How To Turn Voice Of Customer Research Into High-Performing Copywriting

Whether you’re a copywriter or a business, the secret to creating messaging and copy that resonates with readers, increases conversions and sales, and strengthens brand positioning lies in a resource that you already have. Customers.

Why Should You Research Your Customers? (You Already Know The Answer)

Marketers are an odd bunch. When we’re not hard at work, we’re thinking about work, pretending not to think about work, or simply taking time out to “relax” (while reading about work-related stuff).

Marketing is an insatiable beast that demands you always pay attention in case you miss a nugget of info that could scale your business. But behind the latest trends, courses, and other shiny objects, there’s one thing that will always make your campaigns better.

Yep, it’s our old friend: voice of customer research!

Why Voice Of Customer Research Is Essential To The Success Of Your Copy

Talking and listening to your customers is essential to every part of your business. But while we all know it’s essential, we don’t often know where to start, which direction to take, what to ask, or what to do with the information once we have it.

With the rapid growth of online business in every industry—and market shares growing smaller as new companies enter the arena—I can’t stress enough how voice of customer research is more important than ever.

Customer insights help you step outside of your business to see how people really experience your products and services. They can give you extremely helpful info into their buying decisions, pain points, and why they chose you over competitors.

And, despite what you might think, your customers don’t actually mind being surveyed, called, or emailed to share their thoughts on your services. Some of them will even jump at the chance.

Crazy, huh?

When you’re growing a business, it’s all too easy to get stuck in your own head with a pile of assumptions and biases. You have ideas about what matters to your customers, but all too often those ideas are skewed.

Without voice of customer data, the messaging on your landing pages runs the risk of being too abstract or missing the point completely.

Are you clear about what you’re selling, what the benefits are, or if those things are even a relevant selling point for your ideal customers?

This early page from ZenDesk is a classic example:

From the header copy, it’s almost impossible to tell what this company does. And the imagery doesn’t help. Why are a diver and an astronaut hanging out here? How (and why) are they trying to build a business relationship?

A customer support tool is the last thing that springs to mind when you land on this page.

Collecting voice of customer data makes sure your landing page avoids confusion like this with messaging that’s clear, specific, and targeted at your ideal customers.

Where Do You Collect Collect Voice Of Customer Research: 3 Paths to Success

In your research, you’re aiming to capture your customers’ thoughts, feelings, and emotions—in their own words.

This helps you join the conversations that are already happening in the minds of your audience, and see exactly how to create landing page copy that will meet them where they are—whether they’ve just realized they have a problem or are hovering over your “Buy Now” button.

The simplest ways to get this “inside” information are:

Online data mining/social listening
Surveys
Interviews

By looking at these three different datasets, you can triangulate your research to draw better conclusions about your buyers. This also ensures you have enough data to make accurate hypotheses about user behavior.

You should be investigating the experiences, needs, and desired outcomes of your:

Existing customers
Past customers
“Almost” customers
Competitors’ customers

Talking only to existing customers who are satisfied with your product and services gives you a one-sided view of your business. That’s not juicy enough!

Past customers can give you an insight into things that might need fixing, such as why people churned out or switched to another product.

“Almost customers” might be people that signed up but didn’t use your product, or took a demo but decided on another solution. Talking to this segment can help you figure out what their blocks and hesitations were, and why they chose not to take things further.

Don’t forget to check out your competition. Looking at competitor reviews online can reveal some interesting facts, like how their customers are feeling let down, or what’s not working with their product. This can enable you to position yourself favorably against a competitor’s weak spots.

If you’re not doing voice of customer research (and actually using it once you’ve collected it), the messaging you’re putting on your landing pages might be more wishful thinking than reality.

Once you start carrying out customer surveys and interviews, you might find disconnects in your landing page copy that cause confusion or even drive away potential buyers.

You should absolutely invest time and energy into research and analysis, not just to improve your page conversions but every other aspect of your business as well.

And best of all…

You’ll never have to tear your hair out again wondering what to write on your landing pages—because your customers will have given you everything you need.

Here’s how to get started.

Online data mining and social listening

Social listening doesn’t have to be creepy..

Online research is simply a way to find out about the problems and questions people have that are relevant to your product or service.

