I gave the restaurant some feedback, but they said it was hard to digest!
It doesn’t matter how great your product or service is - if your messaging is off and you’re speaking to your customers in a way that’s not addressing the real reasons why they’re visiting your website and purchasing your services, they won’t convert.
But how do you know what to write on your landing page, marketing email, brochure, advertisement, or anything else where your customers interact with your brand?
Great question. The answer is simple - just ask your customers.
Customer research, and more specifically surveying and interviewing your customers is the #1 way to not only learn about how to adapt and improve your messaging, but also your service. Today I’m going to show you exactly how to do that.
3 Proven Ways to Leverage Customer Feedback Into More Bookings and Sales 🚀
Here are a few simple ways to go out and get very real feedback from your customers to improve your messaging and subsequently your conversion rates.
- Send a one-question “post-purchase” / “post-signup” survey: As soon as someone buys your product or signs up to 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 chose 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 poppet 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 popup to appear in the bottom-right corner of your website and trigger 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.
Tweet of the Week 🐦
Whether we’re talking about customer service or not, you always treat your customers the way you treat your friends. Simply put - we’re all humans. And when you speak to your customers and keep their needs in mind when crafting your messaging, then writing high-converting messaging for your brand is as simply as talking to a friend.
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 is a pattern - an issue to be addressed.
