Beyond the Data & How Direct Customer Feedback Drives Better CRO

Paddy here from PM Digital & Welcome to another newsletter & email of CRO & Profits. Your new source of top-tier CRO strategies and insights specifically tailored for e-commerce brands.

This is newsletter is an interesting one and one that is very underutilised by many brands. Also check out the last part for a little case study 👇

Data analysis, especially in marketing and CRO (Conversion Rate Optimization), is an interesting topic. It’s both highly objective—based on numbers, percentages, and trends—but also highly subjective in terms of how those numbers are interpreted. Here's the main issue: the same data can lead to entirely different conclusions depending on the perspective of the person analyzing it.

Data Can Be Tricky—So Value Customers and Their Opinions

It’s no secret that numbers and metrics can be interpreted in various ways. What one CRO expert or marketer might see as a success, another might deem a failure. Data is technically only as good or as useful as the person perceiving it’s metric goal is.

Combining data analysis with customer feedback provides a holistic understanding of your business.

This is where post-purchase surveys cut through the noise. They’re simple: a question, an answer, no overthinking. These straightforward insights can lead to significant tests, changes, and ultimately, more conversions and revenue.

In fact, we’ve used post-purchase surveys for multiple clients to uncover hidden issues or opportunities that led directly to improved results. Here are two stories that show how customer feedback led to real-world wins.

Case Study 1 Is all About Crafting A Headline That Speaks to the Customer

For one of our DTC clients, we realized their hero sections weren’t performing as well as they could be. The copy, layout and images used were so irrelevant to what is deemed to be the customers reasons to shop. It didn’t seem to be connecting with visitors, despite decent product engagement. We needed to dig deeper.

Our approach can be used by every brand.

Enter post-purchase surveys. Customers were asked , “What are you most looking forward to when using your products?” We offered five potential phrases to choose from, and two clear winners emerged:

“Durable manicures that last 2 weeks or more!”

“Beautiful nails - a great looking mani makes me happy”

So, this is where you speak in the language of your customers and test it…

The Test:

Using those exact phrases, we ran headline and subheadline tests on the hero sections. No extra copywriting—just their words, straight from the post-purchase surveys.

The Result:

Increase in RPV & CVR across the board as customers felt more aligned to the copy used.

By literally speaking in the language of their customers, we were able to boost conversions.

Case Study 2: A Simple PDP Update Saves the Day

The Challenge:

For an apparel brand, we noticed something strange in the post-purchase surveys. Customers consistently complained, “I couldn’t find the size guide.” This wasn’t something our heatmaps or session recordings picked up, but customers clearly had trouble finding this essential info.

The Approach:

We didn’t just let this slip. We ran a test by adding a size guide popup directly to the product detail page (PDP). The goal? Make the size guide easily visible without forcing customers to search for it.

The Result:

This simple addition led to a 7% lift in conversion rate, 14% life in revenue per visitor and reduced product returns. It was a clear win—customers found what they needed without extra hassle, and this created more confident buyers.

Why Post-Purchase Surveys Matter More Than You Think

Numbers alone won’t always tell you what’s actually going on in your customers’ minds. Here’s why post-purchase surveys are a must in your CRO toolkit:

1. They Reveal Insights That Analytics Can’t: Heatmaps and session recordings give you an idea of user behavior, but they don’t tell you why customers acted that way. Only direct feedback from customers can.

2. They Help You Craft Messaging That Hits Home: When customers tell you why they bought, they’re giving you the exact copy that will resonate with future buyers. Use this data to fuel your tests.

3. They Identify Invisible Friction: Many small details, like missing size guides or unclear shipping info, can easily slip through the cracks. Post-purchase surveys help you find and fix these friction points before they cost you conversions.

Turning Feedback Into Actionable Tests

The beauty of post-purchase surveys lies in their simplicity. Customers tell you what’s working and what isn’t, and you can turn that feedback directly into CRO tests that improve the experience for future visitors.

Here’s a step-by-step approach to using both data and customer feedback effectively:

1. Identify Key Metrics: Start by analyzing your critical metrics (conversion rate, AOV, customer acquisition cost) to understand what’s going on with your site or campaign.

2. Ask the Right Questions: Based on the data, craft a few targeted questions for your customers. Example: If your cart abandonment rate is high, ask, "What almost stopped you from completing your purchase?"

3. Cross-Reference Results: Compare your survey responses with your data. If you see that many customers mention the same issue (like unclear return policies), you can connect it to an uptick in abandoned carts during the checkout process.

4. Test and Adjust: Armed with both data and direct customer insights, you can run more targeted and effective tests. These tests will be informed by real-world pain points instead of educated guesses.

Here’s how you can do it too:

1. Survey Your Customers: Ask them what made them buy, what almost stopped them, and what they didn’t like about the experience. These questions will uncover pain points and give you real-time feedback. Survey post purchase, ask the past 180 purchasers and also ask customers who haven’t purchased but are on your email list questions.

2. Use Their Language: Don’t overcomplicate your copy. The best headlines, subheadlines, and product descriptions often come straight from your customers' mouths.

3. Solve Problems You Didn’t Know Existed: If customers keep mentioning the same issues (like our size guide example), test solutions immediately. These insights lead to quick wins that can drive significant results.

Final Takeaway: Data, When Used Correctly, Can Be a Goldmine

While raw data and analytics give you a foundational understanding of what’s happening on your site, it’s your customers’ voices that provide the deeper insights. By combining hard data with post-purchase surveys, you can develop a testing strategy that speaks to real customer desires and frustrations. This approach is how you turn everyday visitors into loyal, repeat customers.

Every test you run, every tweak you make, is part of a larger feedback loop. By combining numbers with customer voices, you can create a continuous cycle of data-driven and customer-validated improvements. This ensures that you're not only interpreting your metrics correctly but also addressing the right issues to maximize revenue and conversions.

In summary, while data analysis gives you the 'what', customer surveys give you the 'why', and when combined, they provide a clear roadmap for creating more profitable and customer-centric strategies.

Post-purchase (PP) surveys provide clear, actionable data straight from the people who matter most: the customers. They give you insights that raw data can’t, helping you understand the why behind the numbers. Today, we’re diving into how PP surveys led to some game-changing tests for two brands. From crafting headlines that speak to customers in their own words, to making critical PDP updates that won big, we’ll walk you through exactly how we did it.

LEARN, HYPOTHESIS, TEST, REPEAT.

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