Recommendations for getting people to give their postal code

20 Apr 2010 - 1:51pm
3 years ago
7 replies
902 reads
LFrancis
2009

I have a quiz where people fill out 15+ questions to find out what kind of traveller they are. My client would like to ask them for their postal code, so that they can ultimately send people information and offers that are customized to their traveller type and location. They would also like the postal code to validate the geo segmentation research about the traveller type differences by location.

Quiz respondents are not asked for their full mailing address. They have an option to opt in to receive further information by providing an eMail address.

Does this group have any suggestions/opinions/observations about how people react to being asked for a postal code in that context? There is a bit of a value proposition in that they would receive information highly relevant to them (as opposed to a lot of noise).

Do you think we should move the postal code request to be included (and associated to) the opt-in/email question. Relating it to more relevant information?

Any ideas how to respectfully approach this for the people taking the quiz in a way that maximizes the number of people who provide a valid postal code?

Thanks!

Linda

Comments

20 Apr 2010 - 3:07pm
FrankLicht
2010

Personally I haven't had any experience with setting up such a quiz. I have spoken to others who have sent out such quizes to get more information about their customers for mailing lists.

I (and the others with which I discussed this topic) think that if you present the quiz in such a way that the person filliing it in will benefit from it emidiately (for example with a personal offer based on the outcome), there is a bigger chance of people filling in their personal information. After all, they have seen what you can do for them and may want to get more of it.

I don't know exactly what the law states where you live but where I come from, people are obliged to opt-in to a mailinglist before a company can sent them emails. As long as you clearly state that people will receive personal offers based on the information they fill in, the number of people that fill in such information will be maximized. It's all about clear communication.

Once again, I haven't had any experience with it myself (yet) but this might just give you some ideas.

20 Apr 2010 - 4:46pm
LFrancis
2009

Thanks for taking the time to give me your thoughts. i appreciate it. We do have an opt in for receiving relevant information via eMail, but we are not asking them to opt in for postal mail offers. The postal code would help us to validate the quality of our geo segmentation assumptions with relevant offers offered via eMail.

Linda

20 Apr 2010 - 3:08pm
Dana Bell
2009

Hi Linda,

I think you actually have an opportunity here to customize your research by starting off the quiz by asking for the postal code. The quiz can then refresh and present questions that are relevant for that geography. The result being that your client already has geo specific information, and the user I think would feel that the quiz was more relevant to them.

I have seen many sites - in particular consumer goods that ask for a postal code straight off the top in order to show localized results and stores. I don't think there is anything wrong with that - unless a user is trying to find out information in a different area than where they are and does not know a postal code. In that case I think including a "don't have postal code" option button/link is needed.

Hope that helps.

Dana

 

20 Apr 2010 - 4:00pm
susandoran
2010

hi

<Linda>Do you think we should move the postal code request to be included (and associated to) the opt-in/email question. Relating it to more relevant information?

That's a solid approach. Wherever you end up prompting for zipcode, making it optional for user to do so seems key - rather than withholding further interaction unless they give it up :)   Would like to hear how you resolve this.

best
Susan


On Tue, Apr 20, 2010 at 4:47 PM, Dana Bell <danabell@gmail.com> wrote:

Hi Linda,

I think you actually have an opportunity here to customize your research by starting off the quiz by asking for the postal code. The quiz can then refresh and present questions that are relevant for that geography. The result being that your client already has geo specific information, and the user I think would feel that the quiz was more relevant to them.

I have seen many sites - in particular consumer goods that ask for a postal code straight off the top in order to show localized results and stores. I don't think there is anything wrong with that - unless a user is trying to find out information in a different area than where they are and does not know a postal code. In that case I think including a "don't have postal code" option button/link is needed.

Hope that helps.

Dana

 

(((
20 Apr 2010 - 4:41pm
LFrancis
2009

Susan,

Thanks for your thoughts. I will be happy to keep you posted what we decide. I agree about the mandatory piece. The thing I am struggling with is how easily a person could accept that information would be very much different based on their postal code, when the offers will all be for travel to another country. If the offers might be locally based, it would be a lot easier to present the value. The logic would be there.

Thanks again,

Linda

20 Apr 2010 - 5:50pm
susandoran
2010

Linda,

hmmm....might this might present an opportunity for the company to bundle offers and specials by geographic region, based on what you're gleaning through your survey (and otherwise) about city/regional preferences? --- so in cold grey February people in New England receive special deals on Costa del Sol art-lovers vacations and New Zealand eco-adventures? trusted advisor paradigm...functioning like the old school travel agent, but scaled large and providing tailored service simultaneously across geographies. So, not travel deals in your region, but travel deals anywhere in the world customized for you and people like you who live your region.

Susan

On Tue, Apr 20, 2010 at 6:32 PM, Linda Francis <LindaFrancis@telus.net> wrote:

Susan,

Thanks for your thoughts. I will be happy to keep you posted what we decide. I agree about the mandatory piece. The thing I am struggling with is how easily a person could accept that information would be very much different based on their postal code, when the offers will all be for travel to another country. If the offers might be locally based, it would be a lot easier to present the value. The logic would be there.

Thanks again,

Linda

20 Apr 2010 - 4:43pm
LFrancis
2009

Dana,

That's an interesting idea, thanks for replying. We thought about putting the eMail address up front too...the thing is we don't want people to not take the quiz because it seems like a grab for "personal" information. I would really love to be able to A/B test this so we could understand better from a good section of respondents.

Linda

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