Conversion Rate Funnel: Pageviews, Intercept or Study Views, and Responses

When you launch a study, the goal is always to get qualified participants to complete interviews, but your conversion rate can vary wildly based on your traffic, brand, incentive, and much more. The difference between page views, intercept views, and responses can also be a little confusing. Here is an outline of all three.

💡 Pro Tips on Conversion:

• Have an Awesome Brand - Disney and Reddit get higher conversion and view rates than the rest of us mere mortal brands. How is your brand affinity? It has a huge impact.
• No Targeting - If you're only showing the screener to a subset of total page views, this can drastically lower all of your rates.
• Big Incentives - Offer more money, and more people will respond. It's not always that simple, but it also is that simple.
• Keep Your Screener Short - Ask fewer questions, and more people will respond. This is pretty much always true.
• Use Relatable Language - If your language is scary, cold, or formal, fewer people will respond, depending on the context.

And Let's Define Those Terms:

Page View: Generated any time your server pings our server. Say you've placed your code on a page that gets 1,000 page views. Every single one of those asks Ethnio, "Hey, should we show the screener?" Because we set a cookie to make sure nobody sees a screener twice, the vast majority of those page views won't result in a screener being shown. That's because there are tons of reloads and return visits on any given page. You might also have the study turned all the way off, in which case page views will keep accruing, but no study views will appear. Read more about this.

Study Views (also called intercept, screener, or study link views): This refers to the landing page a participant sees, typically asking them to pick a time or answer screener questions. It may include some information about the study, and it can be a study landing page, an intercept, or any other place where your participants first interact with a study.

Responses: The number of potential participants who filled out a screener or study signup form. This doesn't mean completed responses, only that they interacted with your screener in some way.