It doesn’t matter how good your product or service is iif your messaging doesn’t speak to why people are actually visiting your site, they won’t convert. When your words miss the mark, even the best offers fall flat.
So how do you know what to say on your website, emails, or ads? You ask the people who matter most: your customers.
Customer research, especially surveys and interviews, is the most effective way to refine your messaging, improve your service, and boost conversions. In this article, I’ll show you simple, practical ways to gather real feedback and use it to make your messaging work harder for you.
Send a one-question “post-purchase” / “post-signup” survey ✍️
As soon as someone buys your product or signs up for your survey, ask them, “What made you [signup] / [purchase your product name] today?”
Depending on whether you sell online or offline the implementation here will differ. If you’re a brick-and-mortar hairdresser, then simply ask new customers who come in for an appointment what made them choose your location.
For online sales, you can redirect users to a survey page after purchase/signup or automatically send them an email to ask. Review their responses and adjust your marketing, messaging, and offer accordingly.
Add a one-question popout survey to your website 📧
Using a free tool like Tally.so, you can easily add a simple pop-up survey asking your website visitors, “What brought you to our site today?”
In some instances, the answer is obvious - to purchase your service/product, but in many others, those customer responses will give you intricate insight into their state of mind and questions they may have at the moment they’re browsing your site.
Note: I recommend setting the pop-up to appear in the bottom-right corner of your website and triggering the display 7 seconds after your website visitor arrives on your site.
Send an in-depth customer feedback survey ✨
Although this one is admittedly more difficult and time-consuming to pull off as it demands more effort and attention from your customers, this is also where you’ll get the most feedback and value.
I recommend incentivizing customers to complete this survey with a discount on your service or a monetary offer like a gift card. There are plenty of questions you can ask, but generally, keep it to less than 10 and be sure to cover:
How did you find out about us?
What other services did you consider or try before selecting ours?
What made you want to purchase our service specifically?
Did anything nearly prevent you from signing up to our service?
Set up and install these customer feedback processes into your business and the amount of valuable insight you receive will help you to craft better messaging that speaks more intimately to your customers and converts them from visitors and fence-sitters into bookings and sales.
Link Love ❤️
Here are a few resources to deepen your understanding of influencer marketing:
👉 A list of excellent customer research questions to ask
👉 7 Strategies to collect customer feedback
👉 My favorite free form and survey building tool
👉 Grab your free 14-day trial of Book Like A Boss
That’s a wrap 👊
That’s it, you’ve now got the tools to collect and utilize customer feedback to vastly improve your service’s messaging, offer, and conversion rates.
So, what’s next? Well, you’ve got 3 surveys to set up, so start with that. Once you’ve got your feedback, review everything in detail, looking for patterns and repetition. That’s where your focus should be. One comment is an outlier, but 10 similar comments are a pattern - an issue to be addressed.
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