Marketers working today have a very different job than the job of marketers ten, five or even three years ago. As the online world continues to evolve, as does the marketers task list. Thus, several newer, more niche positions like growth marketers have become popular. Growth marketers work on attracting, engaging, and retaining customers. They focus on relentless experimentation and have a keen interest in the ever-changing motives and preferences of their customers. And what’s the best way to understand your online customers? That’s right, you guessed it, customer feedback of course.
Growing with Customer Feedback
In this article, we sat down with our very own growth marketer, Lynn Jonker, to discuss the role feedback plays in fuelling Mopinion’s growth marketing strategy. Not only that, Lynn also gives us some helpful tips for any growth marketers out there who are curious about using Mopinion’s feedback forms.
How does Mopinion’s Growth Marketer use customer feedback?
Can you tell us a little about what your role in Mopinion entails?
As a growth marketer, I do a lot of different things, as I focus on all stages of the marketing funnel. One of my responsibilities is to manage the social media of Mopinion, that includes LinkedIn, Facebook, Twitter and Instagram. I create the content for the social media posts, and work closely with the content marketers for input, and experiment with different kinds of content.
As well as that, I carry out various website experiments testing things like copy, colours, and layout, to see if we can get more conversions by changing something small. Of course, I have to keep track of these pages and make any necessary changes.
On top of that, I do a lot with the Mopinion feedback forms on our website. This includes designing and making the forms as well as reading and analysing feedback. I work closely with other teams, for example our content and customer success teams, which is important because the feedback we receive helps me help them.
Not sure of the role feedback plays in growth marketing?
Check out this blog before you get started.
Walk us through your process, or your workflow.
I usually start off my day with social media analysis, that means checking out how our recent social media posts have performed. I’ll then take a look at our feedback inbox for the Mopinion website. Once I’ve checked out the different channels, I’ll share the relevant information with the different teams. I’ll also use the information gathered for input for different things, sometimes for a social post (we recently had a post about the best feedback we’ve got on our website) or for other teams like the sales or the customer success team.
Then I start diving into our analytics, checking out the experiments that are running at the moment and see whether anything’s happening. I’ll check whether there’s something new I have to do, if I have to change anything, and I’ll gather input for other experiments that I’d like to do. I also check our SEO rankings, traffic and I generally keep track of all the analytics of the Mopinion website.
How does feedback inform/influence your work?
Every day I check the inbox and think about what we can do with the feedback we receive from our generic forms. For the landing pages that I build or, for bigger experiments, I’ll put different forms on the page and do an A/B test so that I can compare two variants. This means that we get more than the quantitative data like the conversion rate, traffic and click-through rates, but also qualitative data, meaning the ratings (like NPS, CSAT etc.) and what people have to say about it.
I also carry out persona research. We use this to inform our marketing efforts, for social media or for our blog to gauge what our readers want. To do this, I’ll ask one question at a time, as this costs the least amount of effort for our readers. It’s important to use short feedback forms and be specific. Read also: What are microsurveys? And how to use them
I’ve used different feedback forms to engage with our visitors and ask things like, what is your job? What is your industry? What would you like to read? What content medium would you like to see us use? This information will inform our personas, our content and our social media. So the feedback informs a lot!
Feedback that we gather on our website is a very important and easy way to get intel from our web visitors that you cannot get from your typical quantitative data.
There are lots of features within the Mopinion platform that make it easy for me to analyse and keep track of the incoming data. We have email notifications running, to ensure I never miss anything. Also, if I see trends in the text analytics, for example, I have to communicate that to the right people, so I use our tagging feature to sort and categorise the feedback. I make sure to check the feedback from all of our channels every day because I think it’s very important that we practice what we preach.
Can you tell me about some experiments you have run using Mopinion?
Right now I’m actually testing conversational feedback forms versus the standard form type. I trigger these forms in various ways, for example as a passive form or as an active form, and compare them. This is to test whether conversational gets more traction or not, or whether they get a higher completion rate or not. It’s very fun for me to use something that our product and development team worked on that I can now use to test and experiment.
Right now we’re seeing a lot of positive reactions to the conversational feedback forms, but the classic forms are also still popular. So for now, I don’t really have one style of form that stands out more than another. Hopefully in the future I’ll have more to say about it.
What metrics do you find helpful to track?
As a growth marketer, we measure the click-through-rate to see where people are going through the website and if they’re interested in our tool. What is nice with Mopinion is that you can use KPI’s in the forms as well, so the Customer Satisfaction rating is something you can easily work with.
