“Slowing watching you slip away
grasping sand running through my gripping fists
hearing the last breath of this life and feeling my world shatter around me
And then you were gone
My sweet love
My best friend
My beginning and end
Come back, come back to me
I beg you, please
Selfish as I am I want you here with me, please
Slipping through the night you went like sand through my fingers
Holding your hand and feeling you leave as you let go
Take me with you
How can I, without you?
The bed is empty without you
Your pillow smells of you
Please let me go with you
Please, don’t go without me
It was so fast
You are no more
My sweet friend
Beginning and end
tear soaked sand running through my fingers” (source)
This poem might relate a bit to the situation with cold website traffic coming to your website.
Okay, maybe the situation is not that dramatic as it is in this poem.
But do you feel a bit like that when it comes to your real estate website and cold traffic not sticking around?
It might run through your fingers like in the poem and never come back.
Actually, the average bounce rate according to gorocketfuel.com is 44 percent.
Meaning that 45 percent of your website visitors leave after a short period of time and never come back.
This means that a lot of your effort and money to get traffic to your real estate website may go down the drain.
This is where website exit surveys come in, which can help you lose less website visitors, reduce your bounce rate, save you time and money when it comes to cold traffic to your website, and help you generate more leads.
What is a Website Exit Survey?
When a visitor shows the intent and is about to leave your website, that’s when an exit survey is displayed.
It is usually triggered when the mouse cursor is moved upwards and towards their browser toolbar.
In most cases, this is the moment when a visitor is about to leave your website.
Right at that moment, it can ask your visitor for the reason they are leaving.
By collecting this information, you can find patterns and see what could be improved in different parts of your real estate business.
It can also be used to let them opt-in as a new lead.
Some Nice Use Cases and Questions to Use for Website Exit Surveys
Not relevant to real estate are shopping cart abandomnent exit surveys.
This exit survey is triggered when you just added a product to your shopping cart, are about to pay, and then leave the website.
Usual questions asked are:
- “What made you quit shopping?”
- “Why did you decide to stop shopping?”
- “What would make you finish shopping?”
- “What additional information do you need to complete your purchase?”
This one is triggered when a visitor comes to the pricing section of a website (often the case with software as a service websites or other fixed priced service websites).
This is could be also used for a real estate website that offers services at fixed rates with different pricing plans (e.g. architects, flat rate realtors, home decorators, appraisors, etc.)
Questions that could be asked are:
- “What is not clear about our pricing to you?”
- “Compared to other providers you may know, are our prices lower, higher, or about the same?”
- “How much would you be willing to pay for our basic service plan?”
You might have a specific goal that you want your website visitor to be able to accomplish on your real estate website.
Maybe you want motivated sellers to be convinced that you are the right investor to work with to get rid of their property, a buy and hold investor to be convinced to sell their rental income property to you, or a seller to feel confident about working with you as a realtor and sign a commission agreement.
In these cases, you can also use a website exit survey to ask if their goal was achieved.
Questions you could ask in this case include:
- “Did you find the information you needed?”
- “How difficult was it to find the information?”
Landing Page Survey
Let’s say you have a landing page where visitors can enter into your sales funnel to, for example, download a lead magnet that gives them an overview of lease options..
However, from your Google Analytics or a different analytics software, you can see that the bounce rate is still quite high.
This means that there is still quite an upward potential to increase your conversions.
By the way, in the beginning, this is quite normal for a single landing page.
Here, you could use a website exit survey to find out why people leave the landing page without leaving their contact details, signing up, or downloading the lead magnet.
Knowing that can shift the underperforming landing page in the right direction.
Without asking, you only can make assumptions, such as maybe there is not enough information, the copy is too short or too long, or the value proposition is not easy to understand.
Questions you could ask are:
- “Why didn’t you sign up?”
- “What was missing that prevented you from signing up?”
- “What could we do to improve your experience?”
Use Website Exit Surveys to Generate More Leads
You don’t only have to use exit surveys to help you improve your website conversion rates.
They are also quite effective at generating leads.
Let’s say you are a real estate investor publishing current deals that you have under contract on your website, and either a retail buyer or a potential co-investor are looking to do a deal with you or buy the contract.
If they don’t find what they are looking for, they usually leave.
