost 12 months of being an independent consultant I have done a lot of things that have been new experiences for me and a ton of fun. But without a shred of doubt the biggest thrill for me has been helping launch new stuff.

Tools and features that, I humbly, believe further the cause of measurement and understanding of data. In their small tiny tiny way they solve important problems and ease a little bit of the burden out there.

Be it all the work with Analytics focusing on core website measurement. Or Joost de Valk's small but significant effort in creating the excellent Blog Metrics wordpress plugin to bring new success metrics to measure social media. And now this humble effort creating 4Q, our attempt to mainstream qualitative measurement.

I cannot believe how incredibly lucky I am to get the chance to have a small hand in these three great web tools, being able to be in there, get dirty and help. So much more fun than sitting on the sidelines and pontificating. Let me take this chance to thank my brilliant partners for their kindness to me (and because I am hopped up on pills: hugs for all you gals and guys when I see you next!).

Couple other related posts:


  1. 1

    This looks really really really really cool. I will work my way up the ladder and see if we can get this bad boy installed on our website.

    Is that "Yes or No" page text editable?

  2. 2

    Well, I tried to sign up. All I get is: "We are currently experiencing technical difficulties.
    Please try again shortly."

  3. 3

    Beat : Birthing pains!! :) Please try again. I just signed up again (for the blog this time!) and I was able to get it done. Thanks.

    Joe: I am thrilled you watched that far into the video. :)

    Now others will have to watch it as well in order to get the joke!

    Of course the text is editable.


  4. 4


    Tried to reproduce the problem on this end – but to no avail. Can you tell me if you are still having a problem?



  5. 5

    Great idea! I registered and it's now on my blog (will also want to put it on but it seems we are limited to one site).

    I also added 4Q to the list of tools that WASP can detect :)

  6. 6

    Avinish, this looks great and I'll implement it on a few sites within the month. For what it's worth, for those of us who have read your book and/or know what your opinions on analytics are, the video above could be shortened in half. I already know why you think surveys are useful, so for me it would have been much more helpful had you done a quick intro than simply started with explaining 4Q– perhaps two videos? :)

  7. 7

    This is fantastic! Long overdue for someone to put this into the marketplace – and I'm thrilled to see iPerceptions do this with you. Nice job. I'll be posting this to my website over the next day or two and I'll let you know what I think.

  8. 8

    Avinash, Jonathan,
    It's working fine now, thanks.

  9. 9

    Beautiful. Thanks Beat. Enjoy.

  10. 10

    Is there an option of adding an additional question? I would like to be able to distinguish between our representatives and our clients.

  11. 11


    If I install 4Q script it would ask exiting [from my web site] users if they want to fill the survey, right?
    What if user came to my web site second time?
    What if user opened several windows?

    Would it still ask user to complete the survey?

    In one of your videos I noticed that it's the source of your [minor] disagreements with Google — Google doesn't want to bother users too much with survey questions.

  12. 12

    This looks great. Thanks for providing this free tool! After implementing analytics I found that it doesn't really help that much to know what people intended to do or wanted to find.

    My only concern is the general dislike of popups but hopefully people will understand I'm doing it to improve their overall experience. I will be doing it for both my guitar lesson site and my IT consulting blog

  13. 13

    It looks good.

    If I want to use this on multiple sites, do I need to create separate accounts?

  14. 14
    Stacy Hyde says

    Avinash this is fantastic! Great work. I say this on behalf of all your readers that we appreciate all your efforts. You walk the talk.

    4Q is going up on our corporate site.


  15. 15
    Anthony says

    Thanks Avinash, perfect timing, I was just trying to find a small & free onsite survey provider to implement your 3 questions.

    Is anyone else a little concerned about the way in which the invitation takes over the whole browser window? Wouldn't a smaller window over the top of the page be a better idea?

    Don't mean to criticise – after all, this is free!

    Thanks again Avinash.


  16. 16

    Anthony : Aw come on, give us a break! Our baby is only a day old! :)

    On a serious note. . . .

    Good point on the invite Anthony (in addition to yours, I also have one other suggestion for improvement that I have sent to the team).

    I believe in putting things well built out there, learning, iterating and making things better with customer input.

    That is my hope with 4Q, that we are active listeners and your feedback will help make it perfect. In that sense you are a valuable part of the ecosystem, please keep all the feedback coming as it is deeply appreciated.

    John : Sadly you have to sign up for different accounts. I am sorry. This is one of the fixes the team will do, even I have five sites to sign up and don't want to have that many logins.

    It is one of the small compromises the team had to make.

    Will : This should present a dhtml layer to the visitors who land on your site and in as much won't be a pop-up. Then when they leave the site they'll be presented the survey.

    I am sorry it was not clear on the blog.

    Dennis : The survey will pop up when the Visitor closes all browser instances or leaves the website in all the instances. Ditto for tabs. I am getting the team to 1000% confirm this for me.

    The reference in the Authors@Google video about surveys was a question from the audience about using surveys on The purpose there is to get you off as fast as possible, hence the hesitation. But you'll find surveys on many Google sites, such as the AdWords help center.

    Kat : So sorry but no options to add any more questions.

    It was a tough choice to make but I personally wanted the survey hyper focussed and one of the trade offs was this one. There were alternative thoughts on this but I did not want more becuase of a bunch of philosophical questions. But this is a start and not then end. I am very open to learning.

    In your case you can segment by Primary Purpose and that could give you a feel for clients or company reps (assuming they don't use the site for the same purpose).

    As I had mentioned in the post, surveys are quite flexible and a great way to get much deeper into understanding the customer experience. There are great tools in the market that do that if your company has that need.

    Thanks everyone for the kindest of words, your support means the world to me. Thank you!