These include things like:

Struggles with life or work
Motivations to find a solution
Problems with existing solutions
Specific features people are looking for
Hesitations about purchases or sign-ups
Desires that drive purchases
Outcomes that drive further purchases

If you don’t have the time to run and analyze surveys and interviews to get these answers, there’s always review mining and social listening. Both are excellent ways to get inside your customers’ heads.

Reading through reviews and social forums gives you a window into your customers’ thoughts and feelings towards your business, your competitors, and your wider market. It’s a bit like spying on your ideal audience, but in a nice way—not in a “phone the police” kinda way.

First, figure out where your specific audience spends its time online. Depending on your industry, you might look at places like:

Review sites: G2 Crowd, Capterra, Trustpilot, Yelp, Tripadvisor
Forums: Reddit, Quora, or industry-specific forums that your ideal customers might hang out in.
Social media: LinkedIn, Twitter, Facebook, Instagram
Slack channels: public or paid groups
Book/product review sites: e.g. Amazon and Goodreads. You’d be surprised what people include in their reviews on books and products that are related to your industry. Amazon in particular can be a goldmine for this.

Pro tip

If you’ve never done online customer research and you’re thinking, “Helllllp, I have zero idea where to start,” Joanna Wiebe of Copyhackers has a super handy tip that’s especially helpful for companies who don’t have many (or any) customers yet.

“Research is a pretty serious thing—but when you’re starting out and going lean, focus on using at least two data sources before you make a call on any insight.

One such data source that’s easy and fast to get into is online review mining. The idea here is to mine customer reviews for your product and products like yours/competing products. (You can do this with solutions, services, etc.—not just products.)

Here’s the fast way to do it:

Type this in your Google search bar: site:amazon.com inurl:“product-reviews” “tired of” “keyword”—but don’t hit enter yet.
Replace the keyword with the problem your solution solves. For example, “acne.”
Hit enter.
Take a look at all the problems people have that bring them to seek out solutions like yours.

You’ve now collected a bunch of “voice of customer (VOC)” research… from the comfort of your desk. Even if you have no customers yet.”

You’re looking to capture your ideal customer’s voice verbatim. Reviews and social media are places where you’ll find them speaking naturally about what makes your product or service so appealing.

Surveys

The best landing page copy can be stolen straight from your customers’ mouths. Surveys are a perfect way to capture how your audience speaks, and this is what makes your marketing messages feel real.

If you can use your existing customers’ exact language on your landing pages, it’s an easy way to make sure they feel understood, and that increases the likelihood of them taking up your offers.

When you run a survey, the key points to remember are to:

Start with the goal of your survey first.
Create the right questions to help you reach that goal.
Ask open-ended questions for deeper insights.
Avoid asking “loaded” questions to reduce potential biases.
Keep it short: Aim for one question for on-page surveys, and up to five questions for online surveys.

Survey responses can help you find disconnects in your existing copy, and you might discover brand new ways to frame your product and offer that you’d never considered.

Steal these 7 survey questions! [note: these can be used interchangeably with interview questions]

To find the exact words and phrases you need for high-performing copy, you need to ask the right questions.

For the purpose of creating your landing page copy, questions should be open-ended, not questions that can be answered with a simple “yes” or “no”.

Here are some key questions to get you started running surveys like a champ: You can set these up using popular online survey tools such as SurveyMonkey or Typeform.

1. Can you describe our product/service in your own words?
This helps to clarify your unique value proposition.

2. What was going on in your life/business that made you look for a product or solution like ours?
This answer will reveal your customers’ pain points and the problems they needed to solve at the time they found your product.

3. Did you try any other products before ours?
When you write copy for your landing pages, knowing the buyer’s stage of awareness and market sophistication is critical. This question will help you get clearer on those things.

4. Why did you ultimately decide to choose our product over anyone else?
This will give you useful insights into your company’s specific hook or appeal to customers.

5. Did you have any initial hesitations before you signed up for our product?
One of the most important barriers to conversion is confusion or anxiety about something they read (or can’t find) on your page. Missing or confusing information can make customers hesitant to buy, or drive them away altogether. Once you address these problems in your copy, it makes it easier for people to say yes to your offers.

6. How has your life/business changed since you started using our product?
Has your product solved the customer’s initial problem or pain that they were looking to overcome? What was the outcome of using your product? These answers can be framed in your copy to drive conversions. This particular question can also be a goldmine for snippets you can turn into testimonials to boost the social proof on your pages.

