In the KNO Vol. 10
Each week, we’ll be sharing the best consumer behavior stats, attribution data, and actionable insights gleaned from our wild, raw survey data.
These are powerful tools – do with it what you will (but always use your superpowers for good.) 😂
In the KNO today:
- We need YOUR help!
- The #1 reason our customers use post purchase surveys.
- Here’s how to tell if your brand strategy is working.
Before we get into it, can we ask you to do a 2-minute favor for us?
Shopify Partners…
- Are you loving KnoCommerce?
- Did you discover a brand-changing insight?
- Have you been able to scale a hard-to-track channel using our app?
Your story helps us improve our app and reach more people who need consumer behavior insights! Head over to Shopify and leave us a review.
Not on Shopify?
We still want to hear from you!
- Are you loving KnoCommerce?
- Did you discover a brand-changing insight?
- Have you been able to scale a hard-to-track channel using our app?
Your story helps us improve our app and reach more people who need consumer behavior insights! Head over to Shopify and leave us a review.
The #1 reason our customers use post purchase surveys
Confession: the most beneficial thing we’ve discovered from having a post purchase survey isn’t the behavior trends, attribution discovery, or even consumer insights…It’s the ability to see through your own blind spots.
After all, we are humans who sell to humans…which makes us highly susceptible to using our own biases when making decisions (especially in marketing).
The power of surveys really shines here. Having this data makes it impossible to head in the wrong direction…because surveys give you a map around your customer’s mind.
This was the case for this brand – a big player in the gifting space. After marketing to their audience for several years, they knew quite a bit about why their audience was purchasing from them.
They just didn’t know how to message that need correctly. So they ran a survey aimed at discovering what their customers valued most and found this…
Of the 727 responses gathered, almost 30% said they valued the emotional aspect of the product over quality, convenience, price, and personalization.
They purchased because it made them feel good to make someone else feel good. This gives us invaluable insight into the message this audience wants to hear…and how they want to hear it:
“It’s the gift that makes you just as happy as it makes them.”
Aligning their marketing messages with this insight could make all the difference for this brand this year. That’s the power of post purchase surveys.
Here’s how to tell if your brand strategy is working
How well is your brand strategy working? Brand is one of the most commonly referenced growth factors…and one of the hardest to accurately measure. We recently helped a brand discover just how much impact their brand had. The initial survey ran for 90 days with reports showing:
- 14.51% of all NEW customers purchased because they remembered the brand from the past.
After surveying their returning customers, a whopping:
- 20.14% of RETURNING customers purchased because they remembered the brand from the past.
Customers reporting an increase in brand familiarity increased by 39% in just 3 months.
The data is clear: this brand’s brand efforts are working.
Preliminary measurement = solved. The next step will be understanding which channels their customers are using to build that recognition and double down on what’s working…
Our goal is to help you understand your customer journey without having to do it blind.
If you’re ready to take your insights to the highest level, we’d love for you to give us a try – FREE – for 14 days. Our insights are your insights.
Our favorite post-purchase survey questions this week:
1. “What do you value most when purchasing products like ours?”
2. “What do you look for when purchasing products like ours?”
3. “What are you looking to feel after solving your problem?”
Until next week.
Did a friend or data-obsessed coworker forward this to you? You deserve your own. Subscribe to KNO’s newsletter here.