  17. 17

    I tried it on S.Hamel blog… loved it. very simple. very claver.
    How does this tool work with Google Analytics? would it be considered a bounce and re-entry? wouldnt it harm the data (referrals)? Should we use filters for that? can we have the GA tracking code on the 4Q pages?

    Thanks avinash,

  18. 18

    Clever. Not claver, of course!

  19. 19

    “Snort, snort, snort, snorty, snort."
    Best. Blog. Quote. Ever!

    Thanks for letting us know about the survey Avinash… This is a very exciting tool to have in our analytics toolbox (and the price couldn't be better). I look forward to trying it out!

  20. 20
    Tim Leighton-Boyce says

    Thank you so much for this. I'm a huge fan of surveys, like you, and I've been looking for a good , simple and cheap way of doing this. Normally the rule is "pick any two" of those requirements, but in this case I think you meet all three.

    I've got it running on a test site now and I'm keen to put it on something more serious. But I agree with others that the "yes/no" screen needs some tweaking. Maybe making just working on the text would do the trick, or perhaps some way whereby the real site could still be seen behind would be even better. With the full screen version I'm scared that people might bounce.

    It's clear to me that you've created something which really fills a need here. I'm really impressed. Thank you.

  21. 21

    Awesome stuff, I can't wait to try it out. Thank you for developing this useful survey.

    Are you interested in feedback once we implement it? Or are you set for commentary in that regard?

  22. 22
    Jon Whitehead says

    Excellent, and how generous to provide for free! will give it a test and let you know how it goes



  23. 23

    Thank you! This is awesome! Appreciate that it is free.


  24. 24

    Hi Avinash,

    This is a really great service at first glance. Thanks very much for this great tool which I can see great uses for. I will have it tested immediately on a number of our client sites and will pass on any feedback to help you and your partners improve your service.

    Great stuff thanks once again.

  25. 25

    Hi Avinash,

    A great tool which I am now testing out on one of our websites – Thank you!

    I was just wondering if there was any scope in the future to provide stats in the results interface on the number of times the survey has been served, number of people that click yes vs. no and the number of people who click yes but then opt not to fill in the survey at the end?

    Obviously we know the number of visitors to our website and the percentage being served then we could work out the number of people served the survey but I think it would be nice to have access to this data and more in the 4q results interface? Just an idea :-D. Of course if there are compelling privacy reasons to not doing this then it would be good to hear.

    Thanks again!


  26. 26
    Tim Leighton-Boyce says

    I've been looking at the results of my test now, and one thing which strikes me is that it would be useful to be able to export the free text comments.

    On all the surveys I've done up to this point, I've found the 'voice of the visitor' to be a most illuminating source of insight.

    In my experience it helps to import this data into a database so that I can quickly run through the comments tagging them as being about certain topics. The topics are a self-defined group which are established over the first few weeks.

    One benefit of this is that you can bring some numbers (and trends!) back into the reports. For example "why did comments about log-in issues started to go up on Tuesday and then back down on Friday?" We've discovered real show-stopping intermittent problems that way, which we might not have spotted otherwise.

    Or perhaps you could add some kind of function like that to the system itself?

    I recognise that certainly the second suggestion is probably way beyond the scope of this free product. Maybe features like that could become part of a paid-for version? You deserve to get some revenue out of this, after all.

    Thanks again.


  27. 27
    Andy Breeding says

    I've been waiting for something like this! Is it possible to control the frequency at which a survey is issued (say to every Nth user)?

  28. 28
    Andy Breeding says

    You may disregard the last question I just read the FAQ–and I see that the answer is YES!

  29. 29

    This is great Avinash! One question: is there a benchmark for how many survey responses it takes to be actionable? In other words, should we try to capture a certain amount (i.e. 1% of unique visits/month) before we have an acceptable sample size?


  30. 30

    Wowee…already getting super actionable feedback – right from the customers.

    This is kind of value that makes free the best price of all. Thanks for contributing way above the waterline Avinash.

  31. 31

    Hi Avinash,

    Thanks for creating this tool along with iPerceptions, we're already getting some interesting results.

    I much prefer the openness and transparent feel of the invitation taking up the whole browser, as compared with the other surveys I see which try and glide into view inconspicuously, but end up being much more invasive!

    It would be great to be able to customise the answers to the "what is the purpose behind your visit?" question, and to see what proportion of people who say they'll complete the survey actually don't.

    Additionally and much more generally, has there been any research done on whether you can expect the sort of people who agree to do a survey to be a representative sample of your user-base?

    Thanks again: it's great to be able to get such immediate, human feedback about a website!


  32. 32

    Thanks for the feedback everyone! One more round of answers. . . .

    Zvika : It should have no impact on Google Analytics, the page still loads and executes the GA code and yes or no on the survey invite has no issue. Remember the survey is just a dhtml layer on the page. So no need to use any filters etc.

    Tim : The feedback is welcome and great, the team is looking very carefully at the invite and expect improvements based on all customer feedback! On your second point, yes the team is working on a report that will show you Response Rate (both how many survey invitations were served and how many completed). Also the ability to export the data and open text will come down the road.

    Both of these were part of the plan but needed to stay back for launch. No plans for a paid version, this is and will remain free. It will be focussed and solve a important problem, more more robust / complicated / expansive / moon shattering versions are actually on the market already.

    Monica : We crave feedback (after all it would be odd to champion Voice of Customer and Customer Satisfaction and not be sold on it ourselves!!!). Please share your feedback, you can also email 4q at iperceptions dot com.

    Chris : On its way, soon. IMP: No personally identifiable information is captured by the survey. It is 100% anonymous. I wanted to stress that, and also of course hence no issues sharing the response rate.

    Typical response rate for a survey on the web is 1%. The response rate trends will allow you to see how you are doing.

