You may be testing hundreds of things to optimize pages and get more out of the traffic we manage to get.

You may not be happy the way things are moving CRO wise for your business or startup. And in the multitude of listed tactics and techniques, guru advice complicates the scenario.

Who to trust?
What to do?

Is there someone whom you can always rely on to have your back? Because by telling the truth they’re protecting their self-interest.

Who? Your customers.
Despite your preferences, customers are going to have an opinion about your brand either positive or negative and probably both.

Enter Customer feedback
It’s a shame if you aren’t using this freely available source of ideas, suggestions and feedback you could be using to improve your website. You could go about it either offline or online. Online prospecting is way easier and that’s what we’re going to talk about today.
Let’s look at an example.

KFC in the U.K. is somewhat proud about calling itself out.

Recently they ran an ad headlined “FCK.”— using a tweet from a customer saying that nobody likes KFC fried chicken.

It has become a print ad that will echo for ages for its ingenuity. But there are less outrageous ways to use customer feedback.
Feedback can be used to understand things in a deeper and richer way, adding more meaning to everyday customer interactions. It helps you delve into the path your customer takes into his customer journey. The pit stops and obstacles on the way and give you refreshing insights regarding user experience you couldn’t have encountered on your own.

You can never use your tool or product in the same way as thousands of your customers do. And that insight is valuable and impossible to replicate.

Feedback can be garnered in multiple ways through multiple touch-points. When a customer leaves a review that’s a feedback. Customers contacting support through email or phone is another form of feedback and so on.

Customer feedback can not only be used for insight garnering into tool usage but also into how customers find your content and promotions.

The best way to use feedback

Upon receiving feedback, don’t just sit on it. Listen to what your customer is telling you and use it to improve the product.

When used the right way even bad feedback need not lower conversions, it can actually boost conversions.

The worst thing to do would be to completely ignore the negative feedback and not listen to customer’s points, pain points or their opinion about the moving parts of your business.

When customers tell you what they want, better apply some elbow grease and get to it. Make informed decisions regarding your business based on opinions delivered by people who have trusted you enough to buy from you.

And when you listen you could find dozens of things to improve.  In the feedback, reviews and conversations you have with your customers you might feel that one particular point is being touched again and again. One particular user experience is difficult and frustrating for them. Perhaps the delivery times are slower or they want the dog collar in one extra size and so on. Sometimes you get ideas for a completely new product with the provided input.

Also feedback- both positive and negative can and should be made public as reviews and provided to the customers to see publicly so that they have trust on your site.


Positive feedback can improve conversions as 61% customers peruse reviews before pushing the buy button. Also if you handle negative feedback diplomatically the same thing can happen..

Showcasing reviews or testimonials helps improve credibility and increase conversions.

Use feedback to improve your marketing


Your marketing might need some improvement or helpful hand. And who better to ask than customers.
For instance, the long-form content you’re so lovingly creating might not be even on the interest radar of the majority of your customers.

That was what Sole Bicycles discovered to their dismay a few months into product launch.

Sole Bicyles grew their business entirely on the back of content marketing.

The first year in business they sold just 150 bikes in total. In 2014 they did $2.1 million in sales, and in 2016 they sold over 15000 bikes.

How did they do it?

Did they write product reviews on bikes? Guest posts?

In fact these typical methods brought little traction and sometimes negative engagement. However, they could see the potential for content marketing and knew all the stories about achieving record growth with content marketing. They just didn’t know how to name that potential.
Bike goers weren’t really interested in long-from content on bikes. That’s when they started listening to feedback and tuned into the bikers’ lifestyle. Bikers find content on bikes boring but they loved listening to music when biking.

Their solution?
Mixtapes that they dubbed Fixtapes. They have a dedicated page called Lifestyle for showcasing these mixtapes. These are customized free mixtapes hosted on Soundcloud. Anybody could download these tapes and listen to them while biking.


It was very valuable content that the target market loved. From no traction, these specific blogging efforts resulted in tremendous popularity for their website. Thanks to the mixtapes they have thousands of new customers.

By taking feedback and learning from their customers what to do to interest them with content they turned themselves into a million dollar product business that’s thriving on the same content model even today.

