The secret to success with any business lies in a positive user experience; your target audience simply won’t interact with your brand if they don’t enjoy doing so. And what’s the best way to achieve a great UX? By actively listening to your users and implementing a user feedback solution on your website, app, or other communication channels.
Any good feedback tool should have the option for users to leave both solicited and unsolicited feedback. The first uses the likes of slide-out or exit surveys with a specific topic in mind, and the latter can be something as simple as a feedback button. For example, Usabilla customises individual feedback buttons for our clients so they blend seamlessly into the existing branding of their platform. This way, there is always an open channel for users to make suggestions and the items received are not influenced by the questions asked, or not asked.
But why ask your users for feedback?
What do they know about your brand strategy? Well, it turns out they can help in more ways than you think.
Contextualise trends in data
When it comes to collecting data, analytics tools such as Google Analytics can offer quantitative results about what is happening on your site. But when it comes to uncovering why, the true value lies in collecting qualitative data. User feedback allows you to discover the reasons behind the actions that tracking tools show you. For example, instead of tearing out your hair over that age-old frustration, implementing a feedback solution means you can straight-up ask your customers why they are abandoning their shopping cart.
Validate internal assumptions
Optimise workflow by prioritising your backlog of improvements and fixes. With real insights from users you can make website iterations in a data-driven and customer-centric fashion by presenting an evidence-based list for development. This not only eliminates guesswork, but can also help make your case when it comes to getting other colleagues or stakeholders on board with decisions.
Taking into account what your users actually want to see not only streamlines the design and development process, but when you’re actionable with the feedback you receive, your users feel important - ensuring you build a lasting relationship with them.
Uncover errors or bugs
Testing each and every aspect of your website or app can be a daunting task and it’s easy to overlook the tiniest of details. But when these neglected details impact your site conversions, it can actually be your users that flag the issue first. Thanks to Usabilla, TUI Group discovered that their search panel wasn’t functioning within the Google app. This issue impacted 11% of their mobile traffic, which in turn attributes to a potential revenue loss of £350,000 per week.
With an option to leave feedback, users can effortlessly report anything that’s causing them friction. This feedback item can then be labelled and filtered directly to your development team and, hey presto, your conversions are back on track.
Start the conversation: How to collect actionable data?
Identify your objectives
So, you’re on board with user feedback and you understand the value in qualitative data - but, where to start? Well, at the end, of course. The first step is to think about what you want the outcome of your research to reveal. Try to focus on one area of discovery at a time and stay within that scope; once you have defined this you can work backwards and craft the perfect path to get you there.
Humanise your approach
When thinking about your approach remember to include the tone of voice you’ll use to interact with your users. Try to humanise your language, although it’s vital to keep things short and simple; nobody wants to feel like they’re talking to an automated bot. Don’t forget that your users are taking the time to answer your questions, put the effort in to make them feel special.
Consider the structure
The structure of your survey can play a big part in its completion rate. For example, after running A/B testing for optimisation, Phillips found that removing the introduction screen from one of their surveys saw completion rates skyrocket by as much as 194%. Also think about incorporating a progress bar if you’re running a longer form survey. No one likes to go into a survey expecting to answer just a few questions, then find themselves answering your laundry list of questions 10 minutes later without warning.
Let your questions do the work
When it comes to what questions to ask, try to make sure those with a yes/no answer always lead into open-ended questions. This way your data stays qualitative; sure your answers will be varied but they’ll be highly insightful. You can also use any recurring data you receive in open questions to later tailor your own multiple choice questions.
There are some fundamental questions that are useful and applicable for all kinds of businesses and can help you get started with acquiring rich, qualitative data:
- Why did you visit our website today?
- Did you find what you were looking for?
- Do you have any questions that you couldn’t find the answers to?
- How can we improve this page?
Whatever your field of expertise, if you want to deliver the best user experience, increase conversions, and boost customer satisfaction, you must actively engage with your users. They’re the ones with the answers, all you have to do is start listening.
Curious how a user feedback solution could benefit your business? Schedule a personal demo with Usabilla to find out more.