The Purpose of Visit (PoV) question is a great way to identify and profile the customers visiting your website. However, determining which choices to include in your PoV question may take some trial and error.
If one of your current choices is less than 3-4%, consider modifying or replacing it. For hints on how to modify it or what to replace it with, download your datafile and review the answers to your ‘Other, please specify’ choice. Consider those answers that keep getting repeated, but end up “lost” in the aggregation of the ‘Other, please specify’ choice.
It may also make sense to get more granular on broader groupings or to combine smaller groupings into larger ones. For example, if one of your choices is ‘Learn about products and services’ and represents 60% of your traffic, it might make sense to break it into two groupings: ‘Learn about products’ and ‘Learn about services’. Conversely, if ‘Sign up for the weekly newsletter’ and ‘Sign up for the monthly newsletter’ are both at 1-2%, perhaps rolling them up into ‘Sign up for a newsletter’ is the best option.