As digital marketers, we spend a lot of time digging through analytics. And if you’re anything like me, a good portion of that time is spent trying to better understand the customer, their intent, hang-ups on site, or if you’re offering them the right kind of content/product/experience. Of course, analytics can tell you a LOT, especially once you start learning how to die different data sources together to get a more holistic view of the customer.
The one thing they won’t tell you though, is exactly what the customer is thinking. Yes, you can extrapolate and build hypotheses and test for correlations, but in my view the one true way to find out what a customer is really thinking is to just ask them.
Yes, it is true that customers don’t always know what they want, but by asking questions you’ll at least find out what they think they want. And that’s pretty valuable, especially when it comes to determining how customers are making decisions in the conscious part of their brains. But to ask them questions, you need to actually get out there and ASK.
The simplest, and in my opinion, most effective of these is the basic anonymous poll. Put together a question or two and trigger it to display for the people you are trying to understand. Make it as easy to answer as possible, with a limited amount of answer fields so it’s easy for them to make a decision. I also recommend including a free text form for those who don’t fall into the specific categories. You’ll find that some people didn’t quite understand the response options and typed in a variant of one of the existing responses, and you’ll also find additional answers that you never even considered to begin with.
Most importantly though, try to make the answer options as unbiased as you can. Include options that you don’t want to hear (i.e. “I don’t trust your company” or “your prices are too high.”) Remember, the point of asking questions is to get as honest of feedback as you can so that you have actionable insights you can take back to your team to continue to iterate and improve.
A few tips:
- For online surveys, try surveymonkey.com – they have a great system that’s easy to set up, has great insight and analysis tools, and is cost-effective.
- You can also do surveys/polls directly on Facebook or Twitter, but remember that the only people who will be answering there are the users who actually use those services, which does lead to some potential bias.
- Use your surveys to build better surveys. As you do a few, you’ll start to understand better how to word questions and responses so they make sense to the customer (as well as avoid leading them to answer with the option you prefer).
- Your customer support can be a survey. Don’t be afraid to ask your support staff to ask customers questions. Just remember again that you will only be having responses from people who are contacting support, which is not indicative of your overall userbase (unless you have a really bad product and everyone calls support!). Also remember that people are less likely to give honest answers when they are talking to a real person than they are in an anonymous survey.
- Don’t survey too often. Like anything else that’s not key to the experience, the survey does get in the way of the customer’s goals. Be mindful of this and respect the user.
- A survey shows you care. Make it clear that you’re asking questions to make things get better. Customers do care that you care about them.
Have you had any positive or negative experiences with surveying? What other ways have you found effective to get direct customer feedback?