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How Does Customer Feedback Drive Better CRO?


Struggling to boost your website’s conversion rates? The key might be simpler than you think: listen to your customers. By collecting and analysing customer feedback, businesses can optimise their websites to better meet user needs and expectations, driving significant improvements in conversion rates.

In fact, only 22% of businesses are satisfied with their conversion rates, highlighting a significant area for potential growth. But how do you know what changes will make the most impact? The answer lies in listening to the people who matter most: your customers.

In this blog, we’ll explore how collecting and utilising customer feedback can lead to significant improvements in your website’s conversion rates.

Where to Start - Gathering Customer Feedback

To optimise your website effectively, start by gathering diverse types of customer feedback. This can come from surveys, reviews, usability tests, and more. Each method offers unique insights into your users’ experiences and preferences.

  • Surveys directly ask users about their experiences. Tools like Google Forms, SurveyMonkey, or Typeform can be embedded in your website or sent via email.
  • Qualitative feedback tools like user recordings and heatmaps (from platforms such as Hotjar) show the ‘why’ behind user actions, visualising behaviour patterns like clicks and scroll depth.
  • Post-lead surveys and pop-ups on landing pages capture feedback at crucial touchpoints. Automated follow-up emails can request additional insights after a user completes a form or makes a purchase.
  • Customer reviews from platforms like Trustpilot or Yelp can be analysed for common pain points and trends.
  • Analytics tools such as Google Analytics track key performance metrics like bounce rate, exit rate, and conversion rate. Combining quantitative data from analytics with qualitative insights from feedback tools gives a comprehensive picture of user behaviour, enabling more informed CRO experiments.

By collecting and analysing this diverse feedback, you can identify patterns in user experience and uncover areas

Mastering Customer Feedback

Understanding Customer Feedback

After gathering customer feedback, the next step is to analyse it thoroughly to uncover actionable insights.

Here’s how:

  1. Go Beyond Surface Metrics: Dive deep into the feedback to understand the underlying reasons behind user actions.
  2. Segmentation: Organise feedback by source, type, category, or persona to identify patterns and trends.
  3. Prioritisation: Rank feedback based on its importance, urgency, or feasibility to focus on the most impactful improvements first.

The “Three-Layered Cake” Approach might be helpful to dive deep into the feedback. It involves segmenting feedback into layers to understand the ‘why’ behind user actions. By analysing feedback at different levels, businesses can pinpoint areas for improvement that directly impact user experience and conversion rates.

Impact of Customer Feedback on Website Design and Usability

After analysing feedback, it’s crucial to apply it to your CRO experiments.

Here’s how:

  1. Formulate a Clear Hypothesis: Develop a testable hypothesis based on feedback and data. Ensure it’s specific, measurable, and actionable. For instance, adding testimonials may boost sign-ups by 10%.
  2. Implement Changes: Use feedback to drive changes in website design. Conduct A/B tests to compare different versions of a webpage or element, or split tests to evaluate different URLs.
  3. Collect Data: Utilise tools like Google Optimize, Optimizely, or VWO to gather data during experiments until you have enough to draw valid conclusions.

Enhancing Content Strategy with Customer Insights

  • Explain how feedback can inform content creation and presentation to better meet user needs.
  • Mention how tailoring content based on feedback can lead to lower bounce rates and higher engagement.
  • These improvements can include changes to website design, content strategy, user experience, or product features. By understanding what your customers value and where they encounter obstacles, you can develop a roadmap for CRO that is rooted in data and customer-centric.

Optimising User Journey through Feedback

Feedback plays a crucial role in enhancing the user journey:

  • Mapping the Journey: Use customer feedback to map and optimise the user journey on your website, ensuring a seamless experience from start to finish.
  • Streamlining Conversion: Implement navigational and functional changes based on feedback to streamline the conversion process and make it more intuitive for users.
  • Continuous Improvement: Establish a customer feedback loop—a systematic process of collecting, analysing, and applying feedback continuously—to ensure ongoing optimisation of the user journey.

The effect of Customer Feedback on Conversions

In summary, customer feedback is a powerful driver of conversion rate optimisation (CRO). By incorporating customer insights into your CRO efforts, businesses can:

  • Enhance User Experience: Feedback helps identify pain points and preferences, leading to improvements in website design, content strategy, and overall user experience.
  • Streamline Conversion Paths: Insights from feedback enable businesses to optimise the user journey, making it easier for customers to navigate and convert.
  • Drive Better Results: Applying feedback-driven changes can result in increased engagement, lower bounce rates, and ultimately, higher conversion rates.

Incorporating customer feedback into CRO efforts is essential for businesses looking to maximise their online performance and drive sustainable growth.