The Leads Booster

Questions to ask your sales, onboarding team and your customers to guide a qualitative research for a CRO process.

1. Questions to ask your sales, onboarding team and your customers to guide a qualitative research for a CRO process.
   1. Questions for sales team
   2. Questions for support/onboarding
   3. Questions to ask direct to your customer
      1. >> Is it necessary to give an incentive to get answers from the clients? <<
   4. Take aways.

Implementing qualitative research during a CRO process is crucial to understanding your customers thoroughly.

One part of this research involves interviews or surveys, where you can gather information directly from the source to enhance your landing page messaging.

However, to gain the best insights about your customers, it is essential to ask the right questions to the right people.

In this post, I will share the main questions I ask to gather the best data for improving website messaging.

I group the questions into 3 target audiences:

-Sales Team
-Support/Onboarding team
-Your customers

Let’s get started!

Questions for sales team

Salespeople are in direct contact with the SQLs.

They are exposed to potential customers’ FUDs (fears, uncertainties, and doubts) and know how to address them.

The goal is to anticipate all these objections and doubts on the landing page, making the customer journey frictionless.

The process I follow involves scheduling 15-30 minute interviews with 2-5 salespeople. The number of interviews and the length of each meeting will depend on their availability and the quality of responses.

Here are 9 questions to ask your sales team:

1. What are the main problems evaluators are trying to solve?
   
2. What is the decision-making process you see? How many people are involved?
   
3. During the process, are there any “aha-moments” that bring evaluators closer to either yes or no?
   
4. What are the top-3-questions you get from evaluators?
   
5. At what point do they realize whether the product is the right/wrong fit for them?
   
6. Are there any major deterrents?
   
7. Are there any major driver?
   
8. Did I miss anything important or there is something you want to add?
   
   

Questions for support/onboarding

Both the support and the onboarding team are closely connected with the doubts your customers may have about your product and its features.

Since they are already using it, you can uncover some “aha moments” that could become part of the messaging on your page.

I use the same system I mentioned before: scheduling 15-20 minute meetings with people from these areas.

Here are the 7 main questions to ask:

1. What are the top 3 questions you receive from customers about the product?
   
2. What do you answer to these questions?
   
3. Are there any particular aspects of the product that people don’t understand?
   
4. What aspects of the product do people like the most? and the least?
   
5. Are there any major deterrents?
   
6. Are there any major driver?
   
7. Did I miss anything important or there is something you want to add?
   
   

Questions to ask direct to your customer

Let’s go to direct to the source…

Having an interview with your customer not only deepens your understanding of your ICP but also provides extra information you might have overlooked.

In this case, you can choose between a live interview or sending a survey to get direct answers from your customers.

You can also adopt a hybrid methodology, sending surveys and conducting 1-3 customer meetings.

Of course, surveys are much faster, but with an interview, as I mentioned, you can discover insights that will help you refine the entire messaging structure of your landing page

>> Is it necessary to give an incentive to get answers from the clients? <<

For surveys, I would say that in many cases—at least in my experience—it’s not really necessary to offer an incentive. You can get very helpful insights from customers who are satisfied with your product.

You’ll also receive more genuine answers this way. Sometimes, if you offer an incentive, the answers can be biased.

In the case of an interview, I would recommend providing an incentive, because the participants will spend more of their time on it, and you won’t be interviewing every single customer, so it’s worth it.

Now, let’s go back to the questions:

1. What specific need, interest or problem brought you to our brand?
   
2. What matters or which were your concerns for you in your search for this type of product?
   
3. Which other softwares did you look at before coming with us?
4. Can you describe the buying process, step by step?
   
5. What made you chose our brand over others competitors?
   
6. If you were the CEO of [your brand] what would be the first thing you would change?
   
7. What is the biggest value you see from using [brand]?
   
8. Was there anything that nearly stopped you from signing up-start the free trial/schedule a demo on our site?
   
9. If a friend ask you what the product does, what would you say?
   
10. Anything you would like to add?
    
    

Take aways.

These questions are just one part of the qualitative research that I use at theleadbooster.com to understand the audience and improve a page’s conversion rate.

For effective qualitative research in CRO, it’s also important to understand visitor behavior on the page and conduct a heuristic analysis and use some tools such as heatmaps, or web recordings.

However, this approach—consisting of all the mentioned questions—is one of the three pillars to building robust qualitative research.