You may have the best content marketing plan in place but if you don’t know how your customer base feels about your product or service – your efforts won’t fetch you any results. While website and social media analytics might give you a fair idea about your customers, that data won’t necessarily tell you what makes your customers click.
This means you need to look beyond numbers and understand the behaviour of your customers. As cliche as it may sound, customer research on a personal level does help and in this case, will certainly give your content marketing a boost.
Yeah – why not? Creating a survey is not just about listing down a set of questions around the latest product or service. It is about using the right words to instigate customers to take part in your survey. Qualitative data depends on how relevant are the words used by you in the questions.
Here you go:
1. Don’t use negating adjectives
Use simple words in the question. “Which of these pictures is beautiful”? is easier to comprehend than “Which of these pictures is not unattractive”? Don’t confuse or irritate your customers. Surveys are supposed to be easy and engaging. Don’t disengage them by constructing difficult sentences.
2. Don’t ask two questions at once
What’s the hurry? Your customers won’t get off the page if you give them an opportunity to distinguish their opinions. What if they like the first part of the question and detest the other? You will not only lower their interest in the survey but also hamper your own analysis later.
3. Don’t give vague options
If you are giving options, avoid using phrases such as “I don’t know”, “Maybe” or “No Opinion”. Even if the customers want to give an opinion, they won’t be able to do so because you were lazy to give decent options. Do you really want your content marketing strategy to turn out to be so lousy?
4. Make the visitors think
Get inside their heads to see what they are really thinking. Personalize your approach to ask them questions. After all your content marketing strategy depends on it! How do you think you will come up with actionable data unless you have opinions and feedback to “read“?
On a scale of 1 to 5, how fast is our app to use?
On a scale of 1 to 5 how easy is our app is to use?
On a scale of 1 to 5 how much would you recommend our app to others?
Just FYI: On-page surveys are trending
Want to uncover your website visitor’s intentions, motivations and apprehensions? The truth is that even if customers don’t know what they want, they sure know what they “don’t” want or get frustrated with.
In the 90’s when Google was just another search engine and dial-up internet connection was huge, they knew that there was room for improvement as far as the page speed was concerned.
Today, it is one of the indicators used by Google’s algorithm to rank pages. Moreover, to fasten the entire web world, it even started to penalize slow websites in 2014 and launched Page Speed Online in Google Labs for all websites to measure their speed.
The interface changes were made to improve customer experience and increase conversion rates. Why do you think people don’t use any other engine? It’s all about keeping the customers happy with the help of an awesome content marketing strategy! Google does a pretty good job at that.
A powerful example
At the launch of their new product, Procore created a “New Product Development Survey”. This was undertaken to ensure that the efforts were put in the right place – fulfilling customer requirements.
The Survey asked two questions to the website visitors. One was to identify the most widely-used construction accounting package by the visitors. The second question prompted the sample to write a one-line answer.
Over to you
Facebook made the mistake of asking such mundane questions on its app service once.
Yes, big companies too often forget that this is not how they can tap into the “mind palace” of their customers. Therefore, don’t focus on a platform that’s robotic and lacks sentiments.
The best way to gather qualitative data is by posing open questions and then spending time quantifying it.
The world has digitized to such an extent that it becomes difficult to even think on such a personal level. But where there are humans, emotions and needs can’t be overlooked. After all, they are the ones who raise a demand for a particular product or service.
Change your strategy as far as collection and analysis of customer/user/visitor information is concerned. Their experience with you online will automatically improve and lead to better conversion rates.