Even with a copywriter who writes honey-dripping copy it’s not the easiest thing to get the best copy. The best copy for every product has to come from its customers reflecting what they feel, are worried about and desire the most.

Using words your customers use to describe the product and their problems is the best copy you can muster. To that end use keyword research to identify customer problems, concerns and worries. Semrush is a great tool to have to do this.

How to do this?

Collect more and more feedback to get as much data as possible regarding customers. And use this data to make informed decisions that guide business.

Use review mining to discover the exact phrasing that resonate with customers. Words and phrases they’re using over and over again to describe the problem they’re facing and what solutions like yours and that of your competitors mean to them. There are even more ways to collect more feedback. One of these ways is through social media. Social media is fast becoming a channel where your customers air the opinion and thoughts about what they feel about your brand. And it’s an easy point to exchange and have conversations.

You can act upon feedback provided then. Customers are going to interact with you on social media and it’s up to you how fruitful you’re able to make that interaction.

Feedback from your customers is important and shouldn’t be ignored.

Use Surveys to Collect feedback

But what’s a survey in the first place?

It’s the “Process of discovering whether or not a company’s customers are happy or satisfied with the products or services received from the company. May be conducted face to face, over the phone, via email or internet, or on handwritten forms.


You cannot discover hidden needs without asking customers about it. And the same is true for expectations around a new product.

Be any kind of launch with thousands spent on advertising, blowing the horn on social media and search engines equally resulting in tons of buzz.

But despite the stellar launch, the quality product and everything other bell and whistle not every customer is going to be 100% happy. Everyone envisions a product by adding a little  bit of themselves, of their unique situation to products and it’s difficult and well-nigh impossible to meet all those expectations.

But there’s something you can do. You can ask unhappy customers about their experience and prod the reasons behind their demeanor. And use that to find out if you can do anything to improve that experience.

Client satisfaction surveys are the tool to do this. This kind of feedback lets you interact with your clients at a deeper and more intense level.

Tools you can use for the same:

Grab Feedback

It lets you gather feedback as surveys. You can create questions you want to ask your customers numbering them and then sending them a link to write about their experience.

Since customers don’t always respond at the earliest chance, the tool sends automated emails to quicken the process.



It’s one of my favorite website extensions to collect feedback. The surveys pop-up on the corner of your site and visitors and neither intimidated nor angered with the minor distraction. You can have unique questions for each blogpost and it nets you targeted responses.


The immediate benefit:

When Teespring was first launched visitors were apprehensive of the business model.

Teespring lets anyone purchase custom made tees but crowdsourced the design. With enough people purchasing the shirt it goes into production.

They ran surveys to determine if customers knew about the business model and to figure what stopped them from converting. Doing this they wanted to alleviate fears customers felt on the site.

One of the big fears was being charged upfront for tshirts that were crowdfunded.

They implemented their findings as an A/B test on The Buy Now button.

The button now featured additional text that assuaged customer fears.

The result? A 12.7% increase in conversions.

By interacting with your brand and by incorporating their suggestions you’re giving an opportunity for them to forge a better stronger relationship with your brand.

People are best when they talk about their favorite subjects— them. By giving them a chance to do so you’re doing a world of good to business success.


Use Moments of Truth

There are only particular moments in customer lifecycle where customers interact with your brand. It could be an interaction on the website, completing a checkout, adding item to cart and so on.

These moments are critical points as the journey from a prospective buyer to buyer can happen in these moments. Also by optimizing these points you could convert more of prospects into completing the journey they began.

Such assistance is only possible with higher analysis.

The ideal point to solicit feedback is when the prospect deviates from the desired path. Say he’s about to complete checkout but stops midway and positions his mouse to the big X button.
A pop-up feedback form with one simple question can help you gain insight into what caused him to stop in his tracks.

Higher shipping costs?
Expired coupon?
Something else?

And by gaining feedback you can correct those problems and get more of your prospects to finish the journey they set out to.
Acquiring a new customer is up to 4 times as expensive as keeping an existing one. Put your entire focus on keeping your current customers happy and thriving and use the opportunity to convert more customers.

Happy customers are also loyal and may refer others to your business. A referral based decision lends higher loyalty to the product or service.

What do you think?