    Luis : You have a slightly complex question, but a good one. Here is a table that answers the question, from our good friend Duff from iPerceptions:

    The following table should be referenced in regards to the satisfaction rating out of 100.

    Statistical significance is based on 3 variables, standard deviation, number of data points (respondents in this case), and confidence level.

    The iPerceptions 0-10 point scale provides an average STDDEV of ~2.0, with this assumption that following table shows confidence intervals that are significant 9 times out of 10 (90%) and 19 times out of 20 (95%).

    surveys statistically significance computations

    Here's the English:

    The table shows that the margin of error for survey results decreases as the respondent count increases. If you want a reasonable margin of error (say, +- 2%) at an acceptable confidence level (90%), then you need to collect about 300 respondents for a given period. A higher respondent count will yield a lower margin of error, but diminishing returns will set in at some point. You can still obtain good directional data, however, from less than 300 respondents.

    So it is important to know that you don't need to survey everyone to get good data. I also want to add that no matter how many responses you get remember that open text VOC is one of the keys here with 4Q, there every single response is important.

    Michael : I wish I could tell you how happy this makes me! Sweet redemption! :)

    Mike : Thanks for the feedback, much appreciated.

    The more customization the more there is complexity in the survey and backend etc and in turn cost. Hence I was trying to keep things simple. But I want this to be a true customer driven innovation and in as much I am very open, as is the team, to listening. We'll try to see if customization of the question framing can be made to work (I can see how across different cultures etc this could be a issue).

    Having done surveys now across atleast 100 different websites I am astonished at how representative survey respondents are, after all for example if everyone who hated you filled out a survey you would not get a score of 8 out of 10 for customer satisfaction.

    In terms of checking for survey bias:

    My read on any bias is to look at the Primary Purpose data and get a feel for the distribution (you can't be upsetting everyone, and one bucket typically won't dominate).

    I also look at trends over time, point reads are not good. Trends help negate any bias effects (so even if everyone who loves you or hates you takes the survey you want to look at the trend over time, and if it is improving or not).

    Finally I also correlate the survey data, atleast at simple high levels with my web analytics data (so are people really looking at more product pages or support pages etc etc, do they really hate the site but look the bounce rate is only 6%, or hmm these are the keywords driving people to my site and the intent behind those keywords ("avinash kaushik rocks") is reflected on the survey (high number of people choose primary purpose "download avinash's latest video because he rocks"). :)

    Oh and remember that perhaps the most core value of 4Q is your ability to tap into the VOC and there bias or no bias those are your customer's own words and every single one of those is of value! :)


  33. 33

    This is outstanding! Ive signed up and plan to place this on one of our clients ecommerce properties to kick the tires.Thanks.


  34. 34

    Outstanding job, Avinash. After digging through several survey responses a few thoughts occurred.
    It would be extremely helpful to segment responses by keyword search. Example: we set the survey to ONLY be shown when someone clicks on a specific Adword ad. The add itself is designed to draw in visitors who are late in the buying stage. Example, the ad shows "Buy XXXXX Now!" as the title followed by additional persuasive lines of text. The results were not as expected. We found that 65% of those who clicked on the ad were "looking for product information". Only 17% were actually visiting the site to buy.

    If this feature could be added I think it would add a tremedous amount of value to the service.

    Thanks again for sharing with the community. Greatly appreciated.

  35. 35
    Richard Hayes says

    Hi, the 'survey code' page does not display any code.

    Thanks, Richard

  36. 36

    Same problem – I got the email that said we were all set up and to sign back in to get the code, but the "survey code" page is not displaying anything at the bottom.

  37. 37

    Hi Avinash,

    Thank you for such a useful tool. I will definitely be using it at several projects I am working on right now. However, I noticed that the survey is for now only available in English. That's why I am offering to you my help to translate the whole survey to Spanish. It happens I am a native Spanish speaker, with strong Spanish writing skills and experience in translation and copy writing. Also as my career development is now closely related to the web analytics and web intelligence field, writing surveys is something I definitely enjoy . I will be glad to contribute to this great initiative of yours. Please let me know if you are interested

    Thank you again and all the best.

  38. 38

    Richard & Mike: We found a corner case where some people were not able to see the get survey code, we have fixed that now so all should be well. Could you please try again, it should be there now. Apologies for the inconvenience.

  39. 39
    Richard Hayes says

    Hi, thanks for this great bit of survey software. Would it be possible to have a popup on exit instead of on entrance? And therefore adding survey code to every page…

    Many thanks,

  40. 40

    Thanks Avanish! This is fantastic. I have a quick question about survey applications in general.

    What do you see are the advantages and disadvantages of "survey" type applications (like iPerceptions, ForeSee, etc.) compared to "feedback link" type applications (OpinionLab, etc.)? I've heard opinions on either side.

    … although I suppose it's better just to have something, anything qualitative, whether it's a survey or a feedback link. : )


  41. 41

    Shelby: Just wanted to jump in on this one. From my talks with clients who've used both Opinion Lab-type studies and iPerceptions solutions, they've outlined three main differences.

    1) Response rate: The more passive approach employed by the "feedback link" studies tend to yield lower (sometimes, sub 1%) response rates, because the call-to-action is often below the fold, sometimes even way down in the footer, where only the bold venture. Whereas, with our up-front solicitation, the mean response rate is the area of 6%-8%.

    2) Representative-ness of feedback: Because the "feedback link" studies are opt-in, they tend to attract a very polarized response set. People will seek out this link if they are very upset or it they are overflowing with goodwill and want to share it. A randomized invitation will capture a better cross-section of the online population.

    3) Page-level vs. site-level: Feedback link studies tend to provide very solid and actionable feedback on the content/functionality/usability of specific pages. This granularity is their big advantage. Conversely, survey-type studies capture the big picture: how is the site working as a cohesive unit to help visitors complete their tasks, to build brand affinity, and to drive successful outcomes.

