In an earlier post titled, “5 Simple Ways to Improve Your Quiz Response Rate Right Now”, I shared a simple 5 step framework that can help you achieve more and better quiz responses. To recap, the 5 A’s to increase your response rate are
I realized that each of these A’s could have it’s own article, so I wanted to go through with a more in-depth analysis of each of the A’s, starting with “Acknowledge”. Before you do anything, you need to first acknowledge who your customer is, what pain points your customer has, and hypothesize how your product will ease your customer’s pain points.
Who is your customer?
You may be reading the question above and thinking, “I know this, next.”, but how much do you actually know about who your customer is? How old is your target customer? Do they own a home or rent? What does he or she like? What motivates them?
When you first start your business, you will most likely have several hypotheses about your target customer.
I found that a good starting point to test those hypotheses is a free analytics tool such as Google Analytics which will help you do some very high level mapping of who visits your site. Are these your customers? Maybe or maybe not, but it can be helpful to know directionality who visits your site.
Can you ask questions to determine the answer to this? Absolutely, asking questions in your Interact survey can be very helpful. I will caveat to use them sparingly, and make sure that you have a reason for asking the question (i.e. I want to know the answer to x, so we can help the user by doing y).
I like to set expectations for your user, “We want to get to know you to serve you better” if you are asking multiple get-to-know you questions.
- Be extra careful with asking questions that will identify someone. This depends on the industry as well, but ask yourself the question whether you need phone number and email address. You may lose customers if you ask for information that feels too personal.
- Try to stay away from asking too personal of questions. At one point, I tested even just asking for the “First name” instead of asking for “First name” and “Last name”.
What is your customer’s pain point?
Now that you acknowledge who your customer is, let’s start the work to understand your customers’ pain point. What is your customers’ pain point and how are you going to solve that pain point? For example, if you are a ecommerce website, why is your customer at your website and what are they expecting from your website. It may be that their pain point is that he/she feels their clothes is out of style, and you can solve that pain point by offering stylish clothes relevant to them.
For Ascend, our customers’ pain point is that he/she is in debt trouble and do not know what the best solution may be for them. We solve that pain point by asking questions to determine as much about his/her financial solution as possible, so we can provide the most sound advice to address his/her pain point.
You have to be introspective here to combine what you know about your customers and what you hypothesize that he/she feels to figure out these pain points.
What motivates your user?
Another question you should ask yourself is, “How did the customer realize that this was a pain point?”. This can now get into the motivation. Sometimes our customers have the pain point of financial trouble because he/she is being sued by a creditor for unpaid debt. Now, I realize that the actual motivation of the user is to get out of debt because he/she is being sued by a creditor. This customer may have different motivations than a customer that has a loss in income and cannot afford their debt.
Everyone could come to your website with different motivations, but you may see patterns among users. It can be extremely helpful to create customer profiles after you see trends in your data. Check out our article, “The 9 Most Important Customer Profile Questions” to see how a quiz can help you create these customer profiles as well.
How does your product or service relieve the pain point for your customer?
Now that I’ve covered “Who is your customer?” and “What is your customers’ pain point?”, I’m ready to address the final stage and that is how is your product or service going to relieve your customer’s pain point. An Interact quiz can be very relevant here to help on this journey..
I’d like to walk you through how I hypothesize how my product or service will relieve customer pain. In my previous article, “How to Make a Personal Finance Quiz”, the hypothesis is that our customers have pain from managing cash flow from living paycheck to paycheck and that a cash flow management tool would ease that pain. Thus, we asked questions to test that hypothesis, and the results helped us determine whether this application would be useful. I loved how Interact allowed us to segment the results with “alternative endings”:
- Do not try to tackle all of your customers’ pain points at once. Focus on one pain point at a time and prioritize how to help ease your customers’ pain. If you try to solve every pain point, you will most likely not actually solve any pain point.
- Do not let confirmation bias corrupt the results of your quiz results. If necessary, have someone else analyze the results and form his/her own judgement and recommendations.
The goal of this article was to explain in depth the reason why you need to “Acknowledge” who your customer is and your customer’s main pain point. To do this, we first ask ourselves about who our customer is and what motivates them. Next, we dig deep to understand our customers’ pain point. Finally, we start to hypothesize how our product or service will ease our customers’ pain and produce value in his/her life.