As search marketers we invest a lot of time and effort in driving traffic to our sites. Our ultimate goal is to turn this traffic into conversions, yet quite often we prevent our users from doing just that.
When we approach Conversion Rate Optimisation (CRO) many of us leap in head first. We make lots of assumptions about what’s wrong with the site messaging and/or purchase funnel, and whilst we might be right, we run the risk of getting things very wrong indeed.
What we actually need to do is take a step back, find out what the site’s users think. Do they love the site, or hate the site? What do they think we should doing better?
I’ve spent some time testing several tools that gather this sort of user feedback and here are handful that I recommend to getting started.