Beyond Demographics: Scale Profits Using These Next-Level Customer Insights With Jeremiah Prummer
Up Arrow Podcast · with Jeremiah Prummer · December 10, 2024 · 89 min
Summary
To scale profits beyond basic demographics, ecommerce operators need to strategically gather customer insights across the entire buyer journey. This episode highlights how to move beyond superficial data to understand true customer intent, improve attribution, and inform product development by asking the right questions at the right time, leading to better resource allocation and increased LTV.
Key takeaways
Implement a multi-question survey strategy on order confirmation pages, aiming for 3-10 questions to balance completion rates with data depth. Utilize tools that record partial responses to maximize data collection.
For advertising effectiveness, prioritize attribution questions for new customers, asking "How did you hear about us?" and follow-ups to understand specific touchpoints (e.g., "What were you watching when you saw our ad?").
Integrate 'pause' or 'action cards' into longer surveys to allow customers to opt-in for additional questions, increasing overall data collection without overwhelming all respondents.
Survey existing customers about product satisfaction, needs, and competitive alternatives to gather insights for product development and inform retention strategies.
Design surveys specific to customer journey stages: discovery and attribution for new customers, product feedback and future interest for existing customers, and churn reasons for lapsed customers.
Jeremiah Prummer is the CEO of KnoCommerce, which specializes in customer survey integrations for e-commerce brands. With nearly 15 years of entrepreneurial experience, he started in e-commerce building extensions for WooCommerce. Jeremiah specializes in conversion rate optimization and zero-party data. In this episode… When it comes to customer service, many brands don't elicit sufficient feedback to improve the experience. Asking detailed questions in comprehensive surveys offers rich insights and data. How can you leverage this information to drive conversions? Rather than relying solely on customer reviews to gather information about their experiences and service levels, data and attribution expert Jeremiah Prummer suggests integrating surveys at various points during the customer journey. For instance, you can provide post-purchase and abandoned cart surveys with multiple open-ended and specific questions, including why they made the purchase, detailed information about their experiences, and where they heard about the brand. This offers actionable data you can harness to innovate your products, attribute purchases to various metrics, and retain customers. In this week's episode of the Up Arrow Podcast, William Harris sits down with Jeremiah Prummer, the CEO of KnoCommerce, to discuss optimizing customer surveys to scale. Jeremiah talks about gathering customer data beyond basic demographic information, how to attribute customer data to various business metrics, and how innovation solves universal problems.
What does this episode say about analytics & attribution?
Implement a multi-question survey strategy on order confirmation pages, aiming for 3-10 questions to balance completion rates with data depth. Utilize tools that record partial responses to maximize data collection.
What does this episode say about customer retention?
For advertising effectiveness, prioritize attribution questions for new customers, asking "How did you hear about us?" and follow-ups to understand specific touchpoints (e.g., "What were you watching when you saw our ad?").
What does this episode say about dtc strategy?
Integrate 'pause' or 'action cards' into longer surveys to allow customers to opt-in for additional questions, increasing overall data collection without overwhelming all respondents.
What does this episode say about conversion & cro?
Survey existing customers about product satisfaction, needs, and competitive alternatives to gather insights for product development and inform retention strategies.
What does this episode say about analytics & attribution?
Design surveys specific to customer journey stages: discovery and attribution for new customers, product feedback and future interest for existing customers, and churn reasons for lapsed customers.
