To Improve Your Conversion Rate You Need The Right Feedback

There’s an old saying – You have two ears and one mouth so you should listen twice as much as you talk.  This is true in all aspects of life, relationships, business and conversion rate optimization. But aren’t all those the same thing? Hmmm…

We all know how important feedback is for improvement and we usually ask everyone we know what they think about a new webpage design. Why not, we’re just looking for feedback right?  Everyone has an opinion and are happy to help us out by telling us what they think, sometimes even if we didn’t ask them. The problem is none of their opinions matter. They are usually too far away from the only people that really matter in webdesign, your online visitors. The best and only real way to get feedback that matters is to test different versions with an A/B Test or a Multivariate Test and let your visitors decide with their clicks.

But hey, we’re all human and we can’t wait for test results I understand that so I’m going to give you a tip on who you can ask right now to get your answer. The opinion is just that an opinion and it’s not as good as conducting a test and improving your website conversion rate but if it’s all you have time for I’d rather steer you in the right direction than have you ask a family member or your boss, who has opinions steeped in personal bias.

Here’s the Tip

The only person you should ask is your customer service rep or community manager. It’s important that you ask someone who has a direct ear to your customers and are listening to them on a daily basis. Those are the only people who’s opinion you should at least take with any weight, other than your actual customers that is.

So take a customer service rep or two out to lunch today and do more listening than talking to get insight you can go back to your desk with after lunch and apply to improving your online conversion rates. Then but together some tests you can conduct with real visitors based on the feedback, you’ll be happy you did and your conversion rates will see a boost.

Photo by By Menage a Moi from Flickr

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