Get to know your target audience or die: 34 vital questions

    Do you know your customers well? To have a successful business, you must know absolutely everything about the client. And to know everything, you need to ask the right questions.

    If you do not ask questions to your target audience, then everything you do is just an assumption.

    On the landing page you describe your company - the client does not care about that. He wants to know what benefits he will receive.

    You tell him about the "unique" technology - the client does not care about it. He wants to know how this will improve his life.

    You describe the product in abstruse words - the client does not understand you and goes to the competitor. A competitor "speaks" in his language.

    You create a business, build a strategy, create a site in accordance with your assumptions, views and understand the needs - you make a mistake.

    It should be the other way around. You ask the right questions to the target audience. Get an answer. From the answers to the right questions, you build a strategy for working with clients, create a site structure, describe your product / service. Thus, you focus on the customer. And this is the right approach that allows you to create a successful business.

    Check how well you know your target audience. Ask her these 34 questions.

    Site Questions

    When asking questions about a site, it is better to avoid general language. Only specific questions, friends.

    1. What do you want to do / look for on our site?

    What gives the answer to this question:

    You will find out what potential customers want to do on the site. Moreover, you will be surprised if they look for those things that you do not even suspect. And in no other way would you be able to find out about this. This is the difference between qualitative data (answers to questions) and quantitative (data from web analytics).

    It is possible that the answers to this question will be good ideas for changing the structure of the site, adding new services / features to your product.

    2. Did you find the information you were looking for?

    What gives the answer to this question:

    You will understand if visitors find what they are looking for. If not, there can be two reasons.

    First, the site is made so inconvenient that a potential customer cannot satisfy its need. He wants to give his money, but he cannot. The solution to the problem is to change the structure of the site, improve usability, conduct user cases and make the process of performing the target action as simple as possible.

    Second - your offer does not meet the needs of the client. Perhaps you are attracting the “wrong” traffic.

    In this situation, the solution is to change the channels and ways of attracting visitors. If the traffic is “correct”, then there is a problem with the proposal and it needs to be changed - tailored to the needs of the target audience.

    3. Was this information helpful?

    What gives the answer to this question:

    You will understand how you provide the right and useful information to potential customers. If they find it useful, then everything is OK - they find what they are looking for. If not, then you should reconsider your approach to creating content. After all, if the client does not receive the necessary information, then it is unlikely that he will perform the target action.
    For example, on every page of Google Support this question is posted

    And, based on the answer to this question, they can evaluate the effectiveness of the content. If the share of the answers “Not very useful” is high, this is an occasion to think about how best to present the information.

    4. How much effort did it take you to complete the desired action?

    What gives the answer to this question:

    You will find out how difficult it is for a potential client to solve their problem. The problem in each case may be different. In the online store is the purchase of goods. On the information site - search for the necessary information. Depending on this, the question text changes.

    5. Did you like our site?

    What gives the answer to this question:

    You will learn directly from a potential client how he visually perceives the site. In this case, you can use the scale with points, which will simplify both the answer to the question for the visitor and the processing of answers. If the ratings are low, then the site is poorly made and does not meet the expectations of the target audience. It is logical that improving the site in accordance with the needs of visitors will increase conversion and sales.

    6. Is it easy to navigate our site?

    What gives the answer to this question:

    Another way to understand how easy it is for a potential client to use the site, navigate through it and look for the necessary information. This question is best placed on the pages where the failure rates and exits are the highest

    7. Do you understand our pricing policy?

    What gives the answer to this question:

    You will find out if the potential client understands how the price of the product / service is formed. This question is most suitable for SaaS services, where pricing is very incomprehensible: confusion with monthly and annual payments, payment for additional functions, etc. So this question is great for the pricing page on the SaaS website.

    8. How can we improve our pricing page?

    What gives the answer to this question:

    YOU will find out what it is worth adding / changing / explaining in more detail on the price page. This question is preferably used in tandem with the previous one. In the first case, you determine whether the page is understandable to potential customers, and in the second, you get tips on how to improve it.

    Of course, some will offer lower prices. Do not succumb to provocations if the pricing is reasonable. If not, then you need to think carefully about whether the correct pricing policy was chosen initially.

    9. What initially attracted you to our site?

    What gives the answer to this question:

    You will find out what elements of the site made the user stay on it. And based on this information, you can make further changes to the site to create the perfect “first contact” with a potential client.

    10. If you were asked to rate our site on a 5-point scale, what grade would you rate?

    What gives the answer to this question:

    Like questions about the visual appeal and navigation, this one allows you to understand how convenient it is for the visitor to use the site and achieve their goals. If, together with this question, you ask to explain why a particular point is chosen, then you will find out what exactly the target audience likes / dislikes.

    Why exactly a five-point scale? It is simpler: there are 5 options to choose from, and not 10. The fact is that too much choice creates “friction” with the user. As a result, he can generally refuse to answer the question.

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    11. What do you like most about the site?

    What gives the answer to this question:

    It allows you to understand what attracts potential customers the most on the site. Thanks to this, you can find out what you need to focus on.

