Businesses like yours put a lot of time and money into understanding what keeps customers engaged with their products and what drives them away. Getting user feedback is key to creating engaging experiences that turn visitors into customers.
Below, you’ll learn how to use product feedback to improve conversions and ensure that your customers stay loyal to your product.
Implementing Feedback Mechanisms
- Surveys
Asking customers survey questions helps you find out what they liked, didn't like, and what you can improve. Some of the most accurate feedback comes from asking your customers about their product experience while they’re in the moment of interacting with your product.
In-product surveys tap users for feedback at relevant touchpoints, such as after completing a task or exiting a feature. When you use Sprig, you can launch in-product Surveys that target specific users based on the actions they take within your product. From there, you get relevant, real-time insights into users’ experience with your product.
- Session Recordings
See how users click, scroll, and move on your website. Recording your users’ sessions in your product gives you an up-close view of how customers navigate your product. You can see where they encounter challenges and what features they find most valuable.
Sprig Replays gives you a behind-the-scenes look into the user journey. This way, you can better understand how users feel about your product. This tool also works great alongside in-product surveys so you get additional insight into what influenced customer responses.
- Feedback Forms
Feedback forms are, in some ways, similar to surveys. However, while surveys are geared more toward gathering opinions from your users, feedback forms collect specific data you can use for your marketing strategies. These forms provide valuable insights you can use to develop personalization strategies for your marketing campaigns, which can lead to better conversion optimization.
- Heatmaps
Add some color to your feedback channels. Heatmaps highlight areas of your product interface that receive the most attention or user engagement. See how far users scroll down your pages, where they most often click, and even what operating systems or devices frequently visit your site.
All this information helps you better understand user behavior patterns and product usability. Heatmaps also help you determine what's working well and what might need tweaking. From there, you can improve your product and its content.
- User Testing
User testing allows you to get direct feedback on how users interact with your product. This testing takes place before launching your product so you can make sure it meets the needs and expectations of your target audience.
Whether in-person or remote, these sessions let you observe users' facial expressions, body language, and verbal cues so you get real-time insight into user perspectives. The feedback you gather from these sessions can guide you toward creating a more user-friendly product and ultimately increasing customer satisfaction.
Analyzing Feedback Data
Understanding Patterns and Trends
When analyzing feedback data, it's important to identify patterns and trends that directly impact conversions. Look for recurring themes or issues that might hinder users from completing certain actions such as making a purchase or signing up for a subscription.
For example, if several users mention difficulties navigating a specific feature, this might indicate a potential usability issue. On the flip side, identifying trends in positive feedback can highlight areas of your product that resonate well with users and don’t require adjustments.
Sprig’s AI Analysis highlights emerging trends in user feedback. This tool automatically generates summaries of customers’ responses to give you instant takeaways from their input. With clear summaries of the emerging patterns, you can prioritize changes that will lead to higher conversion rates or retention rates.
Analyzing Qualitative and Quantitative Data
To get a complete view of user feedback, you must prioritize both qualitative and quantitative data. Qualitative data helps you understand the “why” behind users’ opinions, while quantitative data gives you measurable indicators of user satisfaction. They’re most powerful when analyzed together so you can best understand how one influences the other.
To get the best analysis of qualitative data, pay attention to the tone and sentiments users express in their feedback. Dive deep into their responses to understand the underlying motivations and goals behind their behavior. For quantitative data, pay attention to metrics like click-through rates, bounce rates, and average session duration. User behavior analysis programs and session replays are great tools for pulling this information from your customers’ everyday interactions with your product.
Identifying Actionable Insights
It’s one thing to ask your customers for feedback. It’s another thing to do something with all the responses you get. The best way to do this is by highlighting the insightful feedback you receive. Separate insights from any non-insightful data such as comments about changes you’re already working on or random feedback from people outside of your target audience.
Once you have your insightful data, focus on the feedback that directly correlates with conversion metrics. Look for opportunities to reduce conversion barriers and enhance the overall user experience. Sprig’s AI Analysis comes in handy again here by automatically categorizing user feedback based on themes and user attributes. This way, you can quickly and accurately identify how users feel and make changes that lead to real improvements in your conversion rates.
Identifying Conversion Barriers
When it comes to increasing conversions, the goal is to move as many users as possible through the conversion funnel. How do you do that? Start by addressing the obstacles getting in their way.