    Sorry for the long-ish response. Hope this helps!



  42. 42

    Thanks for the response, Michael. That definitely helps.

    Is there a general threshold that you try to stay behind as far as survey length before you start finding data integrity issues? For instance, after *n* screens of questions, users tend to get bored with the questions and just put in any answer to get through it?

    Is there a general rule of thumb besides just *shorter is better?*

    I know this is a little off the topic of 4q, but I thought I'd ask.


  43. 43
    Richard Hayes says

    It would me good to have your company logo maintained in the uploaded format. It appears .png and .gif are converted to .jpeg which causes distortion – images with only a few colours are not suitable for .jpeg format.

    Many thanks, Richard

  44. 44

    Very very cool Avinash! The instant you put this up I switched over from SurveyMonkey on my blog :).

    The dashboard is great to read too – only request is a custom calendar control please! I'd love to be able to take the satisfaction score and dump it in here

    All the best,

  45. 45

    It'd be nice if they provided callbacks for

    – if they're redirected to the survey page
    – if they hit yet
    – if they hit no

    You could then do ga tie-in.

  46. 46


  47. 47

    Everyone: The forum is up! Please visit:

    It is the optimal way for you to get support, ask other questions, make suggestions and generally have a ball with the community. Please check it out.

    Even though it is just a week since launch we have already made some improvements!

    + The survey invite is slightly more eye pleasing.

    + We have added the ability to edit your account (so you can change most of the stuff now).

    + We are going to allow you to update/change your logo.

    + There is better reporting of open text VOC (the report shows you the segment you have selected, doh! :).

    More ability to edits are on their way, as are more languages (there has been a huge demand for this!), and we are looking to do more on the invite (this is my personal passion).

    All your suggestions are excellent, the team and I truly want this to be customer driven innovation so please keep it coming.

    This is a 100% free no strings attached, no bugging involved, faith based initiative. You can expect us to keep innovating at a nice clip, but we do request your patience. We'll balance our costs while delivering high value to you.

    BryGuy :I am glad you found the survey to be valuable. This is a great example of how your conversion might not be high and without the survey you might only be able to guess why people were not buying!

    Segmenting by keyword is more complex than might be apparent, it would need merging with your web analytics tool (itself a non trivial task). But it is something that is on my mind and perhaps in the future there might be a easy way to do that.

    Thanks so much for sharing the story with all of us!

    Shelby:I touched on Page and Site level surveys here:

    Eight Tips For Choosing An Online Survey Provider

    Part One, point number 3.

    Page level surveys solve for something Site level can't, so each has it own unique use. But one thing is for sure that they are not interchangeable.

    So call 'em, stress test them with questions I provide in the above post, then make up your mind. :)

    On your second point, survey length it really depends on the survey experience (survey presentation, actual look and feel, number of questions).

    If you do a pop up in the middle of the customer session with a long list of 30 questions you might as well kiss that customer good bye. But if you show the survey no exit, like 4Q, and have a more ajax driven experience, like 4q, (for example no need to click next, once you answer a question the next question automatically shows up) then you can actually show as many as 25 questions and get a very high response rate.

    Because the customer experience is good (both the invite and taking the survey itself).

    There is some drop off observed in studies after 25, though if you target the right audience (people love to talk!) then you can do up to 40, though between 25 and 40 we observe drop off.

    Is it not astonishing how patient people are when presented with the right experience? I was personally shocked! But after hundereds of these studies my initial doubts have been proven wrong (though I stay under 25 (!) and make it a pleasant experience, i.e. no questions puking).

    Mike: Duly noted.

    PS: I absolutely adore your dashboard! Excellent effort, very impressive!!

    Travis: By callback you mean how many people saw the survey and choose yes or no?

    If that is the case…

    We are planning to add a response rate report that will show you some of this data. It is already on the to do list so please hang in tight.

    Thanks everyone, and enjoy the ride!


  48. 48

    Great tool. We had been looking for such a tool for a little while now and this was just what we need at this point. It was easy and quick to set up and data that can be reviewed within hours. My question is (and perhaps I missed it somewhere) does the reporting provide data on the ratio of visitors who were offered to complete the survey vs. the number that actually completed the survey. I'm trying to gage how the request to complete the survey is being received. I'm a little worried about asking more people to fill it out if it appears that many of the visitors are not offering to complete the survey (perhaps because they are annoyed by it). I would like to ask more people to complete the survey, but not at the expense of hurting the user experience.

  49. 49

    Avinash – this is great – thank you! I have several clients in need of this kind of VOC application – can't wait to try it on my own site to see if it might work for them.


  50. 50

    Hey buddy,

    You continue to make this here e-world a better place. Good on ya.

    I'm all inspired to come up with something on my own now. Something original… or at least really easy to steal. Hahhaha…

    Good luck man.

  51. 51

    Very good post and very useful about what really matter's and again simple.

    Best Regards From Portugal

    Jorge Cunha

  52. 52

    Hi Avinash,
    Was wondering if you know what the impact of this survey is on organic ratings in the search engines. Since it is a DHTML it alters the text of the page (or is it a graphic?) which could impact this if the spider came when the survey goes on.

  53. 53

    Ron: The survey uses JavaScript to trigger the invitation and subsequent activity. Search bots / spiders don't execute JavaScript and hence there should be absolutely no impact of any sort on robots / organic rankings / that type of stuff.

    Judd: I think "web 2.0" for stealing is called borrowing! :) Borrow away!


  54. 54

    Hello Avinash,

    Too bad it is not currently available in french. I would be very interested in being able to translate it for you… Can you e-mail me if you are interested ?