In this case, you could have a website exit survey in place that offers several things that make them leave their contact information.
These are the questions you could ask:
- “Couldn’t find the right deal for you? We might have one for you that is not published here yet. Just leave your contact information and we will get back to you as soon as possible.”
Maybe a seller is interested in lease options. Then, you could use this question:
- “Don’t understand lease options yet and how you could sell your underwater property? Just leave your contact information for a short 15 minute consultation.”
Further questions you could use:
- “Do you need further information about our offer?”
- “Would you like us to contact you with a personalized offer?
What’s The Typical Response Rate of Website Exit Surveys?
You might have guessed already that this depends greatly on the copy you use in your website exit survey and how engaged the visitors are.
That’s why there is a large variety of response rates. According to the company Survicate, it’s between 5 and nearly 60 percent.
To them, shopping cart abandonment exit surveys usually have the highest response rates and goal completion surveys are the lowest.
Website Exit Survey Benefits, Pros and Cons
As with everything in life, there are never only pros and never only cons.
The same is true for website exit surveys. So, here, you will get some pros and cons. Let’s start with the good news first.
- Have usually high response rates, beating other types of website surveys
- The information you collect can reduce your bounce and exit rates
- Can improve your conversion rate drastically with the insights they can give you
- Can be perceived as annoying
- Since some visitors may use them as their shrink 2.0. to unload their frustrations, results can be biased. Unfortunately, these kind of people tend to be more motivated to participate in a survey.
- The trigger is not one hundred percent accurate, since it can also appear when the person just wanted to change a tab or click on another element on the upper menu
Website Exit Surveys’ Best Practices
Make It Short
To avoid too much friction, just ask one or two questions. Why should the visitors answer more questions when they wanted to leave in the first place?
Therefore, multiple choice questions are most suitable.
Let the participant know that the second question is also the last one.
That increases the likelihood that they will also answer the second question.
Adapt the Type of Question to the Page the Website Exit Survey Appears On
This just means that you shouldn‘t ask the same question such as “Why did you want to leave?” on all your pages.
If you do this, it will become a tracking nightmare and you won’t be able to analyse the data you collect well enough and reference it to a certain webpage.
Make it Kind of Pop
If you put the website exit survey just in the corner of your page, very few visitors will notice it at all.
So make it kind of pop.
You can have it fade in or slide in, have it appear in the center or use an overlay.
You might want to use also different colors than you usually use on your website.
Test Your Website Exit Survey
Almost nothing is more annoying than having prepared a nice exit survey, letting a week or more go by, and going to check if you collected some helpful information, and finding nothing.
You didn’t test if the data a user can enter even gets to your backend.
So better test if it is working well on all kind of devices before you go live with it.
Balance Closed and Open Questions
Even though I recommended keeping it short and using multiple choice questions, hence closed questions, this doesn’t mean that you should never use open questions.
The response rate will likely be lower, but you will give the visitor the opportunity to really communicate their perspective.
Because if you only use multiple choice questions, you basically only test your assumptions.
But you might have a dead spot, where the answer to an open question could shine some light on a user’s viewpoint and inspire you greatly.
The trick is that you can alternate between website exit surveys with closed and open questions, so you cover both.
And sometimes you could even use replies to open questions as testimonials later on.
Have A Mobile Friendly Exit Survey
This has partially been covered in the section about testing your survey and, in this day and age, it should be almost a given to also have a mobile-friendly exit survey for those working on mobile devices.
So, have a mobile friendly exit survey, because otherwise, you might lose about 50 percent of potential participants.
Do A God-Father Close With Them (An Offer They Can’t Refuse)
Similar to collecting leads with an exit survey where they can opt-in, you can kick it up a notch and make them, in this very moment, an offer they can’t refuse.
If you are a realtor and the page you are using the exit survey on is directed towards retail buyers, you could say something like : “Wow, not so fast! Before you go, let me make an offer you can’t refuse. If you work with us, we will cover your moving costs.”
Well, maybe this is a bad idea depending on the area or clients you are working with.
But, you will probably know better what kind of offer you clients are unlikely to refuse. I hope you get my point.
Have The Right Timing
The right timing when you display your exit survey will make or break the success with them.