- Use Feedback Analysis
Pay attention to what users say in their responses to your surveys and feedback forms. Maybe they are confused about how to access a certain product feature, or maybe a glitch prevents them from scrolling through the product. Analyzing feedback allows you to identify common issues or pain points that hinder users from taking desired actions and act as conversion barriers.
- Set Priorities
Once you know what's causing problems, you’re on the right track to creating a smoother user experience. Before diving in headfirst, it’s important to prioritize the most impactful issues. This way, you can make sure you're using your time and resources wisely to make your users happier and convert them into long-term customers.
If, for example, feedback reveals that many users are struggling with a complicated upload process, you might prioritize this issue over one relating to your website's design. Since the checkout process directly impacts the final conversion step, you might decide to put more energy into streamlining this process. The result — a more user-friendly step in the customer journey which aids in improving conversion rates.
- Address Issues Strategically
Now that you understand your products’ conversion barriers and your priorities are lined up, it’s time to start addressing them. The key is making sure you align your efforts with your customers’ needs.
For example, Chipper Cash, a fintech startup, launched a new feature for cryptocurrency transactions. However, user adoption rates for this feature were relatively low. The product growth team turned to Sprig for help. Sprig’s AI Analysis reviewed hundreds of responses to in-product surveys and found that many of Chipper Cash’s customers were unfamiliar with cryptocurrency.
This lack of knowledge prevented customers from widely adopting the company’s new investing feature. With this understanding, the product growth team focused on educating users about investing in cryptocurrencies.
Using Sprig, Chipper Cash increased the feature’s adoption rate by 194 percent in just a few months.
Enhancing the User Experience
Product feedback is a goldmine of insights that can help you improve various aspects of the user experience. Here’s how to use feedback to enhance key elements.
Product Navigation
The easier users can navigate your product, the more satisfied they’re likely to be with it. A confusing navigation can lead to frustration and can drive users away from your product. Pay attention to feedback about confusing menus, unclear labels, or difficulty finding specific pages or features. From there, you can focus on streamlining your product’s menus, navigation paths, and search functionality to make it easier for users to find what they need.
Load Speed
Slow load times can frustrate users and lead to higher bounce rates. Look out for any user responses about delays in accessing content or waiting for the product to load. You should also regularly monitor load times and conduct performance testing to quickly identify and address any bottlenecks or issues.
Feature Functionality
Product functionality ties directly into user experience (UX) optimization. When you analyze user feedback, you get a good understanding of where users are finding issues with your product. This way, you can work on those bugs, errors, or glitches preventing features from working as planned.
Making features more user-friendly can also improve overall usability and satisfaction. Simplifying workflows, adding tutorials, and providing clear instructions are key strategies to enhance user experience and make sure users have no problems with your product’s features.
Design Principles
One of the best ways to improve users’ experience with your product is to establish design principles that put users first. This starts with understanding your users. When you design with them in mind, you see your product through their eyes, prioritizing what they need and tailoring your product to meet those needs.
Can users clearly understand the purpose of your website? Are call-to-action buttons easy to access? Is the text simple? Implement design principles that prioritize simplicity, clarity, and intuitiveness, and users are more likely to stick around and become loyal customers.
Personalization and Tailoring Content
Make your customers feel like your website was made just for them. Using feedback insights, you can determine what users like and dislike and tailor the content accordingly. For example, if users indicate that they prefer video tutorials over written instructions, you can prioritize video content.
Recommending products based on users’ past purchases or browsing history can also enhance the user experience. These ideas help you create a more relevant and engaging experience for your users. When Codecademy, an online education platform, wanted to improve its website conversion rates, the company put the concept of personalization into action. Codecademy targeted users with Sprig’s in-product surveys to identify user goals and motivations.
The open-ended question format revealed that users were uncertain about their ability to learn coding. Codecademy took this information and focused on creating tailored content that addressed users' fears, uncertainties, and doubts.
Using survey feedback, Codecademy boosted user confidence and drove higher-quality conversions.
Harnessing the Most Valuable Opinions – Your Users
At the end of the day, your product is all about your customers. Getting their feedback allows you to make adjustments that resonate with your customers and encourage them to keep using your product. With Sprig, you get all the tools you need to create high-quality surveys that gather thorough feedback from your users. The detailed insights you get will inform your decision-making process and help you optimize your product to crush your conversion goals.