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7 Comments

How I Learnt About My Users and Fixed My Copy in Five Minutes, for $20 (B2C)

I'm the owner of a startup and like many on here, doing it for the first time and trying to work out how to wear every hat. A few weeks back, I finished off my code to a place where I was happy and reworked my landing page, ready for the thousands of users I was going to have... wrong. I had 500 hits in a week and 0% conversion. I thought that the research I had done was enough and my proposition was strong. Clearly, I was wrong!

How did I change this?

User testing my copy via the crowd, it's that simple.

Within five minutes, I had over 150 insights about my product, realising the angle I was pitching my product at was completely wrong. This data was even segmented through age range, income, education and gender! (Perfect for Facebook advertising)

How can I do this?

Screenshot of my copy
I did this through usabilityhub.com. I picked some copy on my website which didn't explain too much, but I thought enough to display the user's needs and wants. I screenshotted this, uploaded it as a 'design' question to UsabilityHub.

I asked the users to fill out two questions:

  1. 'The product is a vehicle tracker - What questions do you have about the product, other than price?' and asked them to provide five questions they have about the product
  2. 'Why would you want to track your car?'

As a new user, I got $30 off my first order. I sent this to 25 people in the UK, costing me $20 / £14

Five minutes later, I had 150+ pieces of data and proven very wrong about my proposition. You can download the dataset from UsabilityHub in CSV and analyse it through whatever means you want.

Analysis

I took the CSV and dumped the answers into MonkeyLearn's keyword cloud generator. I find it a lot easier to visualise the outcome rather than a list of text. It came out looking like this:
A word cloud

The clear word in front of me was car theft, which isn't even on my website! Sometimes these things are obvious but need a huge piece of text in front of you to remind you about them...

Finally, I took the CSV from MonkeyLearn and charted it, to really make sure the next rewrite of my copy really hit those pain-points and to see visually where I need to focus.

An image of a graph

#TL;DR
Did user testing, found out my prop was wrong, hopefully, fixed my conversion.

Anyone else got any tips like this for B2B users?

  1. 3

    It's nice but I think this post is incomplete.

    I was expecting to see your results after updating the copy.

    1. 1

      Fair feedback - I'm going to update the copy this weekend and see how it performs over the next few weeks and then I'll post an update

  2. 2

    When are you going to use these learnings to update your product's website? It still doesn't mention "theft" or any of the keywords from above.

    1. 1

      That's a job for this weekend!

      1. 1

        Cool! Looking forward to seeing any results from the changes!

  3. 1

    Hey @MikeMiner that's really cool and I really dig your approach!

    I am a huge fan of user testing and usabilityhub as well - It's a beautiful affordable and simple to use product.

    I think you will love think aloud user testing as well as a methodology. You can use it when you want to test user journeys and go deeper into the insights.

    I also wrote a post about it, curious to hear what you think and if you find it useful :)

    https://www.indiehackers.com/post/how-to-prototype-and-user-test-ideas-in-hours-not-weeks-24fb4d8a10

    Finally if you need any UX/user-testing help feel free to ping me, happy to help!

  4. 1

    This is a pretty cool step

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