The number of ways you can program the exit survey depends on the software or plugin you use on your website.
Most of them can be configured in a way that they are triggered once a visitor moves the mouse cursor to the top (where the page is usually closed).
Nobody wants to see a pop up right at the start of their visit.
Some plugins can be programmed with more intelligent triggers, so you can display the website exit survey after a certain number of visits, URL patterns, and other custom variables.
Which leads me to the last section of this article.
What tools, software and plugins are out there that you can use for website exit surveys?
6 Website Exit Survey Providers That You Can Start Using Today
There are several providers in the market that provide website exit surveys that you can integrate in your website.
So, without further ado, here they come:
They don’t only focus on website exit intent surveys, but offer a broad range of further marketing tools, plugins, and pop-ups to convert, engage and retain website visitors.
Their plugins integrate with a wide array of different content platforms, such as WordPress or Squarespace, and many more.
Pricing starts a $9 per month for the basic growth plan and gets to $49 per month for the unlimited plan.
You can check it out here.
Survicate also provides you with more functionality than just exit intent surveys.
They can provide you with general surveys and forms, net promoter score, feedback buttons, the exit surveys, mobile app surveys and a feedback hub, where you can collect feedback from chat, reviews, conversations, and more.
There basic plan starts at $0 with a max. of 100 responses per month up to $299 per month with 10,000 responses per month.
You can check it out here.
WisePops, as the name already indicates, focuses more on the pop-up functionality, but with intelligent and quite customizable display logic (you have many options, when and how the pop ups are displayed).
It integrates with WordPress, Shopify, Magento, Mailchimp, and WooCommerce. WordPress likely will be the most relevant to you as a real estate professional.
The basic plan starts at $49 per month and includes 100,000 pageviews and one website.
The pro plan starts at $99 per month, and includes 500,000 pageviews and 3 websites.
And the Expert plan starts at $199 per month and includes 5 websites and 1,500,000 pageviews.
You can check it out here.
4) Thrive Leads
Thrive Leads is part of Thrive Themes for WordPress Integration and offers not only exit intent surveys.
It has a wide variety of different wordpress solutions, including themes and further plugins to generate leads.
One of them is smart links and exit intents, which comes with Thrive Leads as only one function amongst many others, such as opt in forms, advanced A/B Testing, pre-designed templates, and analytics.
You could get Thrive Leads, all the other plugins, and wordpress themes as a Thrive member for $19 per month (paid annualy) or you can just get the Thrive Leads plugin for a one time price of $67 (license for one installation).
You can check it out here.
Informizely is an all-in-one survey platform offering you slide-in and pop-up surveys with advanced triggers and targeting options, like exit intent, page scroll, idle time and button click.
They have full page surveys and can integrate surveys in emails, web-apps, and landing page platforms, such as unbounce.
The Essential plan starts at $49 per month for one user and 500 survey responses and an enterprise plan you can get at $209 per month for 10 users and 10,000 responses and all features.
You can check it out here.
Poptin convinced me with its user-friendliness. Already, the company website is quite clearly structured and doesn’t have much clutter on it.
Their product basically offers three functionalities: popups, forms, and autoresponders (email).
The popups can be created by dragging and dropping, and different triggers can be programed to display the popup by exit intent (what you will need for a website exit survey), by traffic source, countries, specific dates and times, and by specific webpages or new or returning visitors.
To decrease the chances of appearing annoying with your popup, you can hide it to already converted visitors (leads).
They offer also A/B test functionality for the popups, analytics, many different design templates and plenty of integrations with email marketing providers and customer relationship management software.
The first plan you can get for free for one domain and 1000 visitors per month.
The basic plan for one domain is $19 per month, is unbranded and includes 10,000 visitors per month.
The pro plan has a price of $49 per month, includes 50,000 visitors, 4 domains, and 5000 autoresponders.
You can check it out here for free.
Website exit surveys are tools that shouldn’t be underestimated, since they can shine some valuable light on blind spots you might have regarding your potential customers.
And by using the information you get from these surveys, you can improve your offer or copy, and thus increase your conversion rates significantly.
By doing that your website visitors aren’t “grasping sand running through your gripping fists” anymore, as cited in the short poem at the beginning of this article.
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