Tools for User Feedback & Getting to Know Your Audience
One great way to get to know your audience through qualitative data is a survey. Online surveys can go from simple multiple choice or yes/no answers to short or long form formats. Surveys are a good choice when you’re looking for in-depth explanations, to really let your audience express themselves and show you what’s on their mind. It may take longer to analyze and synthesize than a simple NPS or heat map (more on that below), but you’re sure to get richer, more sophisticated data.
UNICEF France, for example, implemented an online survey to ask their visitors what they thought of their existing website; where did they go, what did they think was missing, what did they like, etc. The digital team then used this precious feedback to inform their website redesign efforts, to help create a site that would increase conversions, i.e. donations.
Sometimes, businesses are interested in a more focused type of survey designed specifically to reflect customers’ satisfaction with a brand. These surveys lead the respondent to give the company a ‘Net Promoter Score,’ typically referred to as an NPS.
The classic NPS survey template asks website visitors, ‘On a scale of zero to 10, with 10 being highest, what’s the likelihood that you would recommend us (our company) to a friend or colleague?’ Those who choose 9 or 10 are deemed ‘promoters’ of the brand, those who score 7 or 8 are ‘passive’ when it comes to the brand, and anyone below a 7 is considered to be a detractor – someone who is not too happy with their customer experience.
The final Net Promoter Score is calculated by subtracting the percentage of detractors from the percentage of promoters. This metric gives companies a barometer with which to measure progress or slippage in terms of customer satisfaction. Brands can personalize the NPS survey to suit their needs, (often by asking respondents why they chose the score they did), but the advantages stay the same: a quick and easy, measurable poll that allows you to ‘take the temperature’ of your website audience.
In the context of CRO, companies can gear questions in the NPS survey to conversion related issues: How easy do you find our site to navigate? Have you ever used one of our promo codes? Why did you choose this score?
Client Feedback Events
If you’re willing to invest the resources into making it happen, and you want to go to the next level in terms of the richness of the user feedback collected, you can always organize a client event dedicated to doing just that.
We did it at AB Tasty with our ‘VIP Days.’ Essentially, we chose a handful of strategic clients from a representative variety of verticals to join us and share their experience with our product. We kept the event focused by breaking up attendees into groups and organizing workshops and one-to-one interviews, lead by our Customer Success team. We hosted it in the morning and provided a nice breakfast and networking opportunities for attendees, in the hopes of decreasing no-show and making the idea of the event more alluring.
Not only do these kinds of events help strengthen client loyalty (and maybe even facilitate upsell and cross-sell), they are the source of some of the richest, most detailed and relevant user feedback about your site or product. Insights gathered at these kinds of events can be used to help develop a product roadmap, but also address all sorts of CRO issues.
Depending on your offer, needs and resources, organizing some type of user feedback focused event – even a virtual one, such as a webinar – could be a great way to hit two, or even three or four, birds with one stone.
A snapshot of the AB Tasty VIP Day. Keeping the event focused on the goal – collecting relevant user feedback – is crucial, and setting up structured workshops can help immensely with this.