Empathizing

Before we could begin answering the above questions, we first needed to
empathize with the user.

To discover how our users felt about their current journey with Natural Patch’s
three
different products, we conducted seis different user surveys.

Why two different types of surveys for each store?

It’s a litmus test for intent.

We expect buyers and non-buyers to give very different answers.
This is
simply because not everyone who lands on your website and fills out a questionnaire is actually
looking to solve their problems.

Because of this, when your survey results are wildly different, it’s likely
a
sign that a lot of your traffic has low intent. Conversely, if the answers are very
similar, then it’s a strong indicator that you and your media buyers have managed to dial in on
a
near-perfect target audience (HOORAY!)

But first – test it:

Which we did, and ultimately, we ended up discarding non-buyer survey information.
As
expected, the output from their data just didn’t resonate as well with audiences. Because of
this,
it produced an insignificant effect on conversion rate.

As a result, the only truly useful information came from buyers,
and
empathizing with them became our main focus.

Using Buyer data we collected the following insights into their motivations
and
pain points:

• 

  E-mail survey SleepyPatch

  What circumstances led you to look for a sleep promoting
  products
  like SleepyPatch?

  • 13%

    My child has a high level of anxiety and can’t fall asleep

  • 12%

    I’m afraid that my current sleep solution may hurt my child, so I need
    something
    safe

  • 9%

    I waste a lot of time putting my children to bed because they can’t unwind

  • 9%

    My child has health disabilities, and I’m trying to find a solution that
    helps to
    sleep well

  • 9%

    My children go to sleep late, and as a result, I don’t have enough time to
    sleep

  • 7%

    I need qualitative rest and can’t receive it because my children often wake
    up
    during the night

  • 7%

    I want to overcome the stress that doesn’t allow me/ my child to sleep

  • 6%

    I don’t know how to switch off the brain of my children to get them asleep

  • 6%

    I’m worrying that bed sleep affects the health of my child

  • 4%

    My child doesn’t want to sleep in his bed. As a result, I don’t have enough
    rest

  • 4%

    My children wake up too early, and as a result, I don’t have enough time to
    sleep

  • 3%

    All other solutions are uncomfortable to use for my child

  • 3%

    I plan a trip and am afraid that it would cause sleeping problems for my
    child

  • 3%

    My child suffers from nightmares and can’t sleep well

  • 3%

    My children are going through sleep regression, and I try to improve it

• 

  E-mail survey ZenPatch

  When did you realize you needed a calming product like
  ZenPatch?
  What circumstances led you to look for calming product?

  • 25%

    To calm down before/at bedtime

  • 14%

    Having ADHD

  • 14%

    Feelings of anxiety

  • 13%

    To help calm my child down at school

  • 9%

    Needing to regulate emotions

  • 8%

    Being on the autism spectrum

  • 8%

    Needing a natural solution

  • 6%

    Needing to control emotions in stressful situations

  • 5%

    Needed an alternative solution

  • 5%

    To calm down at work

  • 5%

    Child too hyperactive

  • 3%

    To calm down (without specification)

  • 3%

    To help while overwhelmed with emotions and excitement

  • 3%

    Needed and easy-to-use solution

  • 2%

    To help with mood swings

  In what situations do you usually use
  our
  stickers?

  • 46%

    Bedtime

  • 21%

    At school

  • 15%

    Stressful events

  • 10%

    When feeling anxious

  • 7%

    When having an emotional day

  • 5%

    At work

  • 3%

    Any situation when cannot calm down

  • 3%

    Daily/all situations

  • 3%

    Meltdown

  • 3%

    When getting worked up emotionally

  • 2%

    In the car

  • 2%

    During menstrual cycle

  • 2%

    When we need to travel

• 

  E-mail survey MagicPatch

  When did you realize you needed a product like MagicPatch Itch
  relief patches? What was going on in your life that caused you to come looking
  for
  itch relief solution?

  • 27%

    I/my kid get(s) a lot of bites

  • 15%

    I/my kid react(s) badly to mosquitos bites

  • 12%

    I/my kid scratch(es) the bites

  • 10%

    Went to a location with a lot of mosquitos

  • 8%

    Needed a non—chemical solution

  • 8%

    I/my kid had an itchy reaction to bites

  • 5%

    Needed to switch from spray/cream/gel

  • 4%

    My kid wakes up at night complaining about itches

  • 3%

    I have BuzzPatches and decided to get itch relief patches/l bought them with
    BuzzPatches

  • 3%

    Wanted to get them for my kid/grandkid

  • 3%

    I/my kid spends a lot of time outside

  • 3%

    I/my kid suffers from large welts

  • 1%

    I sought a remedy that wouldn’t need constant reapplication

  • 1%

    My kid swells up when bitten

  • 1%

    I needed an easy to use solution

  • 1%

    Other

  In what situations do you usually use our stickers?

  • 43%

    Being outside: activities, working, traveling

  • 38%

    After getting a bite

  • 5%

    In the evening

  • 4%

    At night

  • 4%

    During summer time

  • 4%

    When bites are itchy, red

  • 3%

    At school

  • 2%

    When outside for extended amounts of time

  • 1%

    When it is scratching too much

  • 1%

    If a child is complaining about a bite

  • 1%

    If other solutions do not work

  • 1%

    When the bite lasts longer than a couple of days

  • 1%

    When a child gets bitten and wants to scratch

  • 1%

    Other