Four language versions live in record time
ARMEDANGELS rolled out four language-specific onsite surveys (DE, EN, FR, NL)—fully in their own look and feel, thanks to the precise customization options and custom CSS capability in PollHero. Instead of spending time on technical setup, the team could focus directly on question logic and targeting.
The technical implementation of the surveys was handled via the Direct Injection feature, which saved developer resources and drastically shortened go-live times.
Each language version ran with six core questions that combined open text fields, satisfaction ratings, and targeted multiple-choice selections.
Key findings—in brief
After just over 3,500 responses, a clear picture emerged:
- Aesthetics beats everything—the look and design of the product is the most important purchase criterion across all countries.
- Delivery time and payment methods are less purchase-critical than assumed—one in three people can easily do without particularly fast delivery, and when a preferred payment method is missing, most simply switch to an alternative without issue.
- Different countries, different priorities: DE prioritizes durability/quality, NL weights sustainability and emotional factors most strongly, FR places particular emphasis on precise size information, EN/FR struggle more with return effort when sizes are wrong.
- An interesting side finding on social desirability bias: In FR, over 50% selected sustainability as a multiple-choice criterion, but in open text only 9% mentioned it unprompted—a reminder of how important open questions are as a reality check alongside multiple-choice questions.
From these insights, concrete A/B test hypotheses for the conversion roadmap were directly derived—for example, differentiated communication of delivery times, more prominent size charts for FR/EN, or stronger community messaging for NL. That is why these insights translated directly into test ideas and potential CR levers, rather than ending up as just another slide deck.
The real win: 3,500 open-text responses analyzed without anyone having to read them individually
The part that created the greatest internal relief was the analysis. Open-text responses are normally the bottleneck of any survey—someone has to read them, categorize them, cluster them. With over 3,500 responses across four languages, that would traditionally have been days to weeks of work time that simply wasn’t available in the team.
With PollHero’s AI-powered theme clustering, all open-text responses were automatically analyzed—without manual evaluation effort and consistently across language boundaries. The team could invest the time saved directly into deriving actions, instead of tying it up in spreadsheets with open-text coding.
From “What” to “Where”: a second survey delivers the attribution data
Once it was clear what drives customers, the next question followed:
Through which channels do actual buyers come?
For this, ARMEDANGELS set up a post-purchase PollHero survey directly on the order confirmation page—with several questions, including as the first: “How did you hear about us?” (e.g., Instagram).
Thanks to the PollHero integration with KLAR (getklar.com), the attribution data collected this way was passed directly there to be displayed centrally and bundled with other data sources—instead of relying solely on the often inaccurate attribution reports from advertising platforms.
From individual surveys to a permanent feedback system
Independent of the previous surveys, ARMEDANGELS now also uses continuously running, embedded surveys at multiple points in the shop—for example, in accordions on the product detail page (fit, sizing, transparency, material) as well as in wishlist and filters. Unlike the language surveys, these are not time-limited studies but ongoing feedback on what information is still missing at exactly that point—in order to continuously improve individual elements in terms of content and functionality.
Result: High value with minimal internal effort
The combination of custom design without additional implementation effort, rapid rollout across four language markets, and automated open-text analysis ensured that what initially looked like a small onsite survey became a company-wide insight foundation—from C-level through marketing to development. Instead of investing work time in analysis, ARMEDANGELS could channel the freed-up capacity directly into deriving test ideas and adapting messaging and campaigns. With the now continuously running surveys, an additional lever is added to improve shop elements on an ongoing, data-driven basis.
