Analytics shows where people dropped off. These questions ask the people who clicked and left what they expected, what stopped them, and what they did next.
The ad promised a free guide. The page asked for a credit card.
An example of the line the Agent Results Brief leads with.Under every question is the follow-up Spoke asks when the first answer is vague. That second question is where the real answer usually is.
What did you expect to see when you clicked?
Which words in the ad gave you that idea?
How did the page compare with what the ad said?
Where did it first feel different?
What were you hoping to get done when you clicked?
What made that worth looking into that day?
What did you think we'd ask of you in return?
Where did that idea come from?
What stopped you from signing up?
What was on the screen at that moment?
Which words on the page made you hesitate?
What did you think those words meant?
What would have made it a yes?
Where on the page would you have needed to see that?
Who else would need to say yes?
What would they need to see before they'd agree?
What were you still unsure about when you left?
What would have answered it?
What did you do right after you left the page?
What are you using for that now?
Where else did you look?
What did that page show you first?
What would bring you back to the page?
What would you want to see first when you land?
What would you tell a friend who saw the same ad?
What would you tell them to check first?
Every person gets interviewed, not surveyed. Spoke asks, listens, and follows up on what that person actually said. Here's an example.
Read the answer, not the transcripts: themes ranked by how many people raised them, the quotes behind each, and the places where two groups disagree.
The campaign works; the landing page breaks the promise. Most people expected to see the guide immediately and met a payment form first. A smaller group did not trust the word free once a card was involved.
An example Agent Results Brief. The counts, themes and quotes are illustrative, not from a real survey.
People who leave a page rarely say why unprompted, and the first answer is often “just looking.” One follow-up is usually enough to find the line on the page that lost them. Examples, not real respondents.
Not price: one unclear word that made the cost impossible to estimate.
The visitor was sold. The page gave them nothing to hand to the person who signs off.
The ad found mobile users; the page spoke to someone else.
What do you want to learn, and who's answering?
Drafted the spec. Want me to ask what they did next, or keep it to the page itself?
Start with what they expected when they clicked and how the page compared with the ad. Then ask what stopped them and what they did next.
Anyone you can email or message can be interviewed: leads who signed up but didn't convert, ad respondents, people from a waitlist. Send one link, or email invitations with reminders.
Different. A recording shows what happened. An interview tells you what the person expected and why they left, and it follows up when the first answer is vague.
Yes. Ask which words made people hesitate, and the answer shows the phrases people quote back most.
Free to start. No card. Your first ten agent surveys are on us.