7. If a friend asked you why they should use our product/service, what would you tell them? This is a fantastic question to draw out more benefits and outcomes that a customer found from using your product. Even though it’s similar to #6, the answers can be surprisingly different.

Customer Interviews

Interviews are the gold-plated, jet-powered Lamborghini of customer research. Personal one-on-one calls with your customers get you the absolute best voice of customer data because you can direct these conversations on the fly to pull out juicy nugget bombs for your copy.

The main points to keep in mind are:

Keep them to around 15 minutes long to encourage customer buy-in.
Have some scripted questions ready, but don’t feel bound to them.
Take the chance to dig deeper into anything interesting that surfaced during your online review mining and survey rounds.
Treat your customer interviews like a conversation—not a Q&A session.

Your customers aren’t numbers or dollar signs. They’re not points on a graph. You’re talking to real live humans that have gone on a pretty fascinating journey with your company. Without them, you wouldn’t have much of a business. Like, probably no business.

It’s super important that you give your users plenty of space to speak during their interviews—while you listen to and learn from them. You’ll find that all the best stuff comes out when you’re not talking.

If you’ve never done customer interviews before and you feel intimidated by the process, Joel Klettke, conversion copywriter and founder of Case Study Buddy, shares his thoughts on how to run successful interview calls when you first start out:

“Success on customer interview calls comes down to two simple things: prepping yourself, and prepping your customer.

Before the call, make sure you’ve reviewed the pertinent details on the customer and come up with a smart set of base questions you’ll work off of. These questions are NOT your script—and you should never just read them off robotically. The questions exist to help you structure the call and explore the “big ideas”—but you should go in expecting to deviate from these questions to get the details you need.

In terms of prepping the customer, make sure you send them those base questions ahead of time, especially questions surrounding any sort of results or success metrics you’d like to discuss. This does two things: gives them time to pull that data, and sets them at ease about what they’ll be asked on the call.”

What you essentially capture with 1:1 interviews is a very natural, human train of thought. You’ll get a detailed conversation around the needs, desired outcomes, and problems that your customers were experiencing at various stages of their journey with your brand.

When you include these carefully chosen interview snippets and words on your pages verbatim, you create a powerful first impression when a new visitor lands there.

It’s like you’ve magically ready their minds. You speak their language. You even use the exact words they use. With your new copy you can establish interest and trust in your brand from the moment someone lands on your page.

Pro tip

Josh Garofalo, conversion copywriter at Sway Copy, shares his #1 question for customer interviews, and how this can be used to improve your copy and product positioning.

“I cut my teeth at a SaaS startup in 2012 and one thing has certainly changed since then…

Competition. We’ve all seen that graphic showing all of the different SaaS companies grow more and more crowded each time it’s published, right?

So, I like to ask:

“What were you using or considering before you chose [client’s product], and why did you ultimately choose [client’s product]?”

This is followed by multiple “whys” and “hows” to really understand why my client’s product won.

I use what I learn from these interviews:

– To claim an advantageous position for my client’s SaaS product. Most SaaS companies don’t even attempt to intentionally position themselves, so there’s an opportunity here.

– To decide which capabilities and benefits to emphasize.

– As fodder for vs. competitor landing pages, because pointing out why your product is superior is more convincing when you have customer testimonials backing up each statement.”

Bonus prompts to help you dig deeper into questions

When you feel like there’s more to be said after one of your interview questions has been answered—or you want to circle back to something a customer mentioned—you can lean deeper into these points by asking:

Why does that matter?
What did that make possible for you?
Can you tell me more about that?
How did that make you feel?
You mentioned [a certain point], can you explain that in more detail?

How Much Research Do You Need?

Clients and fellow copywriters frequently ask me about the amount of research they should be collecting.

When should I stop collecting the information?
How do I know if I’ve found all the things I need?
We’ve only got eleventy-billion hours of customer interviews, is that going to be enough?

The answer is…that there is no exact answer. Without getting all woo-woo, you’ll get a sense as to when you’ve got enough.

When you’re seeing the same words, the same motivations, and the same outcomes popping up over and over in the data, that’s a good sign you have enough to work with.

As a guide to stop you from going too crazy, this is my sweet spot for customer research:

5-7 customer interviews
100-200 survey responses
50-100 online reviews/comments

Once you’ve gathered everything you need, it’s time to analyze!

