{"id":103867,"date":"2018-01-04T15:00:00","date_gmt":"2018-01-04T15:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=103867"},"modified":"2018-01-04T09:18:29","modified_gmt":"2018-01-04T09:18:29","slug":"customer-insights","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/customer-insights\/","title":{"rendered":"How to get good customer insights on the cheap"},"content":{"rendered":"<h2>Cheap isn\u2019t necessarily bad<\/h2>\n<p><span style=\"font-weight: 400;\">The word cheap can have bad connotations - as in, poorly made, or won\u2019t last for long. This may be true for many products. But when it comes to services, cheap can be good, because it forces you to wring the maximum value out of a modest research investment. Thankfully, in the case of customer insights, you don\u2019t have to spend much to get the customer feedback you need.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, assuming that your website gets a significant amount of traffic (more than 100K visitors per month), you can collect a critical mass of feedback - from which you can glean key initial customer insights - for less than $1000. In this post I share how you or an analysis-capable colleague can make this happen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ll start by discussing the automated feedback side. Then I\u2019ll cover the human feedback channels you can tap into.<\/span><\/p>\n<h3>Get your automated part started<\/h3>\n<p><span style=\"font-weight: 400;\">You probably already have a session analytics tool like Google Analytics plugged in. If not, you should definitely do that first. There\u2019s no cost for setting this up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next step is to get a <\/span><b>visitor analytics<\/b><span style=\"font-weight: 400;\"> suite hooked into your site. The most economical and full-featured apps I know of are LuckyOrange and HotJar. Both require only that you insert a few lines of JavaScript code into the headers of your pages. After a couple weeks of data collection you\u2019ll have enough data to review things like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visitor heatmaps - where visitors are clicking and scrolling<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visitor session recordings - what visitors are actually doing on your site<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visitor polls - single questions you can push to a percentage of your visitors<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Since what you\u2019re most trying to discern is <\/span><b>visitor intent<\/b><span style=\"font-weight: 400;\"> (that\u2019s what your forthcoming designs will need to solve for), I\u2019ve found session recordings and polls to be the most valuable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When reviewing recordings, focus on the ones that are most closely tied to your visitors\u2019 most common shopping scenarios, as they\u2019ll give you the best insights you need most quickly. You can be less interested in the random hops some of your visitors are taking through your non-sales content pages - about us, careers, press releases, etc. (unless, of course, a significant percentage of these visitors end up making a purchase).<\/span><\/p>\n<h3>Plug in a poll or chat<\/h3>\n<p><span style=\"font-weight: 400;\">While I increasingly dislike surveys, since they can be interruptive, sometimes expect visitors to \u2018play designer\u2019, and don\u2019t do a good job of eliciting visitors\u2019 gut feelings, I do love asking single poll questions, and in the right context of the experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ll give an eCommerce example. Say, for instance, a visitor lands on one of your category pages, then navigates to a product page. After 15 seconds, a 1-question poll could ask, \u2018Do you have any questions that aren\u2019t being answered on this page?\u2019<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or, after 7 seconds after arriving on a landing page (which gives the visitor enough time to get her bearings), you could ask, \u2018What can I help you find today?\u2019 These questions are friendly, and what a real salespeople might ask in the same situation. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind: you don\u2019t need to show such questions to all visitors. If you have significant traffic, 30 percent of visitors is usually sufficient to get a couple hundred responses within two to three weeks. Another thing: make sure that any polls you show are \u2018minimizable\u2019 - the visitor can click the panel to get it out of view.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A key advantage of LuckyOrange is that it has chat built in. It\u2019s not a sophisticated chat app by any means, but it does serve as a solid \u2018chat starter app.\u2019 You can always upgrade to a more full-featured chat tool at a later time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you already have a chat app installed, that\u2019s great! No matter which chat mechanism you have, after you\u2019ve collected over 200 poll responses or chat discussions, start combing through them to find the most common visitor intents, questions and concerns. These tripping points - what salespeople call \u2018objections\u2019 - are just want your designers and product managers need to know so they can be addressed in the next website update.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can learn more about the <a href=\"http:\/\/www.marksconversioninsights.com\/all-in-one-voice-of-customer-research-tool\/\">LuckyOrange tool<\/a>.<\/span><\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/?attachment_id=104066\" rel=\"attachment wp-att-104066\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-104066 size-large\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/01\/LuckyOrange-700x359.png\" alt=\"LuckyOrange\" width=\"640\" height=\"328\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/01\/LuckyOrange-700x359.