Kaufquelle: where do my customers come from? The survey after the order

The buyer knows their path better than the last click

Many purchase decisions do not start where the last click comes from. Someone sees an ad on Instagram, hears a recommendation weeks later and then looks for the shop in the search engine. A tool that counts only the last click credits the purchase to the search engine. The buyer usually knows what really brought them to your shop.

On top of that: many tracking tools work with cookies, many shops ask about them in the cookie banner, and part of the visitors decline. A question after the order needs no cookies and works with these buyers too. This is called first-hand attribution: the link to the marketing channel comes from the customer, not from an estimate.

Right after the order the question gets in the way least

The best time for the question is right after the order. The buyer has just bought, the decision is fresh, and a short question with one click no longer gets in the way. So with Kaufquelle a short, voluntary customer survey appears on the order confirmation page of JTL-Shop, for example “How did you hear about us?”, with answers such as search engine, recommendation, Instagram, “Don't remember” and “Other”.

The survey is voluntary; a note below the question says so. Buyers can close it or simply move on; then no answer is stored.

2 to 12 answers and a follow-up question

The answers should match your marketing channels: the channels you put money or time into, and those you want to know more about. Kaufquelle allows 2 to 12 answers. So that the first answer is not favoured, the plugin can show the answers in random order; answers such as “Don't remember” then always stay last.

With “Other”, buyers can type their own text, up to 200 characters. And after an answer of your choice a follow-up question can come, such as “What exactly?” after “Instagram”, with answers such as reels, story or influencer. The report then shows the channel and what works within it.

The survey appears in the order's language

If you sell in several languages, enter the question and the answers for every language of your shop. Buyers see the survey in the language of their order. If texts are missing for a language, the survey does not appear in it, and a note in the “Survey” tab names that language.

The report shows responses and revenue per channel

Kaufquelle stores every answer with the order value. In the “Report” tab you see, for a period of your choice, per answer the number of responses, the revenue, the average order value and the shares of responses and revenue, plus the response rate. You see the answers to the follow-up question and the texts for “Other” one by one, and you download both tables as CSV files.

How to turn these figures into decisions about your advertising budget is described in the article Revenue per marketing channel without tracking and cookies.

Setting it up takes three steps

After installing through “Plug-ins > My purchases” (see installing a JTL-Shop plugin), you enter the question and your answers in the “Survey” tab, for every language of your shop. If you like, you switch on “Other” with a text field and create a follow-up question. In the “Settings” tab you set “Survey active” to “Yes”. From the next order on the survey appears.

With the NOVA template or a child template of NOVA it appears above the “Continue shopping” button. For other templates there is the insertion method “CSS selector”; after the next order the “Survey” tab shows whether the selector found its element.

The answers stay in the shop's database

The survey sets no cookies, stores nothing in your buyers' browsers and calls no other server. The answers are in your shop's database; Kaufquelle sends no data to us or to third parties and asks for neither names nor e-mail addresses. More in the article privacy with shop plugins.

Frequently asked questions

Sources

• Help for Kaufquelle: switching the survey on, where the survey appears
• Kaufquelle: features and frequently asked questions