    Consider the example of an online store where all products are provided with free delivery. But the information about this is written in small-small print in the upper right corner. With this question, you will find out that free delivery is one of the main reasons why customers like the site and they place orders with you.

    Which of these can be concluded?

    Right. If you actually provide free delivery of all goods, then this is a competitive advantage. This information needs to be highlighted and highlighted on absolutely every page. After such a small change, it is likely that the conversion of visitors to customers will increase significantly.

    12. Do you have any problems, questions, wishes?

    What gives the answer to this question:

    This open-ended question enables visitors to share any other information. For example, about bugs on the site or other problems that you were not interested in in other questions, if at all asked them.

    The sooner you find out about a problem, the faster you can fix it. This is important because for large companies, even one small bug in the payment process can cost a lot of money.

    13. Are you satisfied with your purchase?

    What gives the answer to this question:

    Thanks to the answer you will understand whether the product meets the expectations of the client and whether he is satisfied with the purchase. This question should be asked after the purchase.

    14. Was it easy to make a purchase?

    What gives the answer to this question:

    You will find out how difficult it is for the client to arrange the payment process on the site.

    Just think: a potential client already wants to give his money, but because of the complicated process of ordering, payment, confirmation, you “put sticks in wheels” to him.

    Thus, if making a purchase is difficult, then you need to simplify this stage. For example, remove not the most important fields and requirements, run an A / B experiment and see how this change affects the conversion rate.

    Related article - Overview of the best services for user surveys

    15. What can we do to improve the shopping process / payment process?

    What gives the answer to this question:

    The answer to this question will help to understand what information is missing from potential customers in the process of placing an order.

    This question is an addition to the previous one. There we will find out generally the impressions of the buying process, and here we ask you to share your wishes on how this process can be improved.

    For example, you have an online store. You indicate the delivery cost right in front of the page where you need to enter payment card data. The visitor visits the site, adds the product to the cart. Passes into it, but does not see the cost of delivery anywhere. This is the first point of friction. He immediately raises the question: “How much will I have to pay for delivery, will there be enough of my money on the card, or will they send me the goods for free?”

    If in the answer to this question visitors indicate that it is necessary to add delivery information directly to the basket, to the price of the goods, then this must be done.

    Or another example. The online store does not indicate anywhere which payment methods are accepted for payment. The visitor adds the product to the basket, wants to pay for it, reaches the last stage and sees that it can only be paid with Visa, MasterCard or Paypal, and he only has Webmoney. The client spent his time. The customer is upset. This is a bad user case. If there was information about the means of payment in the basket, such a problem would not have arisen.

    16. What do you value most in our website / in our company?

    What gives the answer to this question:

    The answers to this question will tell you on what principles, functions, characteristics of the goods it is worth emphasizing.
    For example, you sell eco-products, but do not focus on the topic of “environmental friendliness”. When asking such a question to customers, you understand that it is the “environmental friendliness” factor that is the main reason for choosing your products. What conclusion can be drawn from this?

    This characteristic should underlie the positioning of the product. It is this information that the visitor must know when he first contacts the product.

    17. If you could change one thing on the site, what would it be?

    What gives the answer to this question:

    This question is relevant if you want to improve the appearance of the site. Since users can’t notice even the smallest problems on the site and offer good alternative ideas. By collecting such a feedback you can make a whole list of "site improvements." But do not blindly follow them. Each idea must be approached objectively and evaluated from the perspective of advantages and disadvantages. Since there can be a lot of ideas and you need to choose those that can most affect the site’s performance.

    18. Would you recommend our site to your friends or colleagues?

    What gives the answer to this question:

    It allows you to understand what impression your site has on your client. Since Marketing by word of mouth (Word of mouth) is one of the best ways of free advertising, it is very important to form a good impression of yourself.

    This is especially true now, when one of the factors for making a purchase is the advice of a friend / acquaintance / colleague. After all, before you buy something, we consult with friends who have either made such a purchase or are versed in this product / service. Is not it so?

    In such conditions, it is extremely important to take care of the impression left. Even if it’s bad, then you will always have the opportunity to contact this client, find out the reasons for this attitude and try to fix it. A cool, polite and attentive help desk can change this impression. The main thing is to be flexible.

    Product Questions

    Your product is your business. Bad product is bad business. Therefore, you should know what customers think about your product.

    19. What is the main value you get from our product?

    What gives the answer to this question:

    You will understand the main value of the product for the client. And it is precisely on this that it will be necessary to focus on all marketing materials.

    It often happens that business owners devote all their attention to one benefit, although for the client, in fact, the whole value lies in another. If you do not ask such a question, then you can never know what your product gives the customer and what you need to focus on positioning.

    20. What problem do you want to solve with our product?

    What gives the answer to this question:

    The answer to this question also allows you to understand what potential customer problem you are solving. In a good way, you should know about this before starting a business. But if this question was not worked out initially, then it is time to do it now.

    Having learned the main problem that potential customers are trying to solve, you can focus on this when promoting, writing advertising materials and finalizing the product itself. Related

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    21. What are the most important features for you in our product?

