Perform voice of customer research in CRO

[CXL]

Optimize your content and improve digital experiences by listening to your customers through surveys, benchmarking, and user testing.

If you want to optimize your conversion rate, you’ll need solid data to work from. Understanding your audience’s perceptions, behaviors, motivations, and anxieties can help you to build a more welcoming, more persuasive website.

You can use different research methods depending on the information that you most need to know:

• Use surveys to learn who your audience is and create user personas.
• Use UX benchmarking to learn about audience perceptions.
• Use user testing and passive feedback to learn about user behavior.
• Use active surveys and polls to learn about user motivation and goals.
• Use intercept and thank you page polls to learn about fears, uncertainties, and doubts.

Steps

Create clear research goals that are specific, surgical, and directly related to business benefits.

Without goals, you risk drowning in data and making decisions that don’t lead to improvements.

Select the best fit mental models, research methods, tools, research questions, goals, and experiments for your voice of customer research.

Use voice of customer research principles

Improve CRO by better understanding the core mental models for conducting research, executing research tactics, and using data.

Pinpoint the type of personas that you need to answer your organization’s questions, and build them out.

Use personas in VoC research

Quickly align your company on who you're speaking to, who is using your product, and whose problems you're solving.

Perform user testing to gather data about perceptions of the user experience.

Use benchmarking to track UX perceptions

Serve customers better by understanding the current user experience.

Implement user surveys on your website to identify UX issues and points of friction.

Analyze user behavior and friction

Reduce friction in the buying process by learning how users are behaving on the website, including where they trip up or get confused.

Survey and poll existing customers about their behavior on your site and the motivations behind it.

Understand user motivations and goals

Increase conversion and retention by learning how your customers make decisions and differentiate between products.

Use narrow-focus user polls to discover concerns and anxieties that are blocking people from completing a desired action.

Analyze common user anxieties

Better understand the fears, uncertainties, and doubts that hold back your users from converting.

Code and categorize the data that you gathered and analyze to develop insights that you can use for testing.

Process VoC data for reliable insights

Transform data into information and knowledge.

Last edited by @hesh_fekry 2023-11-14T10:08:43Z