Attribution surveys and the collection of zero party data are the future for brands serious about growth in a post iOS 14.5 world. That much is clear.
But what exactly are attribution surveys? What are they used for and how do they differ from HDYHAU or Post Purchase Surveys?
In this ultimate guide, we answer all the questions you may have surrounding attribution surveys. Check out the directory below to jump straight to a specific section:
- What is an attribution survey?
- Why implement one?
- Setting up your attribution survey
- Expected results
- Wrapping it up
What is an attribution survey?
An attribution survey is one specific kind of Post Purchase Survey whose sole focus is discovering where a customer heard about you from. Similar to how all Jacuzzis are hot tubs but not all hot tubs are Jacuzzis, all attribution surveys are Post Purchase Surveys, but not all Post Purchase Surveys are attribution surveys.
Simply put, an attribution survey helps you find out how a customer discovered your brand. It does this by asking a simple, "How did you hear about us?" (this is also known as a HDYHAU survey) question.
Below is an example of what an attribution survey looks like on the thank you page of a Shopify store:
Why implement one?
Just how every website should set up email marketing, upsells and product reviews - every website needs to have an attribution survey running.
Knowing where your customers are coming from is not a nice to have, it's a critical insight to allow you to scale profitably and grow sales.
The beauty is that you set up the survey once and it runs on autopilot. Quietly conducting market research without you having to lift a finger.
By having a simple, "where did you hear about us survey?" running in the background, you'll be able to determine whether or not you should keep spending in a specific channel.
Additionally, having an "Other" short answer response field in your survey allows you to discover channels you may not even know existed. Finding a new, underutilized channel where your customers are hanging out could be your unlock for massive growth.
Easy market research, no consulting firm required.
Lastly, as attribution surveys reach wide scale adoption, your competitors are almost guaranteed to be running them.
They'll be able to spend on ads more efficiently and discover unpriced channels for growth.
Implementing an attribution survey will allow you to stay ahead of the curve and your competition.
Setting up your attribution survey
Here's how you can set up your attribution survey and maintain an edge on your competition:
If you don't have a survey solution, check out our Easy Post Purchase Survey Shopify App and get started for free.
First click on "Add a new survey"
Next, click on "Single Response Survey"
Choose the "Marketing Attribution Survey" template
Add or remove options as needed
Click "Create New Survey"
And just like that, 5 clicks later, you have your attribution survey running!
Do customers actually submit attribution surveys?
The short answer is yes. A LOT of customers!
It's not uncommon to see response rates of over 50%+. You won't see those numbers in an emailed survey.
Think about the email numbers for a second.
20% email opens => 2% click rates => 50% answer rates = a VERY small number of responses.
Compare that to 50%+ on an attribution survey and the two aren't even in the same universe.
Wrapping it Up
Hopefully you now understand a little more about attribution surveys, what they're used for and why they're becoming so popular. This is a topic that is only going to become increasingly more important over time, so props to you for learning more about it and reading all the way through.
If you have any questions, feel free to leave a comment or contact me directly.
Also, if you need an attribution survey solution, check out our Shopify App, Easy Post Purchase Surveys.