    What gives the answer to this question:

    It provides an understanding of the most important product features. You may have one view, and customers may have a completely different view. Accordingly, you should concentrate on those things that are important to customers, and not personally to you.

    This issue is especially relevant with the constant development of additional functionality. When there is a large checklist of ideas and it is difficult to understand what needs to be developed / finalized in the first place. The answer to this question will help to prioritize and concentrate on meeting customer needs, rather than on your own assumptions.

    22. What features are redundant?

    What gives the answer to this question:

    You will learn how to develop what functions you have wasted your time in vain. And, most likely, this could have been avoided if you were interested in what is important for a potential client and what is not.

    Nevertheless, after learning about what is needed and what is not, you can build the right development strategy in the future.

    23. Why did you make a purchase from us?

    What gives the answer to this question:

    You will understand the motivation of customers: why they decided to buy from you, which influenced their decision. Knowing this information, you can concentrate on these factors. As a result - an even greater increase in the motivation to place an order with you.

    24. What goods or services would you like to see on our website?

    What gives the answer to this question:

    If you plan to expand the scope of your activity, but do not know what to choose, then the answer to this question will help you. Based on other customer needs, you can add to the site those goods and services that will be in demand.

    The real customer-oriented approach!

    25. What prevented you from making a purchase from us?

    What gives the answer to this question:

    You will understand what information is missing from a potential client who is already ready to give his money. Or find out what elements confuse him and prevent him from making a purchase.

    Knowing the answer to this question, you can quickly add the necessary information or change a specific element on the site.

    26. What was your biggest problem in finding the right product on the site?

    What gives the answer to this question:

    It gives an understanding of how conveniently configured the search for products on the site. Based on the answers, you can understand that the site does not have enough categories and filters to search for goods, or you need to add the "Search for goods" field to the page. This is especially true of large online stores, where the availability of convenient search is one of the most important elements of the site.

    27. What could convince you to use our product more often?

    What gives the answer to this question:

    You will learn how to increase the number of repeat purchases. Everyone knows that a new customer is much more expensive than the current one. If a loyalty program with a small discount is important for users, give it to them. The main thing to keep. By any means, but, of course, not to the detriment of their financial situation.

    Building a loyal customer base is always cheaper than attracting new customers. And it is the answer to this question that gives an understanding of the factors that stimulate customers to contact you over and over again.

    Invest in retention, not attraction!

    Questions about competitors

    It is important to know your strengths and weaknesses. But it is equally important to know in the face of your competitors, their place in the market and how they are perceived by the target audience.

    Most likely, you have analyzed your market and are well aware of your competitors. But you could also lose sight of something. And the opinion of the target audience is much more significant. They are kings. They pay money. They see the market from a different perspective. Their opinion may tell you what your company is associated with.

    28. If our company were not, then whose services would you use?

    What gives the answer to this question:

    You will find out which companies are known to your target audience. Constantly monitoring them, you will know what UTP they have, what they emphasize, etc. And on the basis of this information you can generate ideas how to stand out among competitors.

    29. How does our company stand out among competitors?

    What gives the answer to this question:

    You will learn how the Unique Selling Proposal of your company looks from the point of view of the client. Knowing this, you will be able to build the correct positioning of your company, as you will know what real value you carry to your target audience.

    30. Compared to competitors, is the quality of our products / services better, worse, or the same?

    What gives the answer to this question:

    You will understand how the target audience perceives your product and what can be improved in it.

    If you find out that the quality of your products is no different from competitors or even worse, then this is the first warning. An urgent need to change something. Since if a competitor is engaged in improving their products, they will be able to lure your customers.

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    31. How do you rate our pricing policy compared to competitors?

    What gives the answer to this question:

    It gives an understanding of how the target audience perceives the value of your proposal. If potential customers believe that the price is too high, it is necessary to explain why it is so. Perhaps you need to add a description of additional features or unique features that are not available to competitors.

    In fact, you need to justify this price so that the potential customer does not even have such a question.

    Questions about the company

    32. How did you find out about our company / How did you find us?

    What gives the answer to this question:

    You will understand what marketing tools work efficiently and lead potential customers.

    33. What is the purpose of your visit?

    What gives the answer to this question:

    You will find out why visitors visit the site and what they look for on it. A very good question if it seems that your proposal does not meet their needs.

    34. What is the most convenient way to communicate with us?

    What gives the answer to this question:

    You will find out which way of interaction is convenient for potential customers. In one case, it is better to interact with clients via e-mail, in the other - using the phone, and in the third - through personal meetings.

    You have learned what questions to ask your target audience. Now it's time to get the answers.
    Especially for you, we have prepared an overview of the best tools for user surveys ( To get answers to these questions, you can use the services from this article.

    If you are going to ask questions to existing customers, then most likely you have their e-mail addresses, phone numbers, so use these opportunities as well.

    In general, try to receive feedback in every possible way. This is really important. This will help you choose the right strategy. This will help you choose the right approach to customers. This will help form a successful business.

    Translation and revision -

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