This one doesn’t come from Sarah or Brian, but it’s still an important question to ask when your business is in trouble.
It’s extremely powerful to understand what your customers had in mind—their fears, their concerns, their objections—after they went through the full experience, rather than trying to infer this information from random visitors on your website who might not fit your user persona or who might not have wanted to buy in the first place.
Why is this question important? There are dozens of points in a buyer’s journey where they may be tempted to back out. Maybe they are afraid of wasting their money, or the order form was confusing, or the messaging rubbed them the wrong way—nevertheless, they made it through. By asking customers to identify any point at which they had second thoughts, you’ll be able to uncover the fears and concerns that linger in the minds of other potential buyers.