Customer satisfaction (CS) is not just a key but like a blockchain-protected passcode that will allow you to access success as long as you know how to use it.
Why User Feedback Should Be a Part of Your Marketing StackSeptember 4, 2018
Everything your company does is a form of marketing. From customer service to your product’s performance, all touchpoints with your company leave an imprint on the user. With such high stakes, it’s crucial to listen, gather user feedback and understand what will resonate positively with them. Here are three ways you can make use of user feedback and integrate it into your marketing strategy.
Defining Direct Load Attribution
Attribution is a key part of any marketing plan. It’s important to know which channels are effective and which to cut back on, especially when there’s a budget involved. But when it comes to direct loads—web traffic without the benefit of a tracking code or a specific source— marketers know that some of their efforts have likely contributed to that traffic. Where should we attribute a direct load user to the site? It’s a good idea to simply ask.
Qualaroo can help demystify the direct load population, solving a problem for most marketing teams. By using survey filters, you can exclude those visitors who came to your site by clicking on an ad or from other known sources with campaign parameters in the URL. This enables marketers to ask direct load visitors whether any other marketing efforts influenced their decision; asking “How did you hear about our company?” and offering options representative of your marketing efforts can do the trick.
Furthermore, you can segment users to receive your surveys based on geography, allowing for insights relative to specific locations. If, for example, you have a billboard up in certain cities or are focusing digital efforts in a particular country, you can segment out direct load visitors from those locations to ask if those efforts influenced them. This qualitative data provides context for your direct load traffic and allows for better attribution and more actionable insights.
Focusing on Product/Service Improvement
User feedback is key to driving improvements. Pay special attention to leads who never become customers and poll them. We take this advice to heart at Qualaroo. All prospects who “go dark” and fall out of the sales funnel receive personalized messages from our CEO asking why they ultimately chose not to join Qualaroo. Obviously, it would be nice to revive the prospect and turn them into a customer, but the goal of this inquiry is first and foremost to understand what is holding them back. This information enables the business to improve in a few ways:
- Optimize the messaging/website for particular buyer personas by serving them only the most up-to-date and relevant information.
- Understand and define the weaknesses a prospect perceives in the company. By getting user feedback, you can go beyond saying, “15% of users drop off after the second demo” and get to the why. You can state, “15% of users drop off after the second demo, and of that cohort, 60% said it was because they didn’t fully understand all of the features.”
- Continue to improve by learning what isn’t working and continually refining the user experience.
With any type of rebrand or new product rollout, it’s easy to get caught up in market research and competitor analysis. But one of your most important “data points” is user opinion. This is not to say that market research is obsolete. On the contrary, it yields very important information; however, that data should be validated by what the consumer actually wants.
This benefit is evidenced by e-commerce company Art.com, which applied user feedback to better position ArtView, their augmented reality gallery wall product, in the marketplace. Art.com knew that gallery walls were trending on Pinterest and had developed an application to facilitate the creation process for consumers. But until they got user feedback, they didn’t know exactly how to position the product in the marketplace. That user feedback informed messaging for ArtView to the press and consumers alike, as well as garnering mentions in industry publications such as TechCrunch. Read the case study to learn more about their process.
Combining market research and user feedback allows a company to see that magic overlap of market trends and what consumers actually want. Targeted messaging, positioning and a more personalized approach are all possible when you gather context for the overarching market research data.
Surveys allow marketing teams to make more informed decisions about messaging, define successes and weaknesses and create a more personalized experience for users. So, when in doubt, why not just ask? Gathering user feedback can assist with efforts across the entire marketing stack.
In-app feedback or users’ feedback is a prominent part of any app development process. As a developer, you get to know the flaws you have in your app, what users want, and what can be improved. Now, with the in-app feedback option, you give your app users the freedom of sharing their experience instantly.
The competition among online stores is colossal, so they have to fight for a place in the sun. Сreative solutions are essential here to increase customer engagement. You can constantly fill your site with new content and try different promotion formats. And this can have its effect, but it may not be sufficient for online stores and not persuade customers to purchase in your store. As opposed to classic content marketing, data-driven micro-content has performed well in recent years. It is an effective way to provide users with interesting and useful information, thereby increasing the value of an online store for customers.
In most cases, the ideal user journey and the actual user journey will differ, and getting users to follow through with the desired action will become almost impossible.
Measuring customer satisfaction is essential because happy and loyal customers are awesome assets for growing your business. Several ways exist to measure customer satisfaction and loyalty. One of the most trusted ways is calculating the widely prevalent benchmark figure: Net Promoter Score (NPS). It is highly regarded due to its simplicity, effectiveness, and ease-of-use.
The best way to ensure your survey feedback is legitimate and fits your purpose to the T is to make sure you survey the right candidates.
We are proud to announce that SoftwareSuggest, one of the largest independent software review platforms, has awarded Qualaroo as the ‘Best Value Software’ for Fall 2020.
Intuition can help in making business decisions but when it comes to understanding user behavior and conversions online, user experience research methodologies like A/B testing is what you go for. If you don’t test, you cannot know what is working and what isn’t for your users. And A/B testing helps you to determine that.
Qualaroo has been positioned as one of the best survey software companies of 2021 by the widely renowned SaaS review website, Digital.com!