A quick guide on how to best read, analyze and interpret landing page feedback. Perfect for beginners working on their own projects.
Getting feedback on your work is important. Everyone knows that, and it's the main reason I built UsersThink, to make getting feedback easier.
But it's not always obvious how to transform feedback into actionable change, and it's easy to feel overwhelmed.
With a little guidance you can learn how to interpret feedback and turn it into real improvements.
I put together a one page guide helping anyone using UsersThink to put their feedback into action (it's at the end of every UsersThink report), but it was so helpful I'm putting it on here to help anyone who's not sure how to get started with new feedback on their landing pages.
(you can also view as a one-page PDF)
Carefully read over all feedback you've received (it's nice to read it twice).
Absorbing feedback can be difficult, and if it's hard to be objective, read through the feedback once and put it aside until you feel you can make full use of it.
Read the feedback again, making notes as you go.
In a notebook or text file, record both the "good" and "bad" feedback that stood out to you. Anything you think is worth noting, write it down, restated in your own words.
Focus more on user reactions and less on suggested "solutions". If someone mentions a "fix" that makes sense, make a note of it, but otherwise don't worry about "solutions" yet.
Separate "good" from "bad".
Once you have notes from all the feedback you've received, divide your notes into two lists, one of things people liked, another of things people didn't like or had problems with.
Use your judgement to order the "bad" feedback from most important to least.
Base this on your opinion, and get rid of anything that you don't think is a real issue.
If you're not sure if you should keep an issue in your list, then don't. If it is a real problem, it will reappear in later steps, and the bigger issues will feel obvious at this point.
"Fix" the biggest issues first. Do this by making the smallest changes possible.
Often "massive" issues can be fixed by making very small tweaks to your site. Small changes, often by removing rather than adding, can often solve "big" problems.
Approach each problem with the goal of doing the least amount of work possible. For any solution you come up with, ask yourself: "is there a way to fix this that requires less work?"
After making changes, get new feedback from new participants.
This will let you know if the fixes you implemented worked, and show you what issues remain. New issues will come to light once bigger ones are fixed.
Run this process till you can't find anything worth changing.
After that, make a note to get new feedback in a month.
In a month you'll be ready to hear new feedback, and if you continue with new feedback every month, you'll always be improving your site.
If you're using a feedback service like UsersThink (and you should!), try testing with a different page on your site.
The number one thing I see people struggle with, above all else, is being objective when they first receive feedback on anything they're working on.
When you're so close to your business or project, receiving feedback can be very hard to deal with.
Don't move forward until you feel objective about the feedback you've received. This can be hard, and depending on the feedback it can take time to process, but it's an important step.
There is A LOT more that could be written about the ins and outs of interpreting feedback, but this is a great way to get started.
And if you're not sure how to get feedback on your landing page, might I suggest UsersThink? ;)