With Mayankho it becomes very easy to collect customer feedback data. The setup of an exit survey is done within a matter of minutes. After that it’s time to look at the data and monitor your customer responses. As part of the survey setup we send customer feedback data to web analytics tools like Google Analytics. Let’s look at the way you can easily pull customer data from your Google Analytics reports to gain actionable insights.
Setting up your survey to integrate with Google Analytics
During the setup of your exit survey in Mayankho, you need to make sure the settings in your Mayankho project are setup correctly:
- In step 1: Configure your project, choose a name for your project. This project name has multiple purposes. It will allow you to go back to Mayankho and find the setup of your project at a later time and it will also be used for web analytics purposes. The event category in Google Analytics will be the same as the projectname. This allows you to easily find the responses to your exit survey in Google Analytics.
- In step 1: Configure your project, you also need to select the way you wish to implement the Mayankho code on your website. If you select one of our tag management solutions, the tracking code of the tag management system will be used to send data to your web analytics solution, when you select “directly in the source code“, you will have to choose the web analytics solution you prefer to work with. We will select “Google Universal Analytics” for our example.
- In step 2: Add fields, you can add all the questions your survey should include. At the bottom of each question you setup, you need to select the option “use for analytics“. Once you have selected this option, the response of the question will be send to Google Universal Analytics when a visitors submit their response to you survey.
- Implement the survey code on your website and start collecting data from your survey.
Building exit survey dashboards in your Google Analytics account
Custom dashboards are a very powerful tool in Google Analytics to create specific views of the data you wish to focus on. No useless data will distract you from what’s really important.
“Pledge to shift away from a one-size-fits-all data puke, and use your web analytics tool to create a customized dashboard.” – Avinash Kaushik
Number of responses and other general survey metrics
For our customer feedback report we will be focussing specifically on customer feedback data collected with Mayankho. The dashboard we developed will include some valuable data:
- Number of opens of the popin
- Number of closes without response
- Number of responses to survey
- Number of survey responses over time
This data will give you a good understanding of the performance of the survey. Are we receiving sufficient responses from our customers to act on the data? Are there days of the week when we receive more responses than other days? Maybe this part of the dashboard will tell you to change the show rate of your survey to get more responses to your survey. You may also want to optimize the title of your survey, in case the response rate is not high enough.
Analyse responses on questions
This part of the dashboard will give you insight in the responses of your survey. Depending on the content of your survey, this is where you need to derive actionable insights from. It is also a great starting point for deeper analysis of behaviour, based on the responses of your website visitors. We’ll touch on that in other blogposts.
- Number of survey responses split by channel
- Top 10 answers to survey question #1
- Top 10 answers to survey question #2
Creating the custom dashboard
Many of you have setup several custom dashboards in Google Analytics. The one we developed is setup in the same manner as your others. If you don’t know how to setup a custom dashboard in Google Analytics from scratch, please check out this help article from Google.
Let’s walk through it step by step:
- Create a new dashboard and give it a descriptive name
- Create a widget with a metric. Set the metric to Unique events and filter based on the event category with the project name from your Mayankho setup. Also filter to only show the event action open. This will create a metric widget to share the number of opens of your exit survey
- Copy the previous widget and change the event action from open to close, to create a widget to show the number of closes without survey submissions.
- Create the next widget and set it up with a table. Select event label as the dimension and unique events as a metric. The filters should be set to only show event category with your project name from the Mayankho setup. Also specify the question from Mayankho you wish to show in your widget.
- Copy the previous widget and change the question to another question in your survey. This will show the responses of another question in your survey.
- event category: survey name
- event action: question name OR open / close
- event label: response to question OR the url where the popin was opened/ closes
You can build custom dashboards based on this logic. You can export these dashboards, send them to management via email or share them with others.
For those who don’t want to start from scratch, we have a template to share that you can can use. Make sure to change the filters in the widgets for the custom dashboard to work.