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Thought Leadership & Enablement
September 13, 2022

Questions to Ask Customers That Capture Zero-party Data, Drive Conversion Rates, and Attract Customers

What's Your Next Best Question? Sports Edition

Jenna Galletti
Content Marketing Specialist

If you caught the first part of this series, you already know the most frequently asked questions we see global leading beauty brands ask their customers time and time again. Well, it’s time we take this series to the sports side of the house, and tell you exactly how sports companies are gathering the most effective and useful data from their audiences by asking the right questions. Again, these questions are what we see being asked most frequently by several brands, so they clearly hold extreme value.

Let's back up and define the term that is most important to any business: Customer.

A customer is an individual or a business that purchases another company's goods/products/services. Customers drive revenue and are the only reason a business would ever stay afloat. Without them, businesses cannot continue to exist. All businesses compete with other companies to attract customers, either by aggressively advertising their products, by lowering prices to expand their customer bases, or by developing unique products and experiences that customers love. Get to know your customers and offer them something of value; they will keep coming back.

When you ask your customers the right questions and deliver genuine value for them in your product/service, it leads to developing trust, high conversion rates and also leads to you understanding your audience better; which is a huge win for any company looking to develop strong relationships with their target audience.  

The OTHER huge win is that you are capturing zero-party data, which holds extreme value for knowing your customers, increasing conversion rates, increasing engagement rates and building long lasting, trustworthy relationships with your users. With this information, you can better serve your customers both in the moment and in the future by having a more customized and effective experience, along with using it to enrich your customer profiles and using the data to fuel omni-channel personalization.

What Type of Information Should You Be Asking?

Before we dive deeper, we’ll start this off by letting you in on this tip: We’re seeing the best brands shy away from asking demographic questions and lean more towards psychographic questions. What does this mean, exactly? Let's take a look.

Demographic vs. Psychographic

Demographic information

This data consists of an individuals features or characteristics such as: Age, gender, race, education, marital status, religion, etc. In other words, it's the "who" of your customer.

Psychographic Information

This data consists of an individual's preferences, values, attitudes, interests, opinions and lifestyles. This data gives you a much deeper understanding of your target audience and allows for a much more personalized user experience. In other words, it's the "why" of your customer.

Take a second to think about it... Which questions would YOU rather answer?

Put yourself in the shoes of the customer for a minute, who really wants to be answering questions about your age, gender, income, etc? Odds are, you'd rather answer questions about your interests, values and preferences over demographic questions.

Harvard Business Review Study

The data supports this notion as well. In a recent study conducted by Harvard Business Review, they found that when brands focus on delivering personalized experiences based on psychographic information, they see a 19% increase in sales.

Shift Your Focus

When you focus on understanding your customer's needs, motivations and triggers - it allows you to develop a much deeper relationship with them, understand their individualized preferences and cater your content, products and services directly to THEM as an individual; not just as another faceless customer.

The key to a high converting, personalized and valuable experience is to focus on the customer's individual needs - and the best way to do that is to ask questions that get to the root of those needs.

So, what are the best questions to be asking your customers that will build your relationship with them, drive them to convert, increase engagement rates, etc.?

Here are some of the top questions we’ve seen global leading sports industry brands ask their consumers via their Jebbit quizzes and interactive experiences:

  1. What other sports are you interested in?
  2. How do you get to the game?
  3. How do you prefer to watch the game?
  4. How did you get your tickets to the game?
  5. How often do you go to games?

These questions are key and core for creating a larger fan profile. And as you could imagine, these questions should be reformulated to fit your brand’s product/service, along with being written in your brand’s unique tone of voice. Remember, it’s critical to remain authentic to your brand and resonant with your target audience.  
Jebbit allows you to lead consumers down unique paths based on how they answer initial questions. Asking straightforward questions will identify the basic information needed and allow for a more specific outcome as users are guided through the rest of their interactive engagement with your brand.  

Some Tips to Consider:

Somewhere along the way, we’ve all been asked a question that we didn’t know how to answer, or worse - felt like we were being interrogated. In order to avoid your customer sinking into that feeling, keep these tips in mind.

-Do not ask loaded questions

-Do not make assumptions

-Do not talk in absolutes

-Keep your questions short, sweet and to the point

-Make sure your questions are relevant to your brand/product/service

-Be clear

There you have it!

You officially have all the tips, tricks, questions, information, etc. to be able to get out there and effectively ask your customers questions that will lead to happy customers, and a happy business.

So, what are you waiting for?

Give these questions a whirl to increase engagement, drive more online sales and capture more qualified leads. CLICK HERE to schedule a strategy call with a Jebbit expert.

Jenna Galletti
Content Marketing Specialist

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