In the times of rapidly growing popularity of big data and artificial intelligence, more and more marketers turn to pure numbers to learn who are their customers and users. They want to collect data on their behavior, sources of traffic, etc. Of course, quantitative data can tell you a lot about your users. But don’t forget that your users are people. Sometimes they behave in a way that can’t be explained with quantitative data from tools such as Google Analytics or Mixpanel.
That’s why collecting user feedback is so important. It will help you understand your users better and predict their behavior more accurately. Also, collecting user feedback from various channels (your website, social media etc) can help you discover problems user face and their motivations.
For those still unconvinced to the importance of collecting user feedback, here are some of the most common questions about user behavior that collecting feedback will help you answer. They are difficult to investigate looking at qualitative data only.
- Find out why visitors are not buying
- Discover how visitors assess your website (how clear it is, what impression it makes, etc.)
- What are the characteristics of users (demographical, professional, etc)
- Why they behave in a certain way
- How users assess your customer service
- What you should improve on your website or offer
- What they think of your competition
- What frustrates them the most in your solution or your competitors’
- What are their motivations
How to collect user feedback
There are several ways of collecting user feedback. They can be divided into two groups – collecting feedback on a website and all other techniques.
Collecting feedback on a website helps you engage visitors and discover problems they might be facing while browsing your website. To collect feedback on a website, use website surveys. They allow you to collect feedback from all users who visit your website. Smart widgets don’t disturb visitors and provide you with lots of actionable feedback. You will easily find out what stops users from buying, how they assess your design or what are their crucial characteristics. Learn more about website surveys here.
Tip: if you’re not sure what questions to ask in a website survey take a look at this article.
Also, you can use live chat to talk to website visitors and collect their feedback during conversations.
When it comes to collecting feedback on different channels, sending questionnaires via email is the most popular. But this technique can be used only to collect opinions of customers – you must know their email addresses. Another problem – you shouldn’t expect high response rates – who has time to spend 10 minutes to fill out a questionnaire? A simple solution: use one-click email surveys to collect more responses. If you’re curious how they work, take a look at this guide to email surveys.
Social listening is another way of collecting user feedback and its popularity is growing. Why? It’s simple – not all users want to talk to you. Many prefer to share their thoughts on social media. Sometimes they share positive news, sometimes pure frustration or anger. Social media monitoring will help you collect feedback from users and react to their opinions.
User feedback collected – now what?
Collecting user feedback is just the first step. The next one is to analyze data and draw conclusions. They can lead you to changes on your website, communication strategy or even training your support team to be more helpful to users. Learn more about best practices of collecting and analyzing feedback here.
How can you benefit from collecting user feedback?
If you’re still not sure how you can benefit from collecting user feedback, take a look at those articles.