Many brands install KnoCommerce to better understand customer acquisition and marketing attribution. Though many factors affect attribution and many tools are designed to measure it, no one tool effectively solves that problem on its own. That's why it is helpful to get that information directly from your customers to allow them to speak for themselves!
This help doc will lay out the basic features of our attribution survey template available for brands on the Basic plan and above.
Adding the Template
The easy answer for how to set up this attribution survey is to plug and play the survey template. Simply go to Data->Surveys in the dashboard, Create New Survey, select the Confirmation Screen survey delivery option, and give it a title.
Then choose an Audience if available to you on your plan (we recommend first-time customers for this survey), navigate to the Ask Questions section, select 'Start With A Template' and choose the Customer attribution (Basic Plan) survey by selecting Add Template.
Main Attribution Questions
Question 1: How did you first hear about us?
Customer attribution and purchase behavior is never simple. So the way that we ask questions to gain insights needs to intentionally reflect that complexity. Critical to understanding is differentiating between first-touch and last-touch. This question drives at the former. How the customer answers this question may or may not be the way they initially heard about your brand, but it most certainly is the way they REMEMBER learning about your brand. And in the attribution equation, how customers remember you is key. Add or subtract attribution channel options as needed, but there is already a strong set of options included within the template.
Question 2: And what brought you to our site today?
More commonly known as last-touch attribution, this question illuminates what moved the customer from just knowing about your brand to making the jump to purchasing products. Were they searching for something to meet a need in their life? Was it some sort of discount through a marketing campaign? Was it an ad they saw somewhere from a marketing campaign? Or did they just remember your brand and decide now was the time? What was it that finally pushed them over the edge to get on your site and make that purchase? Again, customize the response options to suit your specific brand, but there are several common options already included within the template.
Question 3: How long did you know about us before making your first purchase?
Is this person an impulse buyer? Do they take their time in researching and making their purchases? Most ad platforms also give a fairly short time frame in their reporting, so you may lose out on connecting marketing with purchases if it takes a customer several months to convert to purchasing (fairly common across KnoCommerce brand partners. Asking this question gives you a ton of powerful insight to determine what timelines work best within your attribution channels and how long you should expect for a marketing campaign to take effect. No need to change this question. It's ready to go out of the box.
Though not currently available (at the time of writing for this article), KnoCommerce does have a benchmarking feature on the roadmap for development and deployment. This feature only works if the three main questions remain largely untouched. Editing some of the response options or adding additional ones will not affect functionality, but major changes to questions and settings will make results unable to be compared to other brands' benchmarking results. Leaving the questions unchanged will allow you to compare your results to other brands within your industry and across industries, giving you insights into the performance of your marketing in comparison to others.
Oftentimes getting more information using follow-up questions is helpful or even crucial. Here are the questions that are set up on this attribution survey.
Knowing which influencers and/or podcasts are referring your product (either because they are paid partners/affiliates or because they organically recommend your products) can provide direction on who to establish, continue, or potentially end partnerships with. Finding what people are searching for can confirm what you're already seeing in GA, or it could find alternative search terms that would be helpful to include in Google Ad spend. These questions are set up to only display conditionally if the customer has selected one of these options in Question #1. No one else will see these.
Specific Ad Platforms
Following Question #2, this will determine which platform showed the ad that brought your customers to purchase on your site. Maybe ads on specific platforms are working to make customers aware of your brand, but ads on other sites are the ones that convert leads into paying customers. Combining this data with responses to your other questions will lead to significant, actionable insight your brand can leverage within its marketing channels.
Though you could spend a whole survey building out a robust understanding of your customer purchase motivation, throwing a question or two at the end of your attribution survey could be very insightful.
The question "Who is this purchase for?" (a template question in the question library) gives insight into whether the customer purchases for themselves or for others and on what occasions. You can shape Klaviyo flows to specifically target gift-givers or to target purchasers for themselves on products that have a re-order window.
And the question "Which of the following influenced your purchase today?" (also a template question in the question library) begins to provide insight on what features of your products (materials, product design, flavors, sustainability focus, non-profit partnerships, and many other benefits) are the highest motivators for your customers to purchase. This can shape the marketing copy and the structure of your campaigns in the future.
Lastly, we always recommend that you drive some type of customer behavior through an action at the end of your survey. In many instances, you can make this the survey confirmation screen instead of the default one. But whether you choose the social media action, the refer-a-friend action, the VIP list signup, or create your own with the blank HTML action, begin to push your customers to do something upon completion of their survey.