Not Getting Feedback (Conversion Killer 7)

This is, by far, the number one reason landing pages don't convert as well as they could. Learn how to get feedback to convert more visitors.

The previous 6 conversion killers are all very specific issues that I saw crop up time after time on landing pages getting feedback from UsersThink.

Making effort to get your own feedback will uncover the issues specific to your landing page, and will help you find problems and opportunities you wouldn't otherwise be aware of.

The more you work on a project, the more you lose perspective, making feedback especially important.

There are lots of ways to get feedback (I'll outline approaches below), but this is also why I built UsersThink: to make the process of getting really useful feedback as simple, direct and painless as possible.

I think the importance of feedback is best summed up from this UsersThink testimonial:

While it's a glowing review, I think it's true to getting feedback in general: you're flying blind without it.

How to fix it:

Step 1: Get strangers to tell you what they think – in-person

This is the oldest approach to getting feedback, often coming in the form of surveys or usability testing. While this used to be restricted to a white lab coat, clinical setting, that would cost you an arm and a leg, it's a lot easier and cheaper today.

Put an ad on Craigslist, ask strangers in a coffee shop, or at a mall, if they have a few minutes to help you. Offer some sort of incentive, such as buying them a coffee, giving them a gift card, or cash, in exchange for their time.

This is still, even in informal settings, probably the most time consuming and expensive method. It can also be taxing, as you'll need to keep a straight face while they talk about the things they don't like about your landing page.

Another issue is figuring out exactly what to ask them, and how to ask it, which sounds simple, but can be tricky, and will have a big impact on the quality of feedback you receive.

If you use this approach, I highly recommend Don't Make Me Think and Rocket Surgery Made Easy both by Steve Krug, as well as his in person testing script (PDF) as the best way to get started.

Step 2: On-page surveys and chat

If you already have significant traffic, you could use either realtime chat widgets or on-page survey tools to gather feedback and learn what's working and what isn't.

For realtime chat widgets, check out Olark, Tawk.to, or Zopim, and for survey tools check out Qualaroo or Hotjar.

The advantage of a realtime chat widget is that you can help people as you learn, and you might even be able to turn a few lukewarm leads hot, and the survey widgets allow you to get feedback 24/7.

The biggest issue is for this approach to work, you need pretty significant traffic, since the high majority of users won't engage with these tools, and even with significant traffic, it might take a long period of time to collect enough info to gain new insights.

Step 3: Recruit users remotely for feedback

Sort of a variation of the approach above, you can use a tool like Ethnio to both recruit users from your site for feedback, as well as schedule sessions to talk to them in greater detail.

This approach has the advantage of being able to be done remotely, which is great for remote or distributed teams, but has the disadvantage of needing the same sort of prep work and straight faced listening of in-person interviews, as well as needing significant traffic, just like the chat or survey widget approach.

Step 4: Ask friends, family and work colleagues what they think

These three groups are probably the most willing to jump in and help you, and as far as recruiting, they probably present the fewest problems.

The risk here is that they might not give you honest feedback. They could be worried about how it might hurt your feelings, or they think being supportive will help more, or they know about earlier issues and look at the landing page within that context.

Objectivity is a big deal for feedback, and the biggest risk here is getting feedback with the least amount of objectivity.

Step 5: Use UsersThink

Obviously, we're a little biased :)

But we built UsersThink to fix the issues of the above approaches.

We handle all user recruiting, so you don't have to deal with outreach, cancellations, or anything like that. And trust me, that happens a lot.

Because we handle all recruitment, it doesn't matter if you have a lot of traffic, or none at all.

The set of questions asked are handled by us, using a survey we've extensively tested (see our survey and example results) so you don't have to worry about what to ask (or even having to ask yourself).

All participants are people who've never seen your landing page before, and since they don't know you, objectivity is kept very high.

And we approve each participant's feedback individually, so we can maintain quality and keep it quite high, so the results are always helpful.

The result is a tool where you have to select two things, the landing page to get feedback on and how many participants will give feedback, and then you don't have to do anything until you get an email from us with the results.

And with each feedback order, you also get a handy guide to help you with the feedback.

And remember what Adam Steinberg said about UsersThink?

The goal is to help you from flying blind, so you can improve faster and get more done, without as much time, effort or money spent with traditional ways of getting feedback.

If you haven't already, place an order with UsersThink to quickly and easily learn what's missing from your landing page.

It's the best thing you can do to make sure you're not killing conversions on your landing pages.