The Customer Knows Best: Why Asking Is the Key to Optimisation Success

In the digital world, assumptions can cost you conversions. The secret to unlocking growth? Listening to the one voice that truly matters—your customer’s.

The Problem: We Aren’t Asking the Right Questions?

In my 15 years of optimisation, one baffling trend stands out: businesses assume they know what their customers want without actually asking them.

Imagine this: You’re in a shop selling a DVD player. A customer walks away, uninterested. Would you let them leave without asking, “What’s stopping you from buying?” Of course not! Yet online, we often skip this crucial step, convinced we know best because we designed the product, the website, or the checkout.Spoiler alert: We don’t.

The Solution: Strategic Customer Surveys at Every Funnel Stage

The best insights come straight from your audience. If you want to optimise your digital experience, surveys are your secret weapon. Here’s how to use them effectively:

1. At the Browsing Stage

• Key Questions:

  • What brought you here today?

  • What are you looking for?

  • Who else are you considering?

• Why It Matters: First impressions are everything. Understanding your customer’s intent helps tailor their journey.

2. At the Decision Stage

• Key Questions:

  • What features are most important to you?

  • What questions do you have that aren’t answered here?

  • What support would make your decision easier?

• Why It Matters: Highlighting the right features and removing friction builds trust and confidence.

3. At the Checkout Stage

• Key Questions:

  • Why did you abandon your cart?

  • Was the process confusing or broken?

  • Did you need help but couldn’t find it?

• Why It Matters: Understanding drop-off points reveals critical issues that hinder conversions.

4. Post-Purchase or Action Stage

• Key Questions:

  • What convinced you to complete the process?

  • What almost stopped you from finishing?

• Why It Matters: Identifying strengths and last-minute obstacles ensures continuous improvement.

The Outcome: Brave Decisions Driving Real Results

It takes courage to admit you don’t have all the answers. But those who co-create experiences with their customers—rather than in spite of them—see transformative results.

Here’s the reality: 90% of the most successful optimisations I’ve seen have come from listening to customers. Their feedback highlights problems you never knew existed, giving you the roadmap to fix them.

Ready to Optimise? Let’s Work Together.

At Optimise Together, we specialise in conversion rate optimisation for businesses and charities. Let’s turn your traffic into results by putting your customers at the heart of every decision.

Stop guessing. Start asking. Happy surveying!