You can use Google Analytics and Mopinion together, so you can see how many feedback items were opened, how many were filled in, how many were abandoned beforehand etc. That’s all very interesting for the experiments that I’m running with conversational and standard forms. However, for the website, click-through-rate is most important for me to track.
For our forms we mostly use customer satisfaction as a key metric as opposed to goal completion rate because our visitors don’t purchase something directly from our website. We do ask visitors what their goal is, because we’re interested in discovering their intent or goal for visiting our website, and that’s for all visitors. So we now have a form on the website that asks visitors what is your goal and of course, did you complete that goal?
Employee in the spotlight: Lynn Jonker
Read more about our growth marketer and the work she does here at Mopinion
What do you do with negative customer feedback?
Mostly I analyse the qualitative data, like the open comments, to see why the rating has gone down, or why the feedback is negative. I use our Mopinion dashboard to keep track of satisfaction, but I can also dive deeper into it and look at individual feedback items, at the text analytics, at the sentiment analysis etc.
When a ‘negative’ comment comes in, deciphering whether the feedback is legitimate or not is the first step. I try my best to investigate whatever issue they’re having, for example, if someone informs us of a bug on our website, I will see if I can replicate the issue. This kind of feedback is extremely helpful and valuable to us, as we can easily spot issues and quickly get to fixing them.
How to Close the Customer Feedback Loop
Ensure your customers and prospects ultimately remain happy, loyal customers.
How does Mopinion benefit growth marketers like you?
What is nice about Mopinion is, when you want to do an experiment on your website, it’s nice that, next to quantitative data like traffic, click-through rate, you can also see what your online audience actually thinks. You can check the rating, and then, when testing, you can compare the feedback of the different versions of your test to determine a ‘winner’.
Of course, if you do smaller experiments you may not get a lot of results, but if you do quite a big experiment which you can do with layout, with copy, with images and videos, then it can really say a lot.
I believe you can be very transparent while experimenting, so if you are testing the performance of a page with a video versus an image you can say, ‘Hey what do you think of this image’, or, ‘What do you think of this video?’ And then you get customer feedback that’s really relevant to the experiment you’re doing.
It might be a bit unusual as a marketer to be asking visitors what they think of something you’ve done, as most marketers want to show a product and content that are perfect, and not be very transparent in things you don’t know. But, I also think that’s how you get the most relevant feedback.
The really nice thing about Mopinion is that you can target specific visitors, depending on many things like how long they’re on a page or what they’re doing on a page so if they’ve done something in particular then you can ask them a question.
For a growth marketer it’s good to be very specific with your experiments and the questions you’re asking your audience. Thanks to the targeting and segmenting options, Mopinion makes it very easy to ask the right people the right questions at the right time.
You’ve been working as a growth marketer for over a year now, what are some lessons you’ve learned?
First of all, practice over perfection. Sometimes you want to analyse the exact metric and solve the exact problem, or you want to know exactly what’s happening, and sometimes you just can’t. I think you have to just go with the flow, instead of waiting for the perfect experiment, because you can’t always be perfect and that’s okay.
Like I said before, I think it’s good to be transparent, I value that a lot, maybe because I’m Dutch, I don’t know. But for example, we’ve asked our visitors, ‘Hey, what kind of stuff do you find important when reading a blog or what kind of medium do you prefer?’ Questions like this give you great insight into exactly what your audience does want. Don’t be embarrassed thinking you should know everything, you shouldn’t. It’s okay to ask, because that’s how you get proper insights for your experiments, and it will help inform your strategy in the future.
Another thing I’ve learned as a growth marketer is that you must always keep track of everything that you’re doing. Create a log book or growth bible, where you can keep track of everything you’ve done, because that will help you along the way. And if at some point you think about a new experiment, you can refer back to this and check any similar experiments you’ve done and what the results were.
Within Mopinion you can easily keep track of everything, with the tags, and with the dashboard, which is really helpful for me. I really value that with Mopinion all the data you need is there, and you can easily integrate with Google Analytics or whatever other tool you’re using to get the full picture.
Lynn’s tips for Mopinion feedback forms
- Be specific and straight to the point with your questions. Transparency is important!
- Start with a goal, not a feedback form
- ABT: Always Be Testing.
- Compare feedback data with quantitative data.
- Practice over perfection.
Well there you have it! If you’re curious about how Mopinion can help you grow, don’t hesitate to get in touch, sign up for our free trial or book a demo.
Ready to see Mopinion in action?
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