The role of voice of the customer programs is to help marketers and SEOs know what is working and what is not working on your website. The information obtained by implementing these “listening” and information gathering techniques can later be used to inform optimization and testing programs. So when should companies look to get the voice of customer insights?
Bounce rates and rankings
Many brands often find that their web page ranks well for a specific, primary keyword phrase; This often means that your site is getting a good flow of traffic, but there is a problem: a high bounce rate. Bounce rates refer to people who click on your site after finding it in search results and then basically leave right away. Because high bounce rates are associated with irrelevant or low-quality websites, they will eventually start to influence your page rank. Search engines quickly identify sites with high bounce rates and then rank them lower accordingly. Analytics tools are often extremely helpful when it comes to identifying problems and can show you detailed statistics about visits, bounce rate, and time on site. However, analytics can’t tell you why people are leaving your site. Enter Voice of the Customer (VoC) programs.
Direct information from your customers to give context to the data
By implementing Voice of Customer programs, your brand will be able to understand, rather than just being aware, why your consumers do or don’t take certain actions. This information can be fed back to your channels. Once you’re aware of what you need to change, you can use the information to manage landing page optimization projects to improve SEO landing pages and even help address issues with low engagement (high bounce rate, poor conversion, low value per visit, etc.).
Surveys and Polls
The most obvious and one of the best ways to get valuable information and feedback from your consumers is to ask them to participate in surveys and polls. Surveys are useful for specific information needs, unlike surveys that may ask users to answer broader, more subjective questions. The best way to communicate your brand surveys is to send them through your consumer email database. The majority of your brand’s subscription database probably consists of your most loyal and engaged customers, so it makes sense to invite their valuable feedback. It is up to you whether or not you want to encourage participation in the survey; while the chance of winning a prize will no doubt convince many more than usual to participate, it can be argued that people taking surveys now for a possible profit could offer the most candid answer.
Popup Exit Survey
A pop-up window or pop-up window may be displayed to the visitor based on certain criteria, such as when a visitor visits at least 3 pages on the website, for example. These surveys can be qualitative or quantitative, multiple questions or single questions, but it would be wise to keep them short: if someone is browsing your website, you should know that this survey will not take too long for them to answer. to navigate.
ongoing survey
Permanent surveys can be included on your brand website where users can complete them whenever they want. These surveys can take the form of dangling sidebars that can be clicked to expand, or can be added to the My Account section of the site for users who have already registered a profile on your site.