Creating and publishing valuable, relevant, and consistent online content is a great way to attract and retain a clearly defined audience. It’s also one of the key ways in which digital-first businesses drive online conversions – such as signing up for a demo or making a purchase. But you don’t need a lesson from me on the value of content. If you’re reading this post, you’re probably looking for ways to optimise your existing and future online content. And I have good news for you… you’re at the right address.
As a Content Marketer, I know how first-hand challenging it can be to produce useful and engaging content for your audience. There’s lots of legwork involved, from keyword research and extensive outlines, to actually writing content that hits home for your readers. And while these steps are all necessary to the process, there are other ways in which you create and maintain content that will convert. Let me introduce you to user feedback…
According to Sweor,
38% of people will leave a website if it fails to produce attractive content
What is user feedback?
If you’re not already familiar with user feedback, let me quickly break it down for you. User feedback is essentially data collected from websites, mobile apps and/or within email campaigns. This data expresses their reaction to a product, service, or their overall experience on any of these digital channels. These insights are then used by various digital roles – such as digital marketers, UX designers, web analysts, mobile marketers, and more – to improve the online user experience.
Read also: The Complete Guide to User Feedback
Companies that invest in their customer experience program outperform those that don’t by nearly 80%
Forrester, 2019
User feedback for online content
In addition to improving things like website UX and design, user feedback can also be used for online content – whether that’s on your website, in-app or within email campaigns. This type of feedback gives organisations the insights they need to optimise all types of online content, such as product content, homepage content, online support pages, blog content and email campaign texts.
User feedback opens doors to insights such as customer pain points and hesitations, elements that inspire customers to take action, missing page elements, ambiguous copywriting, and even details about various customer personas.
The question is, how do you collect this feedback exactly? Luckily for you, we’ve laid out a number of content feedback templates below to help get you started…
User feedback is a powerful tool for improving conversions
See how Allianz unlocks key to conversion optimisation with customer feedback
User feedback survey templates for online content
There are several ways to collect feedback on your online content, depending on your goals. Here are some of the main reasons organisations collect feedback:
- Better understand your readership and general content
- Learn more about on-page content (i.e., FAQs, blog posts, etc.) with embedded surveys
- Gather in-the-moment feedback on your content with modal surveys
- Understand usability errors that affect the quality of content
Let’s take a look at each of these individually.
1. Better understand your readership and general content
Understanding your audience is step one in producing high quality and relevant content, which is why it’s important to learn more about what these readers want from your content. What do they want to learn? Why are they reading your content in the first place? What is their role? These are the kinds of questions you can ask.
Example of a feedback survey about reader personas:
And then for more general content, you can deploy the following types of surveys
Example of a feedback survey asking for ways to improve:
Alternatively, you can try a relatively new-to-market conversational marketing approach: conversational feedback. This type of feedback allows organisations to collect feedback in a way that is casual, fun, and personal, allowing customers to really open up. The result? Increased response rates and even richer insights.
Click here to learn more about conversational feedback.
Example of a conversational feedback survey collecting feedback on the FAQ page:
2. Learn more about on-page content
In order to learn more about the performance of on-page content, you can quickly and easily add an embedded survey on the page
Add embedded surveys to any content-rich page (i.e. blog posts, FAQs, product pages, support pages)
Example of a feedback survey at the bottom of a support page:
Example of a feedback survey at the bottom of a blog page:
Or use embedded surveys in your email campaigns:
Learn more about how to deploy user feedback in your email campaigns here.
3. Gather in-the-moment feedback
Unlike embedded surveys, organisations can also leverage feedback surveys that are presented (proactively) in modal or as a slide-in survey. These are often surveys that are triggered depending on the visitor’s behaviour, i.e. scrolling or spending a certain amount of time on the page.
This type of feedback will help you capture more relevant feedback from your visitors. For example, visitors who have spent a longer amount of time on a page are more likely to have read through the content in detail, whereas a visitor who just scanned the page in a few seconds probably doesn’t have any meaningful feedback to provide (yet).
Example of how an organisation might set up this feedback trigger in the Mopinion platform:
Example of the feedback survey (in modal) displayed on the page after 30 seconds:
4. Understand usability errors that affect the quality of content
Lastly, you can gain a lot of insight from gathering feedback on visual elements of your website or mobile app. This will not only make content more enticing for the reader (i.e., less textual ambiguities and/or typos), but also help with the usability and design of the page (i.e., imagery).
Example of a feedback survey with visual feedback:
Start racking up those conversions!
Whether organisations know it or not, online content largely defines the success of your business. Think of it this way: your website is often the first chance you have to market your company’s products and services to your customers. So why wouldn’t you make it a priority to have the best website content out there?
Not only does it give viewers an instant impression of the quality of your company, but it also directly affects how successful your customers are in finding what they’re looking for. The quality of your content might even make the difference between making a sale and your customer going elsewhere.
Ready to start optimising your online content with user feedback?
Ready to see Mopinion in action?
Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.