What Should You Do With Your Voice Of Customer Research Once You’ve Collected It?

Spoiler alert: Your voice of customer research isn’t going to help you if you don’t USE IT!

Always record your interviews so you can pay full attention to what your customers are saying on the call. You can transcribe the calls with online tools such as Descript or Otter.

Copy and paste the most magnetic snippets from your interviews, surveys, and online research word for word into a document. Use whatever platform you’re comfortable with. I use Google sheets, but you can also try apps like Airtable or Notion.

Resist the urge to paraphrase. Using the exact words your customers use helps you talk like they talk when you’re writing your pages. This is where the magic of conversion copywriting lives.

Make a list of words that your customers frequently use

You need to understand the exact language of your customers, so finding these words is really important to help you connect with your audience. This also helps develop your brand voice. Do they use a lot of jargon? Or slang? Do they use casual language, sassy, or high-level formal language?

It’s important to know the nuances of how your customers speak so you can mirror this in your copy. You can copy and paste your voice of customer data into a free tool like Word Clouds to quickly identify common words.

Find the “sticky” messages

Not as gross as they sound, these phrases are the ones you need to look for as you dig through your data. But what is a “sticky” message? And how do you know if you’ve found one?

Strategy expert and copywriter Jen Havice, who literally wrote the book on how to turn the voice of customer research into high-converting copy, says:

“When I’m doing voice of customer research, I look for those recurring messages that tap into the drivers behind customers’ behaviors and get to the core of why they do the things they do (or don’t.)

Within those recurring messages, the stickiest ones cut through the clutter and grab your attention. They’re dead simple to understand, concrete, and entirely relatable. Ultimately, they inspire action – moving your visitors down the page and giving them every reason to take the next step.”

You’re particularly looking for things your customers are saying about:

Pain points: Why did they seek out a solution like yours?
Hesitations: What almost stopped them from becoming your customer?
Needs/desires: How did they feel your product would help them reach their end goals and fix their problems?
Outcomes: How did things improve for customers after they bought from you?

In your document, create columns for each theme you’re tracking, such as pain points and outcomes. Paste every phrase, word for word, that matches up with each theme until you’ve got a column of phrases talking specifically about pain points, a column talking about outcomes, and so on.

Develop your brand voice

Now that you’ve identified your VOC and are ready to start building your landing pages, it’s important to keep your positioning and brand voice in mind.

If you haven’t put much thought into developing these for your business, customer research can play a huge part in dialling in your points of difference and standing out from competitors.

Voice of customer data helps you create benefit-driven landing page copy using more natural language. B2B and SaaS copy can get weighed down with industry jargon and long lists of features that send readers to sleep instead of getting them excited to buy. But it doesn’t need to be this way.

Brand voice expert Justin Blackman of Pretty Fly Copy says:

“Most writers say you should incorporate Voice of Customer into your copy. They’re not wrong. But there’s more to it than that. A brand voice should reflect your customer’s voice. And in a reflection, left is right.

Match your customer’s voice with a complimentary response. If your audience is new, show them you’re experienced. If they’re lost, keep your tone soft and supportive. If they just have a simple question, give ‘em a simple answer.

So, while yes, customer language is important, it’s often the counter-balance that builds the trust. Brand voice is an orchestrated dance where one person has to lead—and sometimes it may not be you.”

Positioning

To get clarity on your positioning in the market—and why people should buy from you instead of those other guys—you can ask your customers targeted questions to help you get clear on:

The core problems you solve
Your target audience and/or segments
How you’re different/better than your competition
The results and outcomes people can expect from using your product/service

Pro Tip: For expert guidance on using voice of customer research to improve your brand positioning, I highly recommend April Dunford’s book Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

How Should You Apply Customer Research to Create the Perfect Landing Page?

Ever sit down to write things for your business and your mind goes instantly blank? Trust me: This is completely normal. Even for professional copywriters (please don’t tell anyone).

The legendary “blinking cursor of death” is real, but with customer research on hand, you have exactly what you need to start getting words down on your page.

Not just any words, but the right ones.

Once you’ve bucketed all the quotes and words you’ve collected, it should become clear where your current copy might be missing the mark in terms of things like:

Addressing pain points.
Getting clear on your value proposition.
Showing the true benefits of your product and services to your audience.

But first, you need to decide who your audience is.

Who is the “one person” you’re talking to on your landing page?

