#7 - Listen To Your Customers More
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This is my series of 30 brief interactive marketing tips. I’m posting each business day at 8:30 a.m. EST. Catch them all by subscribing to my blog or bookmarking the site. All of the posts will be tagged “30 interactive marketing tips” and listed on this page.
#7 - Listen To Your Customers More
No matter how long you stare at your web analytics, sometimes you just can’t divine user intent, joys or pain points. Tools like user experience testing will give you qualitative data and multivariate testing will help drive action. Great online marketers complement all of these sources with regular customer feedback (voice of the customer).
Give people the opportunity to comment on their experience with your site. The most obvious way to do this is with a simple contact us page. If you list a phone number, make sure it’s unique to the site in order to be able to separate out internet users.
You can also reach out to your visitors. If you have an email list, that’s a natural audience for a survey (though, it’s a bit skewed since you already have a relationship with them). For the most basic option, SurveyMonkey is free.
There are any number of more advanced and powerful survey vendors on the market. ForeSee serves up customer satisfaction surveys based on the American Customer Satisfaction Index (ACSI). Opinion Lab lets you continually gather feedback down to the page level.
As with so many things, it’s best to start small, learn and then grow as your sophistication and questions become more complicated.
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hey Alex
Great Post, Indeed all the data that web analytics tools and other experiments (surveys, A/B & MV Tests) are a way of feedback from customers, and i firmly believe these feedback are the best source to optimize a site.
Cheers
Anil