3 ways to get to know your customers really well
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3 ways to get to know your customers really well

How well do you know your customers? Do you know what they really think of your products and services? What about your website? It’s easy to guess what your audience wants and needs, but even the most perceptive business owner doesn’t get it right all the time.

These 3 simple tools and techniques can help you really get to know your customers and keep impressing them.

Review sites

Hotels, restaurants, cafes, and bars can get very detailed (and occasionally brutal) customer opinions through TripAdvisor. Keep a close eye on your TripAdvisor page and address the comments asking for change. Customers will highlight things you’ve never noticed or weren’t even aware of, and many won’t hold back so you know you’re getting the bare, honest truth.

Plus, it’s not all criticism! You can also take positive feedback on board and enjoy hearing what your customers appreciate and value.

Face-to-face surveys

Not everyone will go straight to an app to give their perspective on something, so it helps to just ask. When a customer is right in front of you in your shop, salon, or restaurant, ask them what they like, what they want to see more of, and what they’d like you to improve. Your business is precious to you, so it can be a hard question to ask, but it helps you find out what your customers think and feel in the moment they’re making a buying decision.

Google Analytics

For a complete beginner, Google Analytics can seem like an overwhelming muddle of line graphs, numbers and charts. When you learn to segment the info and dig through the most relevant stats, it can reveal a huge amount about your site visitors’ behaviour.

For most small businesses, these 5 metrics can be the most revealing:

    • Unique visitors – how many individual people are visiting your site.
    • Average time on site – how long people are spending on your site.
    • Landing pages – which page people land on first.
    • Bounce rate – the percentage of people leaving your site because it’s not what they’re looking for.
    • Traffic sources – where your visitors are coming from (social media, another website, an email link etc.)


  • Conversions – how many people are buying/signing up/completing a specific goal through your website.

This information can tell you which of your marketing channels are really working, if the information on your website is working well to convert people, and how you can improve your landing pages.

Want to put some of your customer feedback into practice? Capify can help you raise between £3,500 and £500,000 to pay for new equipment, refurbishment, and stock. The online application is simple, and you can get a decision within days.

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