Customer interviews

Perhaps the most valuable research tool at your disposal. These conversations reveal not just what your customers think, but how they feel about your solution and the problems it solves.

You can ask them any question you like, which is a double-edged sword. You need to remain focused with your interrogation.

If you have a specific issue you need help with, you can get an answer. How great.

The key to successful customer interviews lies in speaking with both recent customers and those who are currently evaluating your solution – the prospects.

Recent customers can articulate what finally convinced them to choose you.

Prospects can highlight current objections and concerns that your page needs to address. This is especially important if you are looking to work with a different customer set, or move into a new industry or sector.

When conducting customer interviews, focus on uncovering:

• The specific problems that drove them to seek a solution
• How they’re currently handling the problem
• Their evaluation process and key decision criteria
• Alternatives they considered during their search
• Concerns or objections they needed to overcome
• The exact language they use to describe their challenges

Start by interviewing 5-7 customers who converted in the last three months.

Schedule 30-minute conversations and ask open-ended questions like:

• “What was happening in your business that led you to look for a solution?”
• “What concerned you most about making this purchase?”
• “What finally convinced you to choose us?”
• “What information did you look for when evaluating solutions?”
• “Was there anything missing from our page that would have helped your decision?”
• “How did you use our product page during your evaluation process?

Record these conversations (with their permission of course. Don’t go all Baby Reindeer on them!) and look for patterns in the language used and problems described.

These patterns will become the foundation of your page’s messaging and structure.

Remember: The goal isn’t to gather positive feedback.

As much as we love to hear how great we’re doing. You want to understand the complete journey, including all the doubts and objections along the way.

This understanding will help you create a product page that naturally guides prospects through their purchasing journey.

Making sense of all of this data:

You’ll receive a lot of information from your ideal customers, but the important part is making sense of it.

We’ve supplied some Figma assets on this link which will allow you to do that. First, we have the classic persona document:

Then we have an empathy map template:

Then we have a purchase journey template:

Now we’ve gleaned some insights from your customers, it’s time to chat with the sales team. Our next research data point…