What is an exit feedback form?

Kees Wolters
Co-Founder and Managing Partner
Mopinion
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An exit feedback form is an online tool used to reveal why visitors are leaving a website, especially at crucial moments.

For example, when visitors abandon their activities in various ordering funnels or other conversion points on the website. This includes shopping cart abandonment, one of the most common among online visitors. Applying exit feedback forms in these locations on your website can help visitors reach their online goals (e.g. ordering products or getting online support).

How to trigger an exit feedback form

An exit feedback form can be triggered when the visitor’s cursor moves towards browser control features such as the “close” button or URL bar. In other words, when it looks like the visitor intends to leave the point of conversion. This could be, for example, when the visitor leaves the website entirely or leaves in the middle of the payment process and goes to another part of the website instead of completing the order. Should this happen and exit feedback forms have been applied to the page, a feedback form will appear asking the visitor a few questions about his/her experience on the website.

Mopinion: Devitt Exit Feedback Form

What are the benefits of using exit feedback forms?

There are a number of reasons as to why an exit feedback form can be advantageous to you and your digital team:

  • Conversion and retention rates: you can use the feedback obtained from these forms to optimise your funnels and generate new sales leads.
  • Request feedback on the spot: You can ask visitors questions on the spot, which will enable you to track down specific problems on various pages of your website.
  • High response rate: Unlike surveys that take a few minutes to fill in due to the long list of question, exit feedback forms are quick and easy for your visitors making it more likely for them to participate in your feedback request.

Taking action

Now that you understand the importance and advantages of exit feedback, it’s time to analyse and take action. As we’ve mentioned, there are several touchpoints along the online customer journey that serve as good moments to initiate exit feedback requests. Take this chance to capture new leads as well as build loyalty among your existing customers and give them a meaningful and pleasant customer experience.

Read more about the benefits of Mopinion’s Exit Feedback Solution here.

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