20. Optimize and improve results
“What works for us may not work for you. Please do your own testing.
Your conversion rates may suffer if you copy us.”
27. How to calculate ROI
Baseline your conversions1
Tag every channel and link that you can2
Tie your interactions to conversions3
Measure your direct visitors4
Include content and team costs5
41. Questions you can ask customers
How did you first find out about [Your Product Name]?
What persuaded you to purchase from us?
How would you describe [Your Product Name] to a friend?
What prompted you to start looking for this type of service?
If you could change one thing about this website, what would it be?
What other products or services should we offer?
How would you describe [Your Product Name] to a friend?
Which other options did you consider before choosing our service?
Why did you decide to use [Your Product Name]?
Why do you use [Your Product Name] rather than the alternatives?
What would persuade you to use [Your Product Name] more often?
How would you persuade people like yourself to use [Your Product Name]?
42. Qualitative best practices
Keep it short
Only ask for answers that you’ll use
Start with open-ended questions
If at first you don’t succeed, try again!