Perhaps you’ve noticed a thread running through some of these Tactical Tuesday emails.
I recognize that this is basically inscrutable to you, lol.
To me, it has a structure (thanks, Obsidian!). One that encompasses the majority of my VoC (Voice of Customer) gathering process.
Like so.
When and how to talk to your customers:
- Set up 6-10 ~40-minute interviews with your customers
- Get 25-100 customer surveys, peppered with open-ended questions
- Set up an on-site pop-up to poll non-customer visitors
Talking to your customers (ideally your ideal customers) helps you capture and craft copy to attract more of the same.
But what about would-be-ideal-customers that didn’t make the leap?
That’s where the pop-up shines. (I use Hotjar, but there are many others.)
Set it to fire when a new visitor is about to leave (i.e. shows “exit intent” – usually moving the cursor up to the X or back button).
And say something like, “Before you go, could you answer a quick question/two quick questions?”
Then ask, “What were you hoping to do or find on our site today?” and/or “What would have made you choose us/our solution/{product name}/etc. today?”
This helps you see points of objection you’re not countering. Helps you understand where your offer isn’t landing.
(And you can change, or not, from there.)
Pop pop,
James
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