In this episode of Chew on CRO, Ash and Ned focus on the importance of asking the right questions to your customers to understand their needs, concerns, and pain points. This allows you to improve your product, landing pages, and marketing strategies. Ned and Ash share a variety of tips for eliciting helpful feedback and using it to improve your business.

🧠 Build an FAQ section and use heat mapping to see which questions people are clicking on. This can reveal key concerns and questions that you might not have considered.

🗣️ Ask open-ended questions when talking to customers. Avoid leading questions that might influence their answers and instead encourage them to share their honest thoughts.

📊 Test your product’s benefits to see which ones resonate most with customers. Use surveys with randomized ordering to get accurate results.

🖼️ Show images that resonate with your target audience. Avoid using stock photos or idealized body images and instead focus on authentic user-generated content.

💡 Don’t be afraid to go back to first principles and re-evaluate your product’s core value proposition. Ensure that your messaging clearly addresses the customer’s needs and solves their problems.

0:00 - Intro

​2:06 - Gathering qualitative data

​3:21 - FAQ sections

​4:50 - Understanding customer questions

​5:11 - Advising against leading questions

​7:05 - Mobile devices for real-time customer feedback

​9:29 - Analysis of competitor FAQs

​10:59 - Post-purchase surveys

​12:36 - Randomized question ordering in surveys

​14:03 - Identifying valuable product propositions

​14:44 - Continuous experimentation and understanding audience responses

​16:25 - Personalization in marketing

​18:11 - "Agitate and solve"

​19:09 - Customer education

​20:21 - Shift in marketing from idealized bodies to relatable success stories

​21:31 - Importance of UGC

​22:13 - Infographics

​24:02 - Strategic placement of key information on landing pages

​26:13 - Testing different formats like accordions

27:30 - Final chew

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