I was on a run listening to my friends Jeremy Enns and Justin Jackson on their excellent podcast, Podcast Marketing Trends Explained. Jeremy suggested asking your audience why they didn't buy from you after a launch – and the timing was perfect!
Last week, I launched CreatorHQ, an all-in-one operating system designed to help you save more time, create more content, and drive more revenue. CreatorHQ is literally the backbone of Creator Science. We use it every day (and would be completely lost without it).
The launch went super well. 326 creators are using CreatorHQ now, and the feedback has been fantastic.
But even with that success...there were 2,426 creators on this email list who clicked over to the sales page but ultimately decided not to purchase.
Why?
Of course I wondered – but asking is a scary thing. Jeremy's podcast gave me the courage to put together a short, anonymous survey (in Tally) and ask.
The survey asked two questions:
- Why did you decide CreatorHQ wasn’t for you? (required)
- Anything else you want to add? (optional)
Of 183 responses, 107 answered that second optional question and gave me more context as to why they DIDN’T buy.
Not only is this a super high response rate, but these answers also provided a lot of depth. They said things like:
I was actually looking for a notion template and trying to create my own when I came across yours. The truth is I kind of understand what it does, but not exactly sure about the workflow. I have seen and worked with a couple of them, and I have never gotten into the same workflow as the person who created it. Those kinds of things are a mindset, so the question I asked was, "Does Jay work the same way I do?" If not, I wouldn't use it and get bogged down by all the "bells and whistles." So it was too much money to risk not knowing if I would actually use it. It also seems to have a lot of features that I don't really need right now, maybe in the future, and those would get in my way of focusing on what is important.
This is SO USEFUL when writing copy, adding FAQs, etc.
And when someone answered “Pricing,” I asked two follow-ups:
- What price would’ve felt like a bargain?
- What price would’ve felt like a stretch but might’ve been worth it?
The answers to this question varied widely. And while you may think this question is about finding the right price, it is actually about perception for me.
I'm already comfortable and confident in the price. The feedback I get from customers is that the price is already a bargain...
So, this pricing question actually tells me what non-customers perceive the product's value to be (and how far off that is from the current price).
From here, I'm going to do a better job of:
- Showcasing the product's capabilities (gifs, video)
- Proactively addressing objections
- Showing how the built-in training makes the learning curve easy
This "Why didn't you buy?" exercise is so insightful. I highly recommend you try it out for your own products or services!
