How to grow your business through customer feedback
There’s nothing quite as valuable to a marketing team as customer feedback. When you can dive in and hear what long-time fans and new visitors alike think of your products, services, and website, you can make smarter decisions that lead to more engagement and conversions.
But putting good customer feedback to use is a challenge for some business owners. It’s not always easy to figure out where you should use this information, and furthermore, how to leverage this feedback for consistent growth.
If you’re in this position, don’t worry. Today, our goal is to show you several smart ways to grow your company by implementing customer feedback.
Let’s get started!
Improve CX
First, let’s talk about how to use feedback to improve the experiences customers have on your website. When someone visits your online store for the first time, they should have quick and easy access to everything your brand offers, including the company blog, product catalog, customer support channels.
The culmination and optimization of these elements and your website’s design make up the foundation of a solid customer experience (CX). Simply put, CX summarizes the perceived experience a user has when browsing a website. A good CX means users will spend more time on your site, which translates to more sales and a longer dwell time.
We suggest reviewing the feedback provided to your support team and on-site forms to find ways to improve your store’s look and feel. For instance, if you see feedback from many users saying that the payment process took too long, it may be time to work on the design of your checkout page.
When focusing on CX, remember that small, gradual changes are essential. If you can tune the way people engage with your site by reviewing feedback, you can ensure consistent growth.
Enhance Sales Pages
Most online businesses have sales pages that they use to promote their products and services. Explaining your brand’s benefits and showing pictures or videos is an excellent way to make an excellent first impression with new visitors. But it’s far from the only viable strategy.
You can enhance your sales page by including positive customer feedback. So, if someone bought a product from your store, and boasted about it online, don’t be afraid to ask if you can feature a piece of their review on your website.
Similarly, you can pull company or product reviews from your website and use these opinions to generate more sales. Research shows that a single good review can boost your conversions by 10%!
Imagine creating a landing page that’s full of helpful information and real feedback from your audience. It’s not hard to see why this tactic helps businesses grow. Sharing relevant reviews helps frame your product or service in a way that makes sense for consumers. You’ll find that new users are far more likely to sign up for your email list or outright buy something if you feature testimonials on this critical portion of your website.
Build a Personalization Strategy
The next topic we will discuss is marketing personalization. Essentially, this strategy involves getting to know your market segments through feedback, on-site behavior, and social media engagement.
Personal offers and content mean you’ll have a better chance of connecting with your audience. A sporting goods store would likely improve conversions if they segmented their visitors by the type of sports they enjoy. Sending out offers on football gear to people who are actually interested in the sport will result in more engagement and sales.
There are plenty of ways you can personalize your strategy using customer feedback. For instance, when users subscribe to our email list, we ask them what kind of topics they want to read about in the future. This information helps us choose what kind of emails and push notifications we send to subscribers.
Create Relevant Blog Content
Speaking of personalized content, we have to talk about using feedback to create relevant blog content. The key to running a successful business blog is understanding the type of content your audience wants to read. Their preferences will vary based on your audience segments.
You can use direct feedback by reviewing comments on your blog posts or form inquiries. If you notice patterns, such as interest in a specific sub-topic, you can start brainstorming ideas to make more relevant posts around that subject.
Social media is also an excellent place to find feedback for relevant blog posts. Consumers spend an average of 2 hours and 22 minutes on social media every day, which means they spend a lot of their time talking and commenting. Look at discussions taking place on your profile, as well as high-profile groups that discuss your industry.
Use this feedback to discover what kind of posts your target audience wants to see. Once you’ve accumulated enough feedback, rank your sub-topics, and create posts for each subject that proportionately meet the needs of your visitors.
If you get this part right, you will see a shift in your sales. Research shows that 47% of consumers read 3-5 blog posts before making a purchase on a website. If you’re creating relevant content for users, you’ll find that they are more likely to keep coming back to your site when they want to learn something new around your industry. As a result, they become invested in your content and brand as a whole, which means they are more likely to become paying customers.
Final Thoughts
As a business owner or marketer, you have a ton of options you can use to grow your business. Customer feedback is one of the best ways to find out what your audience wants and deliver results.
Spend plenty of time gathering feedback across all platforms, including social media, email, and your website. Before long, you’ll better understand the people who visit your website and, consequently, have more information on how you can meet and exceed their expectations.
