After you are done with qualitative research, you may now have a clearer picture of what your customers are. Qualitative data also helps you learn from your customers and of course to find out possible challenges and missed opportunities that you may have overlooked in your online marketing campaigns.
You will surely be surprised to see how much missed opportunities you may have overlooked. Just like low -hanging fruit, these opportunities are ripe for the picking! You just need to pick them and use them to your advantage.
And as you spot and pick the low-lying fruits in your online marketing campaigns, you will also notice that these missed opportunities could also be stuff that are hindering you from providing the best customer service.
Focusing on missed opportunities
After finding these low-lying fruits that affect your customer’s experience it is now time to do something about these. Here is a list of the most common opportunities as well as solutions that you can implement even without the help of your site’s IT or development team:
– Reduce web copy length to keep customers interested. Cut in half what you currently have and then cut it in half again.
– Improve your calls to action; make these more prominent and easier to understand to guide customers better towards conversion.
– Reduce web forms. Sign-ups that are lengthy and complicated could easily turn off customers.
– Review your company’s value proposition so that this will be easier to understand.
– Offer a promotion to encourage customers to sign up or convert.
– Guide customers by offering step by step instructions.
– Show that you are a trustworthy site with signals such as links to social media sites, current membership status, member testimonials, reviews and logos of clients that you have worked for through the years.
User Psychology Vital in ROI
Basically, conversion optimization is not about numbers and figures nor is it about scientific breakthroughs. It is all about user psychology. You are trying to develop a strategy or a campaign that will hopefully answer a specific user need. When you are aware of what your users need, you may now formulate solutions to meet your goals.
Now that you have a background of what your users are, it’s time to list all these down. Given that you and your marketing team (presuming that you have an existing team to help you out!) only have very little time to work on all the needs of your customers, you should decide which need should be prioritized.
The ideal way to find out which item should be prioritized is to look for patterns. Instead of painstakingly solving problems of customers on a 1:1 pattern, it would be more efficient to solve problems in batches. Group your customers’ needs and rank these according to priority.
Putting all these together, here is an example of challenges that may happen on CrazyEgg which is based on an interview of 14 respondents:
- Ten prospective customers are unsure what the software is about.
- One person commented that the signup process took too long.
- Eight customers would want an easier way to subscribe to the blog.
- Six people demanded another kind of product.
- All the people were not comfortable in entering their credit card details.
Working on the list mentioned above, another list was created according to priority:
- Confusion in using the software.
- Uneasiness in entering credit card details.
Other challenges were not given any priority considering that the blog has very little impact on sales, only one person had issues with the sign up process and the demand for a new product requires a lot of time and dedication.
This priority list has answered important challenges in CrazyEgg. As visitors were hesitant to provide their credit card information, the site has added an explainer on the checkout page of the company to inform visitors that there is no charge for a trial version of the program. And as this was implemented, CrazyEgg has increased its signups to 116%.