71 Questions Every Marketer Should Be Asking (And How to Test Them)

| February 23, 2015
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We’ve all seen them. Maybe you have one on your team. Maybe you’re hoping to become one.

We’re talking about spectacular marketers. The ones who always have a brilliant campaign idea up their sleeve. The ones who build the highest-converting landing pages and ads. The ones whose customers shout,“Take my money already!”

So what’s their secret? What separates a spectacular marketer from an average one?

It’s really no secret at all.

They’re questioning and testing everything.

The most successful marketers are the ones who question and test everything.

According to VentureBeat, the top 20% of marketers are more likely to base their decisions on test results and data. They ask smart questions, and they listen to their customers to find the answers. They invest in optimization. And their conversion rates are 1.7 times the average rate.

If you’re ready to make a real impact with your marketing efforts, ask these 71 questions—and then test them.

To measure overall brand impression:

1. How do users perceive your company?

2. What words would they use to describe you?

3. Do those words match the way you want to be perceived?

4. Does your brand appear trustworthy?

5. Would they recommend you?

6. What do they like and dislike about the way you present your product or service?

To compare your company to a competitor:

7. If users are already familiar with both companies, which do they prefer?

8. Why do they prefer one company over the other?

9. Who does a better job of explaining the product or offering clearly?

10. Who does a better job of convincing the customer to convert?

11. What do people like and dislike about your top competitor’s newest feature or product?

12. What would convince them to switch to your company?

13. What might convince your current customers to switch to one of your competitors?

To get a complete understanding of your analytics data:

14. Why do certain pages have high bounce and exit rates?

15. What’s really causing users to leave your site at those points?

16. Why are conversions lower on mobile than desktop (or vice versa)?

17. Why do certain demographics behave differently than other demographics on your site?

18. Why does one webpage have such a high average time on page?

To track performance over time:

19. How has your customer experience changed since your last test?

20. Are you improving compared to the competition?

21. Are the changes because of something you changed on your site, something different about your product, or something in the market?

To evaluate the omni-channel customer experience:

22. How do users interact with your company on their smartphone, desktop, tablet, and in person?

23. Is the experience consistent across all channels?

24. If they need to complete a process that spans multiple devices, can they do it smoothly?

25. What do your users consider their primary channel of choice?

To find out if your copy is effective:

26. Does your target market understand what you’re offering when they land on your homepage for the first time?

27. Is your language clear and free of jargon?

28. Do you speak like your audience speaks?

29. Are you catching their attention with your CTAs?

30. Could a first-time visitor describe your unique value proposition using their own words?

To learn what users think of your ads:

31. What’s the mindset of someone who’s encountering your ads for the first time?

32. What do people notice, like, and dislike about your ads?

33. Do they seem helpful, or do they seem spammy?

34. What phrases or design elements catch users’ eyes?

35. What entices your target user to click a Google AdWords ad?

To optimize your email marketing:

36. Why are users opening some of your emails more than others?

37. Will your target market understand and engage with your next email campaign?

38. What would users change about your emails if they could?

39. Do your users receive emails from other companies in your industry?

40. If so, which companies?

41. What do the users like and dislike about those emails?

To build higher-converting landing pages:

42. Can your target user understand what’s being offered?

43. Does it meet their expectations?

44. Can they easily sign up for it using the forms you’ve provided?

45. Do they become distracted by anything?

46. Do they think your offer has value, and are they willing to pay money or enter their contact information in exchange for it?

47. Is there any other information they would need to see before clicking on that CTA?

To optimize your forms:

48. Do you have the right number of fields on your form?

49. Are all of your forms fully accessible to people who use a keyboard or switch input device rather than a mouse?

50. Do the forms work correctly and smoothly on all devices and all screen sizes?

51. If a user makes a mistake when filling out a form, do your error messages help them correct the mistake right away?

52. Is there anything about your forms that would make a user give up?

To find out how users discover your company through organic search:

53. What do users notice first when they search for your keywords: your website, your competitors, or your ads?

54. What words stand out to them on the Google search results page?

55. If and when they click on your link, what are they expecting to find?

56. Does your landing page meet those expectations?

To improve your content marketing:

57. Do users find your blog/whitepapers/infographics/webinars helpful and relevant?

58. When a user lands on your blog or resource center, what do they want to read first?

59. Why did that piece of content catch their eye first?

60. Do your users enjoy reading similar content from other companies? (If so, which ones?)

61. What topics would they like to see you cover next?

62. Where do users generally go to discover content related to their interests, their job, and their industry?

To run better A/B tests:

63. How can you come up with an A/B test idea that will actually move the needle?

64. Why did your last A/B test result the way it did?

65. What did users prefer about the winning version?

66. What, if anything, did they prefer about the losing version?

To improve customer retention:

67. How are your customers currently using your products?

68. Are your customers aware of all of the features, products, and services that you offer?

69. How likely would they be to recommend your company to a friend?

70. What, if anything, would make them stop doing business with you?

71. If they had a magic wand, what would your customers change about your company?

Now, it’s time to run tests and get your answers.

To answer the questions above, you’re going to need to go to the source: your target market.

Watch users interact with your website, your landing pages, your emails, and your marketing collateral.

Find out what’s working so you can do more of that. Find out what’s not working so you can fix it.

To learn how to run user tests that will help you get the answers you need, check out our eBook, The Complete Guide to User Testing Your Next Project. You’ll learn how to recruit your target audience, write great test questions, and gather customer insights.

And once you’re ready to set up a test, take a look at our 7 User Testing Templates for Marketers. You can copy and paste them when you set up your study, or you can modify them to answer your own questions.