In this article, we’re going to look into a few ways you can make the “How did you hear about us” question actually provide you with that crucial information that will make your business flourish. Let’s dive right in, shall we?
Add a follow-up question
Users will very often opt for the most straightforward answer, rather than going into detail. The main reason is the so-called “effort economy”. They choose not to spend a certain amount of effort on an action that is not going to benefit them in any way.
If you have already included this question in a survey on your site, you may have found that people often provide extremely minimalist answers like “Google,” which is way less descriptive than we’d like it.
Respectively, if you’re going to ask your customers how they found out about your business, it’s essential to have a follow-up question to ask for clarification.
There is, however, a great way of approaching this issue, without capitalizing on your customers’ effort and getting informative answers — multiple-choice boxes!
It’s safe to assume that there will always be a limited number of possible answers to your follow-up questions. Add them below in the form of multiple-choice boxes.
It’s essential to take the time to word your questions properly and you’ll often have to deal with space limitations as well. There is a set of tools and services like Top Writers Review, and Hemingway, which you’ll find useful while working on your copywriting.
Identify the context
In order to maximize the efficiency of this question, it’s essential to get a better understanding of the context your customers found you in.
As a service or product provider, you typically solve a spectrum of issues that your customers encounter.
Respectively, one of the more exciting and useful questions you can ask along with how your customers found you is what they were looking for when they did stumble upon your site in the first place. How does that help your business?
In order to extract some actionable information out of the survey, follow up by asking them if:
– they found you while they were looking for a solution to a problem they had
– they were googling for popular representatives of your niche or industry
– they found your while trying to acquire a new skill
– they were looking to substitute a service or a product they’re using with yours?
By identifying the context of your “How did you hear about us” question, you’ll be able to better direct efforts towards creating content that fits their needs.
Similarly, if they found you on particular websites or platforms, that will allow you to make a decision in regards to investing more in link building with them or publishing guest posts on those sites.
Organize your budget
Once you’ve found out about where your customers find out about your business, that’s going to allow you to calibrate your budget accordingly. When it comes to efficient marketing, it’s essential to cut out channels that don’t work for you or simply aren’t cost-effective.
Gathering detailed information about where your customers come from will provide you with valuable insight into which channels you should invest more into and which ones you need to let go of. In effect, this will provide you with a much higher ROMI (return on marketing investment) and a much leaner marketing mix.
Keep up with the monitoring
Once you’ve arrived at a somewhat better understanding of what your most fruitful sources of traffic and customers are — don’t stop researching and monitoring.
The main idea behind is that there’s always a place for improvement. If you feel like your campaigns have improved after making data-based changes, a more extended analysis will allow you to identify the bright spots and enhance the campaign even more.
It’s reasonable to expect that many people will be inclined to totally disregard this question and some may even be put off by it. Therefore, it makes sense to inform your customers about the reasons you’re collecting this type of data.
Ideally, you’d have to explain that this information will allow them to have a considerable impact on your service and will enable it to improve and grow. The sense of purpose will considerably improve the rates at which your clientele will provide you with informative answers or even consider answering them in the first place.
The “How did you hear about us” rarely works for businesses that don’t go the extra mile and optimize the user’s experience with them. By using these five simple steps, you’ll see a considerable boost in the rate at which your customers answer it.
More importantly, you’ll see that the answers are much more descriptive and informative.
We hope you’ve found this article useful. Good luck!