    Thanks a lot Avinash


  55. 55

    Thank you so much Avinash and the iPerceptions team! I am pumped and I am enjoying 4Q's valuable feedback immensely. Here is an article I wrote for Search Engine Guide passing on my praise of 4Q to all who care read it: Free Survey Tool Fuels Marketing Insight – 4Q

  56. 56

    Very cool. Maybe I missed it, but, what triggers the survey on any particular page that it is installed on? Is there a website I could visit to see it in action? THanks.

  57. 57

    Hi Avinash,

    Always enjoy reading your posts, and learning new technologies, latest trends and more. Being that I work with OpinionLab, and have gone through some of the comments, I recognize the many positive attributes 4Q presents, in the VoC category that our organizations share, and yet I find it that it should not be a matter of choosing page specific versus site wide, as it would be equivalent to choosing a car radio over having speakers. Each suits its own purpose, reveals different metrics, and although both ask a user to provide insight, both are approached differently by the users.

    When I speak with prospective and current clients I recognize the placement and value thereof, having a page-specific, user-invoked (non-intrusive) capability to bring the "why" of analytics on to a page level site quality monitoring and feedback by a user to hone in on real-time issues pertaining to that specific page. (a frustrated user will lose respect for a credit card company when the link to receive a 0% credit card is not working, and unless there is a quick way to rush a red flag to that location, the next 1000 people may also walk away)
    Survey tools (such as 4Q) benefit analysts and marketers in capturing overall feeling of their experience, help determine WOM, or NPS and gain that high level overview of what their experience was upon finalizing the tasks on a site-wide level.

    The core differences between the two are:
    • Location of feedback source
    • Approach to requesting feedback
    • Metrics provided by the feedback given
    • Purpose and Action of feedback gathered
    • Project (Survey) versus Ongoing (OL)

    You and I both know, as users go through web pages in lighting speeds, capturing them on a problem page, or site wide market research is priceless but each (iP & OL) offers core benefits the other do not. I see marketers gather data via specific survey platforms and make business decisions based on the end results. I also see usability and customer insight making site management decisions in a quicker motion to ensure revenue is not lost from page specific feedback. Each alone is great, but having both is awesome.

    As much as I enjoy competition, I have to say that comparing the two for the same project means either we as organizations have failed to voice our core capabilities, or the marketers are unsure of what results they are exploring. In the end, I believe both applications can continue to grow some of the most customer-centric platforms in the world, and get customers from talking around you, to directly with you.

    …sorry for the long explanation, and hope you are doing well. Almost done reading your book…good stuff. Let me know if you have Q:

  58. 58

    has anyone compared iperceptions to using a tool like poll daddy (also free) to try to capture this information on exit? also, are there any free tools that enable the on-page type survey that opinion labs offers? thx

  59. 59

    Laurent : I always encourage folks not to mix "page level" surveys with "site level" surveys. The vendors try to say they are interchangeable but in reality they are not – each serves a very different purpose.

    In this post I had covered the differences:

    Eight Tips For Choosing An Online Survey Provider

    Part One, point number 3.

    In terms of free alternatives to paid page level surveys, please check out Kampyle:

    My friend Stephane seems to really like them!


  60. 60

    Thank you for 4Q. This is a real time-saver, and a great way to open up the conversation with the people who use your website!

    Is it possible to preview my survey before launching it? I was able to see it once, but there were a few display issues and I need to review/preview the survey at least another two times before it goes to launch.

    Thank you!

  61. 61

    We were going to implement this on both our English and Japanese websites, but unfortunately the Japanese text which appears is actually good enough for us to use. This is a real shame since I would like to be able to gather and compare data from both sites.

  62. 62


    The tool is wonderful! Simple, sharp and to the point. On another note, I realized that there was no way to implement it for my iWeb business site. Do you happen to know any web developers/programmers who have written a plugin to do so (perhaps using Automator)?

    Keep up the fine work,
    Sunny Lam || ||

  63. 63

    As a follow up to my previous post, the Japanese translations have been improved and we will be implementing it soon! Impressed with the speed of response!

  64. 64

    Whilst we love to implement useful and informative features to our website, we are mindful about not disrupting our existing set-up.

    We started with this questionnaire by setting a 25% exposure rate for a set number of hours to be able to monitor any possible changes to our stats. This has been done 2 times now with great feedback. However, we have noticed a decrease in our bounce rate during these periods by approximately 15%. It seems that when the questionnaire runs, the desired page is loaded in the background and then when the visitor clicks on the thickbox window to say yes or no to the survey, the page reloads.

    When I go to, this does not appear to have the same behaviour? Any ideas? (I have also sent this to iperceptions)

  65. 65

    Hi Tara,

    We've seen several instances of this before. One issue that can arise with the 4Q layered invitation pertains to websites running Flash content. Flash objects and DHTML elements (i.e. the survey invitation) are classified as windowed and windowless elements, respectively, and follow their own z-index ordering, with the windowed elements always on top. As such, if Flash content is loaded concurrently with our DHTML invitation, some wonky things start happening, as Flash objects get written on top of the DHTML elements.

    The simple workaround we came up with for 4Q is to temporarily hide the Flash objects on the page and then perform a page re-load after the invitation closes.

    I'm not sure if this is in fact your issue, but it is a plausible explanation for the deflation of your site bounce rate.

    Please don't hesitate to contact me directly if you would like to chat further. I'm at mwhitehouse @


  66. 66

    This is a great video!

    I was wondering if your survey every visitor to a site or what are the best practices?

  67. 67

    I would love to try this immediately but have been unable to get a response in order to activate..

  68. 68

    Hi Jim,

    This is Sarah-Jane, Community Manager at 4Q. Would you be able to send me the email address you used to sign up to 4Q and I'll check on the status of your account? Send it to 4Q at iperceptions dot com.

    Thanks Jim!

