Begin by going to locations where people are specifically discussing your products, or products similar to yours (such as Amazon). This will make gaining insights that are instantly relevant to what you’re selling much faster and easier. It can be more difficult to mine sites like blog post comments and Facebook groups because you’ll be receiving more general insights about your market, and it can be difficult to determine what’s relevant. They’re good supplementary resources to turn to if your product-specific mining falls short.
Keep an eye out for anything unusual that signals desires and pain spots when it comes to what to seek for. As Joanna points out:
“When you look through each user review one by one, you’ll notice that what’s most essential to your prospects jumps to the front.” There are repeating queries and statements. You can hear their frustrations and sense their delight. All of this is reflected in your copy and messaging hierarchy — the things you need to say and the order in which your visitors should read them.
Gathering customer complaints about similar products to yours can also help you stand out from the competition by demonstrating that you understand the shopper’s difficulties. Let’s pretend you’re selling a smoothie. If you notice that a lot of people are complaining about how gritty other items are, you can use this in your own copy: “Are you sick of sipping grittier smoothies? You won’t have to pick the drink from between your teeth thanks to our exceptionally smooth recipe.”
“It’s all well and good presenting me with a table,” you might think. But how would I use this to assist me in writing my descriptions?”
Ok. We can identify some common motifs working with what we have:
- People want a shake that will keep them full for a long time.
- It’s ideal for those who have a lot of things to do in the morning.
- They understand the need of eating nutritious foods in order to live a healthy lifestyle.
- They’ve also tried “chalky” items.
As an example, you could write:
“Are you still looking for a non-chalky, healthy meal replacement smoothie to get you through those mornings when you “don’t have time for breakfast”? With this delectable nutritional powerhouse, you’ll never have to skip breakfast again.”
Review mining is a lot of fun (truth be told), so give it a shot!
Email questionnaires for customers
Just a brief remark to give credit where credit is due: Jen Havice’s teachings in this article, as well as her book, Finding the Right Message, were extremely helpful in writing this section. If you want to understand more about collecting VoC data, you should definitely look into those.
Ok. So. The first step is to get organized, as this will save you a lot of time in the long run. It’s all about email segmentation here. Assume you’re doing surveys for ten different items. Your results will be a mess if you send the survey out to a large number of individuals at once, and you’ll have to organize them into “product groups” afterwards.
So, before you start, create segments for each product and include people who purchased the product within the last three months (so it’s still fresh in their thoughts). If you get stuck with the segmentation process, check out the user tutorials for the service you’re utilizing.
Set up your survey after that.
Typeform and Survey Monkey are both excellent resources.
Decide on your survey questions after you’ve chosen your survey tool. Closed-ended questions (yes/no questions) and leading questions (Why did you appreciate the particularly soft sweater?) aren’t going to help you. You’re attempting to gather their words and candid responses. Keep the number of questions to a bare minimum — no more than six if possible. When people are forced to sift through a large survey, they may become irritated.
We’re not going to leave you hanging. Here are some excellent questions to ponder:
- When did you realize you needed something similar to ours?
- What is the problem that our product solves for you?
- How would you describe the product in five words?
- What worries did you have before deciding to purchase the item?
- Have you considered any other options before settling on ours?
Once the survey is set up and ready to go, send them an email inviting them to participate. This can be the most difficult part. (Don’t worry, we’ll send you a template right away.)
Jen recommends that you:
Keep the email brief, simple, and focused solely on the survey.
To boost your chances of getting a “yes,” emphasize in the subject line that you’re only asking for a little favor.
You may provide a little reward to encourage individuals to participate. Nothing overly ostentatious. Because here’s the catch: if you send an email to someone offering a $100 gift card if they take out a survey, you risk skewing the results. Consider it a form of bribery. If the incentive is too significant, people may feel compelled to give “correct answers,” rather than answering honestly.
That isn’t to suggest you won’t be able to provide one. You may say something like, “After that, we’ll send you something pleasant…” Which has the added benefit of being intriguing. It’s possible that people will fill it out merely to see what the incentive is.