Landing pages get the best results when you write them as though you were talking to a single person. Who are they? How did they find your page? How is your offer relevant and compelling to them as an individual?

The more specific you can get with this messaging to your one reader, the better your page will perform.

You then need to consider the 5 stages of awareness in relation to this person. What do they already know about you and your product or service? Are they:

Most Aware: These are your existing customers, or those who have done their research and comparisons and are ready to buy from you.
Product Aware: They know about your product, but they’re not sure if your solution is best for them.
Solution Aware: These people know about solutions like yours, but don’t know about your specific product. If you’re a startup, many of your potential customers will fall into this category.
Problem Aware: Prospects that know they have a problem, but they’re not aware of any possible solution yet.
Unaware: These are potential customers who have a problem—they just don’t realize it yet. They’re struggling along without knowing your product exists to make their lives easier.

Understanding the five different customer segments that might land on your pages, you can create specific variants that speak clearly to each of them.

“Unaware” prospects can be targeted with top of funnel messaging, and “Most Aware” with landing pages that are closest to driving a sale.

For most landing pages, you’ll typically be targeting people in the problem or solution-aware stages.

Messaging hierarchy

When you’re laying out your pages with all your nicely organized voice of customer data, you need to decide on the best flow and structure for your messages.

Does the first section lead smoothly into the second, and third, and so on?
Are you answering your reader’s questions and objections in a logical way?
Does every piece of copy on the page have a purpose?

In the Copyhackers Sweatblock case study, the new landing page they created to test against the original home page doubled conversions for the brand, simply by using this specific messaging hierarchy framework:

^^ This is a solid framework to use as a starting point for your landing page copy.

It helps your page read more like a simple, logical conversation between you and a potential customer. There’s a beginning, middle, and an end, with ample opportunity to include the social proof you need to overcome buyer objections.

The top 10% (header section) should reflect the stage of awareness of the buyer, and the messaging should match where that buyer came in from (e.g. Facebook ad, blog post, or Google search) to ensure there is no disconnect between your landing page and the initial referral point.

Header sections

Header sections are often the first point of connection with your prospects. They hook people in and get them to keep scrolling down to the next sections. People lose interest fast when they’re online, so if your header isn’t clear and specific, they often won’t bother reading past this.

Basecamp’s current header section suggests they’ve done a fair bit of customer research. There’s a massive wall of text here—which goes against current best practices—but it works in this context. The sheer amount of customer voice they’ve jammed into this section is pretty impressive.

You can see how all of the header copy might have been pulled directly from reviews, surveys, or interviews and pasted straight into this section verbatim. The header, the subhead, the testimonials—they’re all things that can easily be lifted word-for-word from customers.

For example, the headline might have been taken straight from an answer to a question like “describe our product in your own words.”

The subhead directly states the “before” and “after” scenarios for customers. The “before” text could be pulled from the snippets that were collected around pain points. The “after” copy could be constructed by asking people how their lives got better after using Basecamp.

Testimonials and social proof

When it comes to your landing pages, voice of customer research keeps on giving—and powerful social proof is one of those gifts.

A Nielsen study showed that 70% of people trust recommendations from people they’ve never met. Including testimonials that you’ve collected from your research can move customers towards taking action and feeling confident about their decision.

Social proof can be sprinkled around your landing pages. It is especially effective when used near friction points on your pages such as pricing, form fields, and CTA buttons. Below is an example of how this has been used in the header section of a Pipedrive landing page.

Further down the landing page, next to the friction points of the CTA and pricing, Pipedrive used more testimonials to reinforce the value customers find in the product. This reduces objections to getting the click.

When you’re pulling customer quotes from your research to use as testimonials, remember to:

Ask permission first.
Make sure they’re believable.
Make sure they’re relatable.

Choose quotes that reflect the value and outcomes people experienced after using your product. To increase persuasion, try to include a headshot of each customer.

Talk like your customers talk

When you’re writing copy, it’s important to speak like your customers to connect with them—no matter which industry you’re in, and no matter where in the world your customers are.

And yes, this is okay even if you’re an enterprise company. Don’t alienate your customers by drowning them in lists of features, dry corporate jargon, and boring B2B-speak. Don’t ever be afraid to use your customers’ natural language.

This is the header of a geographically targeted landing page for Australia and New Zealand. While most of the world has moved on since 1983, we still use the word “ace” as part of our local dialect down here.