    Sarah-Jane Morris
    4Q Community Manager

  69. 69

    I have a new website and it is important to make it interactive with members and guests that visit. It sounds like you might be able to help me better understand people who stop by. An online community is an on going art. I look forward to learning more…

  70. 70


    thanks for a great app! I'm going to try it on my nutrition site, I've always wanted to know if people are there to buy or just to find information on sports nutrition :).

    Any chance of getting this in Finnish at some point? I mean come on, Swedish, Dutch, Norwegian, Danish… could we add Finnish to the list :)? I can help translate!

  71. 71

    I think if the content you offered is important or interested enough, people will be willing to spend time on the surveys that they have to answer ahead.

    For example, if you are offering online video clips people are keen to watch online or download, it will make better motivation.

  72. 72

    The post is very informative. Thanks a lot for sharing it online.
    Keep working!

  73. 73

    Great article. Thanks, Avinash.

    I would like to provide my customers with an incentive to take the survey. Is there a way to include text describing the incentive? Or maybe send out an email after the survey is complete?


  74. 74
    Irfan Malik says

    Its really really very cool stuff. I would try it.

  75. 75

    Hey, I was wondering if it is possible to translate this wonderfull survey :).

    Please check my post on your forums:

  76. 76
    Scott Lum says

    This looks very useful. Is there a way to display how many users chose to take the exit survey and how many did not?

  77. 77

    Seems like a powerful little tool to me. I'm in the midst of developing a website, and as a researcher, the whole idea of testing and analyzing your website using surveys and click analytics etcetera really appeals to me. However, what I have not seen so far is how to link the survey results to click rates. For instance, how many persons landing on your page from the keyword 'dog' are actually finding what they were looking for? Are there any tools available to link the survey outcomes to say, the google analytics results? I haven't seen this so far, but I'm really new to the field…

  78. 78

    Excellent read, I just passed this onto a colleague who was doing a little research on that. And he actually bought me lunch because I found it for him smile So let me rephrase that.

  79. 79

    We are trying to implement it our site (it's a really big one) but the architect says it's too dangerous to have a third party script downloaded in home page. What should I be able to say to our architect?


  80. 80
    Rohan Bhargava says

    Hello, This goes out to Avinash and others on this forum. I think implementing a survey is a great idea, but how do you get it from not being a little annoying. Ie, I exit from the site and now I have another window pop-up asking me for a survey.

    I am assuming thats what happens with an on-exit survey right?

    Would love to hear from anyone who has implemented this and would love to see this work in practice if there are any suggestions.

  81. 81

    Rohan: A pop-up window in the middle of someone's session with 37 questions is a horrible experience. If the choice is between presenting that horrendous survey and not presenting one… choose not doing it.

    Surveys have evolved magnificently over the last few years. They are unobtrusive (show up on the bottom right, in a small window), they show up when people leave the site, they show up with only two or three, and I can't stress this enough, relevant non-pimpy questions. All these things ensure that the customer has a good experience, and they are more likely to complete the survey and give us valuable feedback.

    I have outlined a set of survey tools that are free in the VOC part of this post: , I encourage you to review the, experiment with real world implementation and let that influence your decision (rather than an opinion that you, or I, might have).


    • 82


      Our site is both a marketing site and a login portal for our application site.

      Our customers return over and over, sometime several times a day to access our application.

      While I'd love to use this tool to gather the prospect experience information, I do not want to pester my clients with the survey invitation over and over again.

      Is there a solution you can suggest?



  82. 84

    Question – have you done any tests to see how 4Q affects the bounce rates of sites that use 4Q?

    I love the idea of 4Q but I worry that bounce rates may increase with its use – since the initial permission screen shows up upon entrance to the websites.

    Any insight would be greatly appreciated.

    • 85

      Josh: There are different ways to do the 4Q invitation, including one that comes up from the bottom right of the webpage. Check with the 4Q team for all the options.

      But regardless of that you can implement the survey on one page of your site and easily measure the impact of the bounce rate. Each site is unique, most of the time I don't see any impact on the bounce rate but you should check on your own site.


  83. 86


    Just read this great post as part of my Market Motive training.

    The software appears to be great (although the FREE offer is now 15 days only), do you know if in the future it will be possible to customise the 'Thank You' pages more?

    For example if you see patterns of behaviour in the text comments you can react accordingly:

    – eg, display a link to the appropriate page if people can't seem to find certain pages.
    – for out of stock items, capture an email address for when a product is back in stock (this might be better via a redirect to a full page better able to do this).
    – for products not sold on site – give link(s) to competitors, which can be affiliate links until sufficient demand entails that you sock this item also.
    – give a phone number, or request phone numbers for more direct customer communication.

    Perhaps this sort of functionality is already planned for future editions, or do you know of other survey providers who might already offer this?

    What do you think?



    • 87
      Anthony says

      I think you should see feedback surveys primarily as mechanisms to drive website improvement in order to reduce future website usability failures. For every 1 user that gives feedback there will be many more that don't give feedback. So the best approach is resolve the underlying issues on the website to benefit all users, not just the individual providing feedback.

      For the examples you give, improvements might be:
      – make the relevant link more prominent, test alternative navigation structures
      – create a website out of stock email capture system
      – test the conversion impact of affiliate links
      – make contact details more prominent.

      So you can see these are all opportunities for website improvement that would help *all* website users, not just those that complete the feedback survey.

      At my organization, we actually do follow-up on feedback survey responses when relevant, but the primary goal of website feedback surveys is always to identify improvement opportunities – and this long proven itself as a successful strategy to drive continuous website improvement.

      You may also want to check out alternative website survey tools, e.g. KissInsights, Kampyle. These can offer additional features for follow-up conversations with users who provide feedback.


