Lesson: Sales Funnel Optimization with Hiten Shah

Step #4 Surveying: Learn to analyze your space around your product when creating a sales funnel

When you're thinking about your business and making it better, it's very important to not only understand who is doing what, but also understand why they're doing things. The "why" you cannot really derive by looking at numbers. So you can't derive why someone is doing something just by looking at quantitative data. You can only infer it that way. You can't get an explicit answer.

Surveying, getting feedback, all the qualitative side, which you can call more squishy if you want to call it that or fuzzy, all those things are helpful in helping to understand why people are doing the things they're doing.

There's a lot of tactics to understanding your customers. Pop-up surveys that are on your website can be really useful in helping you understand many things about your users. But it really depends on what you're trying to improve.

If I'm trying to learn why people don't do something, it can be effective to use a pop-up survey, but it can also be equally as effective if you have their email address to email them a survey or email them a link to a survey to understand why they didn't do something.

I tend to more focus on what am I trying to learn, and how can I reach the people I'm trying to learn from, and then figure out what method or tool or tactic I should us

A lot of people think of surveys as sort of market research. My version of surveying is more of understanding why customers think the way they do or are doing or not doing the things they are doing or not doing. So I think you're not actually going to be able to grow your business if you're not surveying and trying to get qualitative feedback from your customers.