How to Work With Customer Feedback: Insights and Tips from Overgear

Gathering user feedback is an important way to learn if your product or service hit the mark or if there's more work to be done. 

The team of Overgear.com, a global gaming marketplace working with users from over 100 countries, knows that firsthand. Over the past three years, the company has attracted several rounds of venture funding to work in new markets and has reached an operating profit showing at least x6 growth every year. Their marketing team has developed extensive expertise in creating effective communication in teams, marketing, sales, and product development.

In this article, Overgear experts will share how they work with feedback and tell you what tools and mechanics you can implement in your company for better results.

Collecting feedback is crucial for your business. The best option is to do it 24/7.

You can get feedback by checking the following sources:

• Popular search queries
• CTR, engagement
• Comments on sponsored posts
• Reviews on aggregators, in stores, on Facebook
• Questions to sales managers
• Comments on articles about relevant topics
• Word of mouth
• Let's start with search queries.

In most of our projects, search queries are the main source of traffic — both context and organic.

When creating any advertising company, you can go to the search history and see what search queries your ad is shown for. It is not the same process when your marketer creates the semantic core in the ad cabinet. In fact, your ad will be shown for more search queries.

Let's take services for playing Warcraft as an example. We open our search history and see the query for ‘freehold boost’.

Freehold is the name of a dungeon where you can boost up your level faster. Users learned about this before us, the service provider, and with the help of their search queries, we realized that we could create a separate product for this specific request.

To analyze search queries, you need to go to the advertising account Google Ads:

• Select a campaign
• Select Keywords, Search terms
• Set the time period
• Filter search queries by the number of impressions. First of all, look at the most popular ones, then check them from the end.
• Search terms history can provide you with valuable insights into the true needs of users.

Tools to work with semantics:

Google Keyword Planner

Google Ads → Admin → Google Keyword Planner

Don't select ‘all languages’ and don't forget to select the location.

Google Search

Turn on the VPN of the target country, put an asterisk in front of the request.

SimilarWeb, SEMrush, Key Collector, KeySo

Paid versions of these services provide you with so many great tools. For free, you can spy on your competitors and use this data to improve your project.

A brief checklist to help you work with the semantic core:

1. If you have a lot of landing pages, make a list of the top ones that receive the most search traffic.
2. Make a list of the main campaigns that lead traffic to your landing pages.
3. Export data for search queries that triggered impressions for each of your campaigns. The longer time period you choose, the better.
4. Export negative keywords list. Examine this list.
5. Spend an evening exporting this and that. Pay attention to which keywords drive a lot of traffic/clicks/conversions.

It often happens that when analyzing key queries, one sees a query that they do not understand, and so they simply add it to the negative keywords list or even skip it. But that query may contain a valuable insight that can be used, say, for the creation of a completely new product. Therefore, it is important to thoroughly examine your semantic field.

If some query is confusing or it is not completely clear what it means — do not be lazy, find out!

Customer development

At Overgear, we believe that for better results the marketing team should share all information they collect with the product team but it also works vice versa. You can draw a lot of insights from customer development data and even come up with a great advertising slogan:

‘I grew older and realized that enjoying a video game my way is the most important thing.’

Since Overgear.com provides gaming services, not everyone understands the value of our work or why would anyone pay us for it. The answer can be found in the quote above.

Think about how to implement the following measures at the system level:

1. Implement CustDev in your marketing processes.
2. Organize the sales department workflow.
3. Find out what other departments interact with clients.
4. Find a way to constantly analyze all the data.

Feedback from open sources

Let’s move to the comments on your Facebook ad posts. To view them, go to Pages  → Manage Page  → Comments & More  → Facebook. 

There you’ll find not only the comments on your regular posts but also the comments users leave to your ad posts. This is a treasure chest because you often target a cold audience that will tell you, for example, why they never buy your product, or why your competitor is three times better, etc.

In addition to checking ad comments, you can collect information by analyzing feedback on the Internet (review websites such as Trustpilot, etc.), checking online store reviews or monitoring comments on social media posts.

Organize the process of collecting feedback from all of these sources to make it a structured system.