How Shopify agency Electric Eye uses Zigpoll to find the checkout friction and pricing objections analytics can't see
Survey Types:
Thank-you page (post purchase) survey, email survey, exit intent
Survey Questions:
What motivated you to buy today? What almost stopped you? Did you run into
any issues during checkout?
Electric Eye is a Shopify agency that helps brands sell more through strategic design, development, and optimization. One of their core services is an optimization retainer for ecommerce brands, and Zigpoll is a fixed part of it.
We had the chance to chat with Dominika Czech, CRO Specialist at Electric Eye, about how the team uses Zigpoll across client engagements to:
- Run post-purchase, email, and exit-intent surveys from one platform instead of several disconnected tools
- Surface checkout friction that analytics only hints at and fix it within weeks of starting an engagement
- Rebuild homepage and product page messaging around the objections customers actually raise
"Heatmaps and GA4 show us what customers are doing, where they click, where they drop off, but they don't tell us why. Zigpoll surveys fill that gap."
Why Electric Eye adds Zigpoll to client stores
One platform for every survey type
Electric Eye's optimization retainer needs a range of surveys, and running them through separate apps would complicate both the client's tech stack and the agency's reporting:
"We needed a robust tool that let us launch all types of surveys, post-purchase, email, and exit-intent polls, without having to combine several disconnected tools.
Zigpoll lets us run everything in one platform, which matters a lot for our clients since it keeps their stack simple and keeps our reporting consolidated."
Live within a couple of days, tailored to each brand
The team doesn't run from a standard template. Every survey is written for the specific brand and product, based on what they need to learn for that client. Once the client approves the questions, the survey goes live the same day:
"We can get a survey live within a couple of days. Once we've prepared the survey, we send it to the client for approval, and as soon as it's approved, we can set it up and launch it the same day."
Starting every engagement with a thank-you page survey
In the first two weeks of a retainer, Electric Eye prioritizes two surveys: a thank-you page survey and an email survey. The goal is to understand what motivated customers to buy and what nearly stopped them, before optimizing anything:
"Our goal early on is to understand what's actually motivating customers to buy and what objections almost stopped them.
Getting those answers first lets us ask sharper, more targeted questions in later surveys, and gives us the data we need to find gaps in the site's copy and messaging."
Takeaway — a post-purchase survey in week one is the cheapest research a CRO engagement can do. The people who just bought are the ones who know exactly which objections had to be overcome.
Finding the checkout bug analytics couldn't explain
For one client, the thank-you page survey went live in the first week of the retainer. By the second week, customers were reporting errors when entering their shipping address at checkout:
"That feedback let us fix the issue right away. As a result, checkout abandonment dropped significantly.
It's a good example of how a post-purchase survey can surface friction that wouldn't show up in analytics alone: you see that people are dropping off, but the survey tells you why."
Takeaway — a drop-off in GA4 is a symptom. A single open-ended question on the order confirmation page turns it into a diagnosis you can act on the same week.
Solving a pricing objection with the customer's own words
Another client sold a premium-priced product, and survey responses made it clear the site wasn't justifying the price. Customers were directly asking why the product cost significantly more than competing alternatives.
Electric Eye rebuilt the messaging around what those responses revealed:
- Rewrote the homepage value proposition around the reasons customers gave for buying
- Added highlighted customer reviews on the product page that spoke directly to the top objections
- Tested several discount tier thresholds to address the price objection specifically
- Added a 30-day satisfaction guarantee alongside key USPs, including that the product lasts five times longer than typical alternatives
- Built a dedicated section explaining what set the product apart
"This is exactly why surveys are so important to optimization work: they uncover objections that brand owners are often either unaware of, or aware of but don't know how to address.
Zigpoll gave us a direct line to what was actually going on in customers' minds, and that made the difference between guessing at a fix and solving the real problem."
Where Zigpoll fits alongside heatmaps, user testing, and GA4
Electric Eye's retainer isn't only about UX changes that lift conversion rate. A large part of the work is getting the messaging right, and that's where the quantitative tools run out:
"We learn about customers' motivations, hesitations, anxieties, and pain points directly from them, then compare that against the current copy on the site.
That's how we know exactly what to add to a homepage or what's missing from a product page to actually move someone toward a purchase."
Zigpoll as a non-negotiable part of the pitch
Before a contract is signed, Electric Eye tells prospective clients that Zigpoll is part of how they work:
"It's a non-negotiable tool for us: it's how we ensure the work is actually successful, and it helps us align with the client on our process and approach from the very start."
What Electric Eye plans to do next
The team wants to go deeper on research, using segmentation to run issue-specific surveys at each stage of the customer journey:
- Product page surveys to measure how effectively each page is communicating value
- On-site surveys to see where customers struggle to find what they're looking for
- Post-purchase satisfaction surveys to understand how customers feel about the checkout experience itself
It's the natural progression for an agency that already starts every engagement by asking customers why. Once you know the objections, the next step is finding out exactly where on the site they show up.
