You might have built up a healthy list of customers or you may be you have a growing list of email subscribers that are yet to convert to paying customer. So what types of questions should you be putting to these groups to help increase conversions?
“We have two ears and one mouth so we can listen twice as much as you speak”. This quote from Stoic philosopher Epictetus has always stuck with me. It is a powerful reminder for the need to listen to what our customers want. Rather than just assuming we know the answers and telling them what they want we should instead ask questions and listen to their responses.
Using online surveys to collect this type of data from your customers and prospects is a useful way of finding the insights that will help you increase conversions. Keep reading to see how asking the right types of survey questions can make all the difference.
Have a clear goal in mind for your survey.
By having a defined outcome for your survey you will be able to build your survey questions around that outcome. For example you might be looking to increase conversions from your email subscribers to paying customers by 5%. In this scenario you have defined a clear goal and could build your questions around the user experience, how users found your homepage and what they hoped to gain by visiting your page.
Another scenario could be that you are considering a product launch. In this case your goal might be to find 10% of your existing customers to buy your new product. You need to build your questions around that goal by asking how customers would feel about the product relevance and pricing. You can find some more in-depth explanations of question types and question phrasing at mktresearch.org.
Use segmentation to ask the right questions to the right people.
Hopefully you’re already using segmentation to build your customer profiles and segment your email marketing. By identifying your segments you can send more targeted surveys to each group of people. For example the most easily defined segments you might survey would be existing customers and potential customers.
Some examples of the types of surveys and questions you might create for your segments are:
- Survey existing customers to find out what their level of satisfaction is with your product, service or support.
- Ask customers what other types of products they might like to see
- Survey prospects who abandon a sign-up page or unsubscribe from your newsletter to uncover their reasons for not making the step to paying customer.
- Ask prospects what other competing products they might be considering
Look for significant trends in your data.
When you collect your survey data by using high response rate strategies you need to analyze that data. DataCracker is an easy way to discover powerful insights from your data. You can quickly measure the statistical significance of the key indicators that form the outcome you set out to achieve.
For example you can create charts that show significant trends like how your email subscribers were referred to you. What were their impressions of your features and pricing? What was their objective for subscribing to your email list? You now have some powerful insights that can be easily shared and displayed via online dashboards with your key stakeholders.
Once you’ve collected your data and uncovered your insights the most important step is still to come. What are you going to do with your data discoveries? You took the time to craft goal-driven surveys and to listen to what your customers had to say. Now the real magic happens when you get to experiment with your discoveries and measure the impact on your conversions. You might discover your customer support sucks. Or you could realise people want a higher priced, premium version of what you offer.
Go make it happen. Survey your customers and prospects. Analyze your data. Implement the findings. Measure the impact on your conversions.