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/01\/LuckyOrange-150x77.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/01\/LuckyOrange-550x282.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/01\/LuckyOrange-768x394.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/01\/LuckyOrange-250x128.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/01\/LuckyOrange.png 1912w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">HotJar includes essentially the same features as LuckyOrange. While it does not include chat, it does include a feature that allows you to recruit visitors based on their session profile, which can be a time saver when you\u2019re planning your next user test.<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Tool cost: $20\/month for up to 3 sites, 60,000 pageviews ($80 for 4 months) <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Analysis cost: 4 hours x $80\/hour burdened rate; approx. $320<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Timeframe: 3 weeks<\/span><\/p>\n<hr \/>\n<h3>Add in the human feedback element<\/h3>\n<p><span style=\"font-weight: 400;\">At the same time you\u2019re collecting visitor analytics with your automated tool, you should supplement this data with some human input. Don\u2019t worry, you don\u2019t have to do a bunch of time-consuming conversations with prospects and customers yourself. Assuming that you have a support team, you already have a treasure trove of insights to tap into.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Setting up interviews with agents can be a new concept to Support management and thus cause some apprehension. So don\u2019t jump in too quickly. First, set a time to talk to the Support director. Connect with her, ask about top Support goals for the year. And say that you\u2019re eager and willing to help her accomplish those.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then share your goals: to better understand unmet needs and emotional wants so that you can better address them on the website, and reduce the number of unnecessary, time-consuming and tedious support calls. In this way you will become an ally of Customer Support, a team that is used to always Giving, but never Getting much support.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During the second half of this conversation, ask if you can get 30 minutes each with five support agents, all of which have been onboard for 6 months or more (and thus likely handled hundreds of calls or chats), and at least one who has been with the company for 3 years or more. You\u2019ll likely be asked about the questions you\u2019ll be asking, so come prepared with a draft list of those. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Within a couple weeks you should have these agents scheduled, and have completed the interviews. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re not comfortable leading these interviews, enlist the support of an experienced contract researcher. After all, a lot is at stake: your reputation with the Support director, your image within the company, and, most importantly, the value and validity of the insights you will glean from those conversations. You need to make sure these few hours you spend with agents and their management really count.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I recommend recording these calls so that you - and perhaps others - can refer back to them as necessary. You can do this with either your existing teleconferencing system or if you use S<\/span><span style=\"font-weight: 400;\">kype, install a tool like MP3SkypeRecorder to capture the recording.<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Tool cost: $0 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Overhead cost: 5 hours x $80\/hour burdened rate; approx. $400<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Timeframe: 2 weeks<\/span><\/p>\n<hr \/>\n<h3>The bottom-line cost<\/h3>\n<p><span style=\"font-weight: 400;\">After including for two hours of planning time and meeting with Support, the total cost for this customer data collection (tools and labor) is <\/span><b>only $960<\/b><span style=\"font-weight: 400;\">! As long as you generate more than $1000 in additional revenues from the design updates you make based on the insights you gain, you\u2019ll be home free. Based on my experience, that return on investment will likely happen many times over.<\/span><\/p>\n<h3>Share your return on insights<\/h3>\n<p><span style=\"font-weight: 400;\">There you have it. For less than $1000 you, too, can capture the vast majority of the insights you need. Yeah, you could always spend more time and money, and you might later. But you first need to make the case that you\u2019re a frugal, pragmatic contributor, not someone who always demands a big budget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only will you have fed your user experience (UX), marketing or product management team what they most need to know, you\u2019ll have built a solid relationship with your Support team, your first line of straight-from-their-mouths customer feedback. And when you share these insights further up your management chain, the aha moments you create are sure to boost your credibility.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cheap isn\u2019t necessarily bad The word cheap can have bad connotations &#8211; as in, poorly made, or won\u2019t last for long. This may be true for many products. But when it comes to services, cheap can be good, because it &hellip;..<\/p>\n","protected":false},"author":330233,"featured_media":106177,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[29],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to get good customer insights on the cheap | Smart Insights<\/title>\n<meta name=\"description\" content=\"I\u2019ll start by discussing the automated feedback side. 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