When you’re optimizing a page, data is your bread and butter.
Tools like Google Analytics, heatmaps and form data give you mainly quantitative information.
Quantitative information is great for estimating the “where,” “what” and “how much,” but it doesn’t answer the “why.”
The “why” question is actually the most important marketing question because it helps you determine your value proposition offer and campaign focus.
The best source of qualitative information is your customers.
You can ask your grandma what she likes the most about the top-class running shoes you sell, but if she is not a client who’s willing to pay $400 for them, it won’t help much.
Your main source of information is your real customers, especially first-time buyers who have bought from you recently. These clients were converted by your current campaign and still remember why!
Interviews are by far the most effective form of learning from customers. However, they’re very time-consuming.
Surveys take second place for getting a feel of your clients, but obviously they don’t take as many resources.
The winning formula is usually some combination of surveys and interviewing.
As you communicate with your customers directly or through a survey, you have to ask the right questions.
These questions are about understanding who your clients are, what’s the common denominator between your top clients. The Pareto principle teaches that 20% of your clients generate 80% of your profit. Finding those ideal clients and targeting them is your key to success.
The most important information you need for conversion is why your customers need your product. What problem are they trying to solve? Will your product help their health or their self-esteem? Knowing what they care about can determine your campaign strategy.
How do they make purchases? What made them choose you rather than your competition? What factors influence their decision? The more you understand their shopping behavior, the more you can design a smooth funnel that will better convert prospects like them.
Identify their resistance and friction. What are their fears, doubts and worries when buying your product? If you understand their resistance, you can offer assurance. Testimonials and other trust methods might remove obstacles from the purchasing process.
Asking customers to take part in a survey is not to be taken lightly. A good survey should include many open questions. It will take at least 5 minutes to fill out.
You can’t expect your clients to do it with no reward.
It’s best to offer is something that has high value to your customer but costs you little, such as a free 1-month subscription to your service, or a $10 Starbucks or Amazon card (everyone will use them).
There many tools to help you conduct effective surveys.
You can’t put this info aside since this is a determining factor on what to focus on and emphasize in your campaign. Making use of survey tools is what puts you above your competition and gets you high conversion. Don’t neglect it.