Web Design

4Q is a free survey tool that gives you feedback direct from your website visitors.

Why did they come to your website (their intention) and how satisfied they are with their experience of your site?

When you came to the website today, you may have been presented with an invitation to participate in a 4Q survey after your visit.

4Q stands for “four questions” that will help you to better understand their user experience, and most importantly task completion: did the visitor manage to complete what they intended to do?  And as a result, how satisfied were they?

The four questions:

  1. On a scale of 0 to 10, how satisfied are you with my website?
  2. What is the purpose of your visit?
  3. Did you manage to achieve the purpose of the visit?
  4. What do you like the most about the website?

It is all about conversion based on the tasks your visitors want to complete, and how to improve your website for a better user experience.

Setting up the survey is simple, and it designed to work straight “out of the tin.”  You can change the wording of some of the 4 questions, and upload your company logo.  You then need to upload the tracking code to your website, in much the same way that you installed Google Analytics tracking code.

iPerceptions have shared the typical survey response rate as 2-4%, although my response rate is significantly lower.  As a result, small businesses might want to set the survey invitation rate (the proportion of visitors invited to take the survey) to 40% or even higher so that you get sufficient visitor data.

And the system uses cookies so that, in principle, a visitor should only get invited to participate in the survey once.

Looking at the Survey Results

The data is presented in your 4Q dashboard, and you can also download the findings straight into a spreadsheet.

Why are visitors coming to my website?

4Q purpose of visit

And what do they value most on the site?

4Q value most

4Q shares the daily overall satisfaction measures of all the companies using the service, so that you can benchmark your own satisfaction results:

4Q Global Response Rate

Great Ideas to Take Away From the Survey

The most valuable part of the 4Q process is discovering actionable ideas that your business can take away and work on.

For example, I discovered that a number visitors wanted to access the materials in the Client Area, but did not have a password to get in.  They took the time in the survey to write about their frustration.  I need make a way to provide delegates with a simple way to recover a lost password.

In terms of our course booking process, one visitor provided me with a detailed breakdown of how it didn’t work, and then asked me to give him a ring to discuss his requirements.  The survey provided another way for customers to get in touch with the business

And finally, I can see that that visitors value the free information, the impartial advice.


4Q is quick, it’s free, and it gathers valuable data for better understanding your visitors’ expectations of your website, and their experience engaging with your site.

Gathering the visitor data is only the start of the process;  the more difficult task is then making the changes to your website, and testing new assumptions for improving your visitor experience.

My main hesitation for recommending this service? I’m not keen on intrusive pop-up invitations, and have no way of knowing what the impact of that pop-up might be. Is there any chance a visitor would bounce as a result of the pop up?


2 responses to “4Q Review: Measuring visitors intention and satisfaction”

  1. Hi Susan that’s a great find. Thank you for sharing it. I’m checking out the website now. Great that it’s completely free! Thanks again!

  2. Dave Smith says:

    Hi Susan I coincidentally came across this only this week and added it to our site. (Maybe its the current hot thing!). Its already been invaluable, and although satisfying to see a high % of visitors rating their website experience with us highly, the few who haven’t have left really useful feedback on what we need to change. I too was concerned about scaring people away but looking at my google analytics there doesn’t seem any evidence of this. In fact, given the high number of respondents taking the survey, I do believe it is a positive message (we care about what you think) which would outweigh any negatives. The only thing I can’t work out is why iperceptions give it away and host it all for free, or is it just an exercise in getting their brand out there?

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