3 Invaluable CRO Resources You May Be Missing – No Fancy Tools Required

What do you put on your website and where do you put it? How are people viewing your business? Your entire e-commerce company can give you the answer to that one. People in your own company can tell you what customers want to know about your product and your services. You may be surprised with their answers, but always remember: how you see your product/service may be different to how your market sees them.

(Click for full size image)

Your sales team can tell you …

  • What are the top sales questions people ask? Answers to these questions need to be on your homepage or the second tier of pages easily found from the homepage. Be proactive in speaking to your market. Beat them to the punch.
  • What are the barriers to entry? Why are people not converting?
  • Is it price? If you find that there is a significant amount of people who are not converting because of the price, try doing some A/B testing on your pricing page. You may be surprised with the results. Another way to determine the right price is to have a sale and track the responses.
  • Is it something that they don’t know about? Has your sales team often come across a shopper who initially didn’t want to convert because of a feature they overlooked? That feature needs to be in a clearer place on your website. If it’s already prominent enough, it probably needs its own page.
  • Is there something that you can fix? You can tell a “want” from a “need” when they put their money where their mouth is. A desired feature is something that will not ultimately be a barrier to entry. However, they’ll tell you their deal-breakers. If your developers are currently working on this, make sure you have regular updates on its progress in your blogs. Once it’s released, it’s material for a press release! Add it to your homepage in a prominent place.

What you can do right now

Schedule an appointment with the sales team. Meet with the Sales Manager but also include the people who talk directly to customers on a daily basis. Listen to what they have to say but also what sparked the most dialogue. That will give you an indication of its significance.

Your technical support team can tell you …

  • How are people using your product or service? Is it exactly how the developers intended the product/service to be used? If not, this is another angle to present it. If enough people use it for this alternative purpose, maybe this is something you should add to your main features page.
  • What do people find easy and difficult about your product or service? Make the easy things a selling point on your website. With the difficult things, use your website to bring them over to the “easy to use” side by providing easy-to-access supplemental information on your website. Use articles, downloadable PDF documents, video tutorials, and webinars.

What can you do right now

Find out if there is already an FAQ file available with the technical support team. This could save a lot of time in content creation. Schedule a meeting with them to get more information.

Your customer support can tell you …

  • What are the things that people absolutely love about your product or service? These should be on your homepage and PPC landing pages. These points show you how your market views the strengths of your product/service. These are the gold nuggets that can win you more customers.
  • What are the things that people hate about your product or service? Don’t have this on your homepage or at least, have it less prominent. As you progress in improvement, keep a blog letting your customers know that you respond to their needs.
  • What are the most common questions? Beat them to the punch and include a FAQ page on your site. Get the top three and have it on the homepage or the second tier to make the FAQ page easy to access.

What you can do right now

Schedule an appointment with the Customer Support Managers and their team. Send them a list of questions you’ll be asking at the meeting. This should give them time to write up a list. (Maybe bring tea to the meeting, too. They’ll appreciate that. They handle a lot of stress.)


Valuable information is close by. You don’t need to outsource to get it. You don’t need any high-tech apps. Get it in-house by tapping into the Sales, Technical Support, and Customer Support departments. All you need is a pad of paper and a listening ear.

No fancy tools required.

– Jessica Eballar

This is a guest post, entered in the 2011 Unbounce Conversion Fest Blogging Contest. All opinions are those of the author.

Jessica Eballar is an Internet Marketer. She has been a traditional marketer since 2006 and learned the ways of online marketing since 2008. She’s currently with Bill4Time, an online time tracking software that keeps track of time, expenses, and invoices for businesses throughout the world.

Comments

  1. Katie Saxon says:

    Great post Jessica, it’s so easy to get carried away with buying tools and forget that actually you may already have the best resources right at your fingertips!

  2. That’s totally correct! With the rate of technology changing and improving, one can forget the time-honored methods of marketing. :)

  3. Thank you for this great post! As someone who is not a ‘marketer’, but is definitely trying to market, this is really good information!

  4. Wonderful hear, Jessica! :) Marketing is simply knowing who your customers are,seeing how they see your product, and acting according to this knowledge. You put yourself in their shoes and go, “Am I excited about this product? Does this website/ad tell me exactly what I need to know in a few seconds?”

  5. Yomar Lopez says:

    I really dig your article for a few reasons…

    For one, I can relate because I’ve been the tech support, customer service, and sales guy at different points in my career. It helped me appreciate all hard work people to at every touch point, so to speak.

    Your infographic sums up everything so well. I’m a visual person so, at a glance, I knew what to expect.. And I was hooked!

    Now, you mentioned pricing and A/B testing. That’s one area of contention where everyone will argue. Some hardcore salespeople will say that price is never a valid objection. I beg to differ.

    BUT…

    There are plenty of cases in which the real objection is not the price but, rather, who is making the actual buying decision? You have to get to those decision makers and that’s tough with all the gatekeepers and delegation that goes on in the corporate world.

    On a greater scale, I think what usually happens is that folks don’t see the value versus the cost. In my experiences, that can happen when you get very technically-proficient folks like myself doing sales. We tend to know the product inside out so we lead in with the features instead of the benefits.

    I suppose the old adage, “features tell, benefits sell”, still holds true!

    The biggest thing to take away from this is that you have to gather data, request feedback and observe, at every point of contact with potential and current customers alike. The folks on the frontlines, in the trenches, they know what the customers are saying and feeling, yet something gets lost in the shuffle.

    I love tools and systems but it’s important to master the mundane and stick to the basics at times. When you get to those grass-roots things, then you can really figure out how to invest more time and money in the right stuff, rather than just creating mere busy work for yourself, right?

    Great work here, Jessica! ^_^

    • That’s right Yomar! It’s always exciting and fun buying new tools and gadgets, but once you do your homework, you’ll have a better idea of what tools you *really* need.

      And thank you very much for the very thoughtful comments! Good point about being techy. It’s easy to get caught up in your knowledge of the product, and miss out on how the customer sees it.

  6. It’s not always about the tools but about the right questions :)

    Nice post!

  7. [...] her guest post, 3 Invaluable CRO Resources You May Be Missing – No Fancy Tools Required, Jessica reminds us that our internal reality/perspective about our product may be very different [...]

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