  84. 88

    Oh my god, this is truly a wonderful piece of work, and confirms many long held suspicions of mine.

    I've never understood the needless complexity in a simple q&a that had become the norm in feedback survey and analysis.

  85. 89
    Emily Woods says

    Lovely article. Thanks for sharing your perspective.

    I have always been a big fan of online surveys and the results they yield. I have been using SoGoSurvey for customer feedback for a while now and highly recommend their online survey tool.

  86. 90
    Zakir Hosen says

    Survey is a great idea to get some undiscovered feedback if it can be done neutrally.

    Thanks for sharing your experience.

  87. 91

    I read this in Web Analytics 2.0 book from Avinash K. I checked 4Q and they are not free anymore as far as i can see. Can you recommend alternative for start ups? The cost is not low for me :-( i got couple hundred visitors a month and the price plans are not worth the value to me.

  88. 92

    Frantisek: I'm afraid there are few options for a few version now.

    But if you are a company Qualroo presents a good choice for the features it has and the pricing it provides.

    Another affordable option is the Google Consumer Surveys. The Website Satisfaction survey is free for default questions and 1¢ per complete for custom questions.


  89. 93
    Bill Mehan says

    I'm using the free version of 4Q from iPerceptions, so there is definitely a free plan… You can find it here:

    There is also no limitation as to the number of surveys you can collect which is nice for a free solution. They also added custom questions that you can add on top of 4Q which I am using to get feedback on my products.

    I am thinking of upgrading to PREMIUM to get the comment cards and mobile surveys, but will wait until I get more mobile traffic… Good solution overall, thanks Avinash!


  1. […] When dealing with online marketing metrics, I am a big fan of Avinash Kaushik. One of his brilliant simple insights is that most marketers need to supplement their website metrics with a simple survey asked to customer as they depart the website. […]

  2. […] I would recommend that you take a good look at Google’s policy and decide if it’s right for you. I would also suggest relying on a second source for analysis, if you can manage it, just in case Michael’s “Say it ain’t so, Joe,” scenario plays out. For instance, though it’s not the same type of tool as GA, you should take a look at Q4, a new qualitative survey tool from Avinash Kaushik and iPerceptions. Knowing why your customers choose to do what they do is often better than knowing what they do. […]

  3. […] 4Q – The Best Online Survey For A Website, Yours Free! […]

  4. […] 4Q – The Best Online Survey For A Website, Yours Free! (Avinash Kaushik) […]

  5. […] I sat down with Avinash (well, emailed, but you get the point) to talk about qualtitative analysis and how site owners can make the most of 4Q. We also talked a bit about the future of the tool and how it came to be. […]

  6. Short and free online website survey by Googles analytics evangelist…

    Avinash and Iperceptions have launched a new type of survey aimed at answering important questions efficiently. Did I mention that its free.
    A true permission based on-exit survey that provides an easy to deploy, easy to use and easier still to analyze…

  7. […]
    Avinash Kaushik blogs about 4Q, a new free online survey tool he has put together with iperceptions. The ‘best survey questions ever’, which 4Q uses, were the inspiration for the static (i.e. non popup) survey we have on the english pages of

    The video at his post gives a compelling argument of why the data this kind of survey produces – the voice of the customer- is so valuable for showing what people are actually trying to do on your website.

  8. […] – you might also be interested in this post by Avinash Kaushik, about 4Q, a new permission based on-exit survey that provides an easy to deploy framework to answer 4 questions that no website owner can live without. Readers of this article may find those questions somewhat familiar! […]

  9. […] 4Q – The Best Online Survey For A Website, Yours Free! | Occam's Razor by Avinash Kaushik (tags: analytics internet online research survey statistics webanalytics) […]

  10. […]
    The most recent entry into the field is by our friends at iPerceptions and Avinash Kaushik, widely known as “4Q”. The simple and free service works as a permission-based pop-up on your web site, prompting visitors to think about whether they are satisfied, their purpose for visiting, if their task was accomplished, and if they have other feedback to offer you. These really are the fundamentals, and it’s good to see such a clear distillation of what makes a web site visit successful, without oversimplification or sacrificing open-ended feedback.

    One goal of 4Q is to show the tremendous value potential in survey analysis of your web site visitors, and guide you into unlocking it further with the iPSI, the iPerceptions Satisfaction Index, where you can first ask more detailed custom questions, and also compare results against benchmarks for your industry.

  11. […]
    There are many, many survey tools available. My current favorite is a nifty and free little survey tool by 4Q.

    It is super easy to sign up for, simple to setup, and once you’ve personalized it all that is needed to implement it on your site is a small piece of code. I could go into greater detail, but why would I when there is an excellent (and entertaining) video about the power of using survey tools on your website here:

  12. […] A free tool to help you understand why visitors do what they do on your web site is 4Qsurveys. With this application you can study tasks. Did they complete them? Use this to get feedback. […]

  13. […]
    Finalmente, las encuestas online. En mi opinión, funcionan. Puede darnos miedo no llegar a tener una muestra representativa, pero a mi entender los comentarios de los clientes son impagables y y pueden ponernos sobre la pista de lo que necesitamos mejorar. Yo recomiendo una gratuita que desarrollaron IPerceptions y Avinash Kaushik llamada 4Q. Me gusta porque son pocas preguntas pero fundamentales que van más allá de que nos digan lo que les gusta y lo que no, ya que podremos recoger información sobre lo que les ha frustrado, lo que no han encontrado o sobre lo que les ha encantado y nos diferencia del resto.

  14. […]
    Tässä herra Kaushikin esitys asiasta – 4Q – The Best Online Survey For A Website, Yours Free!

    Mielestäni työkalu kuullostaa todella kätevältä, mutta saa nähdä, mitä kävijäni ovat mieltä. Laitan kyselyn näyttöfrekvenssin 90%-100% välille ja tarkkailen Analyticsin avulla miten kävijät reagoivat.