If you’re doing geo-targeting with your ad campaigns and landing pages, interviewing and surveying customers from these specific places can give you excellent sticky language snippets to power up your pages and help you connect with a localized audience.

RIPA Global uses a similar tactic. In this page snapshot, they’ve woven in localized slang “easy as” and “we’ll sort the rest” that everybody in New Zealand will think is “totally choice, bro”—but which might leave the rest of the world feeling a little confused.

What’s Next? (Always Be Testing)

Customer research never ends

Remember that your page copy isn’t a one-and-done solution. Customers change. Markets change. Your business is constantly evolving.

The frequency of your research rounds will depend on your customer journey, growth rate, direction, and market. You might choose to only run interviews and surveys annually, or quarterly if you’re growing fast, changing direction, developing new products, or testing new markets.

Regular customer analysis ensures your messaging and positioning is always in the right place to drive the best possible conversions for your brand.

Limits of customer research

Despite the numerous upsides of customer research, there’s one thing many companies forget to ask themselves: Are our customers actually telling us the truth?

A recent study showed that a third of people in the UK will not give truthful answers about themselves when asked questions in surveys. I note that this study was also conducted via survey—so I’m not entirely sure how accurate those particular stats are.

Other studies have shown that 50%, 80%, or 95% of people tell the truth during customer research. But the fact remains that on surveys and in interviews, your customers could potentially be lying to you—whether on purpose or by accident.

In interviews especially, people can be affected by what is known as the Hawthorne effect: the tendency for people to change their behavior simply as a result of being observed. This can undermine the integrity of the conclusions you draw from your research.

Some of these mistruths might simply be due to your customers not remembering details. For example, you might be interviewing long-term existing customers who don’t recall what their initial pain points were or why they chose you over another competitor.

It could also be due to confusing questions, because an interview or survey is too long, or because your customers just want to please you by giving you the answers they think you need.

So what can you do?

Don’t offer incentives. This sounds counterintuitive, and maybe even controversial—because you want to encourage people to participate in your research. But when you offer those juicy Amazon gift cards or big prizes, the answers can come from people who don’t care so much about giving quality answers—they just want the free stuff. 34% of people say the primary reason they complete surveys is that they want a prize or discount.
Keep your surveys and interviews short, with clear and direct questions, to avoid customers getting frustrated or running out of time. Under 5 minutes for surveys and under 30 minutes for interviews is optimal.
Have an impartial, professional third-party person or company run your customer surveys and interviews for you.

Curious to learn more about voice of customer research?

If you want to learn more about voice of customer research and how to apply this to your copywriting, OR how to use it to find great business ideas, improve your positioning, and strengthen your customer relationships—I highly recommend you read these books:

Finding the Right Message – An essential guide for companies (and copywriters) who want to learn a proven process for turning their customer survey and interview responses into high-converting copy.

Obviously Awesome – Struggling to get your brand noticed in a crowded space? This is a must-read book on how to position your product so your marketing messages connect with your ideal customers
.
Jobs to be Done: Theory to Practice – A framework to help you learn why your customers behave the way they do, the triggers that motivate them, and the desired outcomes they’re looking for.

Never Lose a Customer Again – by Joey Coleman

Made to Stick – by Chip & Dan Heath

Resources

These are the tools I personally use to collect/organize voice of customer research, test my landing page copy, and get the job done.

Google

Think with Google: Use Google’s digital marketing insights, customer trends, and tools to give you a deeper understanding of customer behaviors, journey mapping, and buyer personas.

Surveys

Typeform: My favorite survey tool. It’s super easy to set up and customize, and it allows logic jumps if you want to fine-tune your customer replies. It can also automatically populate Google sheets with survey data, which makes it a breeze to start digging into your responses.

Qualaroo: Lets you capture visitor responses on-page. These types of surveys are most successful when you stick to one question.

Interviews

Descript.app: Record, transcribe, edit, and organize your customer interviews.

Otter.ai: Another excellent option for recording and transcribing customer interviews.

Optimization tools

Usertesting.com: Provides real-time feedback from users as they move through your page.

Five second test: Ensures your page copy is as clear as possible by measuring the first impressions of new visitors.

Wynter.com: Get feedback on your website, ad, and email copy from verified B2B testers that you can select based on their job title and industry.

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