Once in a while, every company needs to take a closer look at the state of its marketing. Are you still sending the right message to your customer? Do you still target the same customers? And, in what way did these customers change? In this article, we’ll address a number of things every website owner needs to ask him or herself every now and then!
Do as Amy says
Recently, we visited Conversion Hotel, an excellent event about (yes) conversion. One of the speakers whose story we liked best, was Amy Harrison. Amy talked about conversion copywriting and stated that when you lose customer focus, you’ll end up writing product focused copy or just using best practices from your industry. That won’t make you stand out from your competitors, and even worse: it won’t let you connect to your customers.
Amy talked about distinguishing yourself from your competitors. Don’t use terms like ‘high quality’ or ‘easy to use’. Amy calls these ‘umbrella terms’, as everyone in the industry is using these and it really doesn’t say anything about the product. You should focus on the gap between what you know, what you say and what the customer thinks that it means. Close that gap. Write about that to sell your product.
Closing the gap to your customer
If you want to know what your customer is looking for in your product, there are a number of ways to find out. They all come down to one thing: ask them.
Especially when you have a larger user base, you can easily send out a survey every now and then. Literally ask the customer what could be improved, what they liked and, for instance, why a product did not meet their expectations.
One of the things we found, when asking our site review customers about expectations and ways to improve our product, is that many customers would really like regular guidance. Instead of just a one time report. After some thinking and shaping, that resulted in our new service: Yoast SEO Care. In Yoast SEO Care, we touch base with customers on a monthly or quarterly basis on what needs to be improved on their website to rank better or get more traffic.
For us, this is an ongoing process. Our products come with support, and our customers like to share their expectations and feature requests. Obviously, you could guide them in this by sending them a survey. That could be done every six months, or, for instance, six weeks after purchasing a product. It all depends on your need for input and the variety of customers you serve.
Questions on your site
Another way to get an idea of what your customers are looking for is, for instance, an exit-intent question. I deliberately say “question” (singular), as I wouldn’t bug the leaving visitor with a lengthy questionnaire. Just ask “did you find what you were looking for, and if not: what were you looking for?” or something similar. If you’re serious about UX, you know/use Hotjar. They actually have something similar baked in their product. The description says it all:
Ask your active users and customers WHAT made them choose you and WHAT made them nearly abandon your site. Discover WHO they really are and HOW to improve your site and Organization.
Note that Hotjar allows you to add a large survey, but why not limit that to one question, right? It’ll give you some nice, personal insights about what people are looking for on your website, just by asking!
Yoast: Github feature requests
Now if you are a software development agency like we are, working in an open source environment, you probably have your code on (some platform like) Github. On that platform, you collect possible bugs and patches. In addition, it provides an excellent platform to collect feature requests.
We encourage users to use Github and not just send us random tweets with feature requests :) Feature requests on Github equal surveys on your website in the way that these are all things your user wants or expects your product to do. Sometimes feature requests can be handled quickly, when a feature is already there but just not found by your customer. Sometimes they end up on a pile of user/installation specific feature requests – you can’t win ’em all. But if a feature is requested by enough users, you probably are inclined to add it as a future feature to your roadmap.
These feature requests not only show what customers want, they also teach you a lot about how they use your products. And that, in return, will tell you more about their personal motivation to use your product. Which you can use in your product descriptions and marketing. Circle closed.