We all know that web analytics is a powerful tool for click stream analysis, but as many marketing analyst would agree, contextual insight is very hard to achieve without the qualitative data behind the click stream.  It’s interesting to see where your visitors are coming from and the percentage that stayed or left, but wouldn’t it be great to understand why they came or why they left? The answers to “WHY” have long been the Holy Grail for marketers, and the most practical way to get a sense of it is through personal interviews and surveys.  Similar to traditional media, gaining qualitative insights about online activity can be just as costly and challenging.  However, with the generosity of the brilliant analytics guru, Avinash Kaushik, and a customer satisfaction solution company called iPerceptions you can start measuring qualitative data with their free survey software call 4Q.

4Q is a very simplified, but the selections of questions that are available really get to the heart of what you’re seeking from your visitors *Intent*. The free survey software contains 3 multiple questions aimed at helping you understand the purpose of the visit and 1 open-ended question that allow the visitor to reveal the reason to their satisfaction or dissatisfaction.

I highly recommend giving 4Q a try! You’ll be surprised to see how many people respond and how candid their response could be.  Without a doubt, surveys are a great way to gain ideas from your visitors and using that to improve your website. Plus, it’s rare to come across a good and free survey software so it doesn’t hurt to give it a try.