Most D2C marketers ask the wrong questions.
Be it acquisition, conversion, or retention. You need to find answers to only these 4 questions.
- What stopped them from buying today?
- What made them buy our product instead of our competition?
- Why are they buying again?
- Why did they stop purchasing from us?
4 Questions To Know Everything About Your Customer
What stopped them from buying today?
It’s a question for 95% of your website visitors.
They didn’t buy it today.
Use pop-ups to understand more about their goals and pain points.
Collect zero-party data about their buying needs
Ask common objections in cart abandonment flow or welcome flow.
Use onsite surveys using Hotjar
The goal is to uncover their objections and address them before they leave silently.
What made them buy our product instead of our competition?
That’s for your first-time buyers.
Run post purchase on the thank you page.
Send post-purchase surveys over email
The goal is to uncover the benefits or needs.
Exact reasons customers care about. Not you or your founder cares about.
What pain points are they looking to solve using your product?
Include the same points in your marketing.
Why are they buying again?
That’s for your repeat buyers.
One-on-one interviews are best to understand their reason for being loyal.
People repeat purchases for multiple reasons.
Those reasons might be different from the first purchase.
Maybe they like your service.
Maybe they like your policy.
Maybe they believe in what you stand for.
It’s more about the community and less about the price.
But make your own understanding.
Do more of what your most loyal customers value.
Why did they stop purchasing from us?
That’s for your lapsed customers.
Send survey over email/SMS.
Conduct one-on-one interviews with your lapsed customer. It’s more effective.
Go deep in understanding why it didn’t work for them.
Maybe it’s the promise. Maybe it’s the wrong target audience.
Work on improving the product or aligning marketing efforts.
Understanding these 4 questions will unlock a world of wisdom.
Let me know your favorite question in the comments