  15. Help Your Small Business Customers Feel Smart: Search Engine Strategies, NY says:

    A free tool to help you understand why visitors do what they do on your web site is 4Qsurveys. With this application you can study tasks. Did they complete them? Use this to get feedback.

  16. […] by Web analytics consultant Avinash Kaushik and implemented by iPerceptions, 4Q is a quick and simple survey, offered to visitors, with their […]

  17. […]
    If you were not able to complete your task today, why not?
    Primary Purpose. Task Completion Rate. Segments of Discontent .

    Some good stuff about doing an exit survey with for instance 4q can be found on

  18. […]
    Kort går metoden ut på att lägga ut tre frågor som besökarna får svara på:

    What is the purpose of your visit to our website today?
    Were you able to complete your task today?
    If you were not able to complete your task today, why not?
    Läs mer på Kaushik egna webbplats:

    Jag har inte testat metoden själv men tror att den fungerar utmärkt för löpande utvärdering och analys av en webbplats. För det är ju så med webbanalys. Det är något jag tycker man ska göra löpande som en del i förvaltningen, inte som enstaka nedslag då och då.

  19. […]
    7. Completion of Tasks
    This one falls outside Google Analytics but I still wanted to measure it as it can be a great way of getting quick feedback about your site. I'd recommend taking a look at 4Q survey for this one, they offer a free trial so you can give it a test drive and see what you think. Avinah wrote a pretty in depth review of it on his blog if you want to read a bit more into it.

  20. […]
    There are a multiplicity of tools and measurement strategies you can engage—and you should be using more than one. One of the easiest to implement and most powerful is the on-exit, in-line site survey. You don’t need to be an expert to build one—just review your site metrics, generate hypotheses, and then craft a short set of questions that will test your hypotheses. You can be up and running in hours and have more meaningful quantitative and qualitative feedback than you ever imagined.

  21. […]
    Antes de nada… ¿Qué es 4Q?
    4Q es un sistema de encuestas Onsite de 4 preguntas desarrollado por Iperceptions con la ayuda de Avinash Kaushik. Es freemium y se instala en apenas unos segundos.

  22. […]
    It’s important to constantly gather feedback from potential and current customers. There are good tools like User Testing that can provide visitor feedback. You may also want to try Avinash Kaushik’s survey questions and use a tool like KISSinsights. All of these can help gather feedback from users so you can understand how usable your site is. It’s not a onetime investment, but something that should be continuously monitored throughout the lifetime of your website.

  23. […]
    – Google has a new tool that easily lets you run consumer surveys.
    – If you have been building an email list you can incentivise them to give up some free information by giving away some goodies. For these kind of surveys you should segment by prospects and customers, keep them short and make sure the questions are focused.
    – You can run surveys on your website asking specific questions from users who visit your site. An example of one would be an exit survey for when users leave the site.

  24. […]
    One major part about these steps is finding out the desires of your users. I decided that I needed to look up some survey websites to use to find out detailed information about what my audience wanted.

  25. […]
    If you have been building an email list you can incentivise them to give up some free information by giving away some goodies. For these kind of surveys you should segment by prospects and customers, keep them short and make sure the questions are focused. You can run surveys on your website asking specific questions from users who visit your site. An example of one would be an exit survey for when users leave the site.

  26. […]
    Als je het conversiepercentage op je website wilt verbeteren is het zinvol om te achterhalen waarom klanten hun doel niet kunnen bereiken. Met conversieverbetering als uitgangspunt adviseren we de onderstaande vragen te stellen aan het einde van een bezoek. Deze vragen zijn mede-geformuleerd door Analytics Goeroe Avinash Kaushik en hebben zich bewezen als een zeer waardevolle methode om gebruikersfeedback over je website te verzamelen:

  27. […]
    Als je het conversiepercentage op je website wilt verbeteren is het zinvol om te achterhalen waarom klanten hun doel niet kunnen bereiken. Met conversieverbetering als uitgangspunt adviseren we de onderstaande vragen te stellen aan het einde van een bezoek. Deze vragen zijn mede-geformuleerd door Analytics Goeroe Avinash Kaushik en hebben zich bewezen als een zeer waardevolle methode om gebruikersfeedback over je website te verzamelen:

  28. […] te stellen aan het einde van een bezoek. Deze vragen zijn mede-geformuleerd door Analytics Goeroe Avinash Kaushik en hebben zich bewezen als een zeer waardevolle methode om gebruikersfeedback over je website te […]

  29. […]
    Les sondages sont un outil précieux pour les gestionnaires de sites Web qui cherchent à identifier clairement l’objectif des visiteurs. Les solutions de Web analytique peuvent certainement permettre de dégager ce que les gens font sur le site, mais peuvent difficilement nous éclairer sur l’objectif initial des visiteurs. Le sondage est l’une des meilleures façons d’obtenir cette information. « Sondage » est un mot qui peut faire peur, j’en conviens. En le voyant, on s’imagine probablement un questionnaire interminable de 30 questions qui terrorise les visiteurs. En fait, un court sondage de quelques questions peut nous donner amplement d’information sur l’objectif des visiteurs et leur appréciation du site Web. Avinash Kaushik, évangéliste bien connu de Google Analytics, nous propose d’ailleurs quatre questions très simples.

  30. […]
    Web analytics data is the cornerstone of digital marketing strategies, but it only tells half the story. Avinash Kaushik, digital marketing evangelist for Google and bestselling web analytics author, said that, “It [Web analytics] cannot, no matter how much you torture the data, tell you WHY something happened.” Without Voice of Customer data you can’t know why your conversion rate is only 1 percent or why 90 percent of visitors are bouncing from your site.

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