Actionable Optimisation #20 – Using Customer Feedback to Optimise for Growth

 September 29, 2020

By  Will

Collect Customer Feedback to Optimise Your Business for Growth

to receive each Actionable Optimisation as they go live

One of the most important things you should be doing is collecting data and feedback about what your customers are doing on your site, what they do and don’t like, and most importantly, why they haven’t purchased.

Fortunately, it’s really easy to do.

You’ve most likely got Google Analytics on your site, this is a great place to start. You can identify which pages are causing problems, which devices or locations convert poorly (or very well) and at what stage in the purchase journey you’re seeing drop off.

But what GA can’t tell you is why these people drop-off.

That’s where tools like Hotjar come in.

I love using heatmaps, they’re a great way of getting an idea of how people are interacting with the pages on your site. How far they scroll, where people are clicking, which assets they’re focusing on or ignoring.

But the real gold for me is in the qualitative feedback. The comments that site visitors are sending in, to literally explain what their problem was, or why they did decide to buy.

You can email out surveys to your existing customers, I tend to split these into a few segments - super loyal customers who buy again and and again, customers who bought once but never came back, and customers who have made their first purchase very recently.

Then I also use Hotjar to survey site visitors, and ask them ‘What’s the number one reason you didn’t purchase today?’

You’ll get some responses saying they were just looking for some information, or just browsing, but the key responses are those that explain what was missing. What information was missing, or how did the on-site messaging differ from your advertising.

This feedback gives you a great feel for what people were expecting from your site, and how your site failed to meet those expectations.

This can then be combined with your Google Analytics, your heatmaps and your existing customer surveys to refine your marketing strategy, optimise your website, and make more money.

Collecting customer feedback


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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