Probably not. Even you think you know the answer they would provide you. "It is because my brand", "it’s just my price", "salesmen", "my great customer service". Probably you are right or not, you do not know what reasons have motivated your customers to buy your product when, the moment of truth appears, they have decided to buy your product unless you ask them directly.
We spent some time analyzing the reasons of cart abandonment, which traffic is from, the price point, the type of product they have selected and, deducting what customers think using "A/B testing" and getting conclusions, which in many cases are unreliable. Let me share an example. 98% of my sales were coming from a digital product(the user received the product digitally 5 min after they purchased it) and 2% preferred to receive the physical product at home after 7 days.
I decided to remove the option of home delivery in 7 days, leaving only the digital format available. The results of A / B testing showed an increase in sales of 20% by not giving 2 options to the end-user. The rational explanation I found is that Spanish users convert less if you gave them several options and, eliminating options, conversion increased. We tried this test in other countries.
In France, sales rose 10% and sales in Germany declined by 15% in the same period. The rational explanation I found is that the cultural connotations were affecting the test. Am I right? Maybe yes, maybe not, I’ll never know it at 100% because I did not ask to the end-user the reasons.
“Javier, you’re telling me that I have to ask all users who purchased me, why did they purchase me?” The answer is YES. The fact that they have purchased you does not mean that customers are satisfied or satisfied enough to re-buy or promote your product within their friends. In short, if instead of being measured by customer acquisition, you are measured by CLV(Customer Lifetime Value), I assure you that you will matter much about your customer’s satisfaction in the purchase’s the process, on top of pricing, product…
I propose you, two ways to do it(there are many more, but I like these two):
Directly: Through surveys you can ask the user the purchase’s reasons. The main problem is that you give the answer choices to the user which you think they have been motivated to purchase you, so always be biased information. Second, most users do not "lose" time replying to a survey. Third, the end-user nationality affect the scores. For example: a user of southern Europe usually give higher scores to certain questions(good service is most valued above 8 of 10 points). In contrast, a Japanese user never given a greater than 7, by culture note. One of the metrics that I like is NPS(Net Promoter Score) which measures the grade of satisfaction of your customers(you can also apply to employees of a company, known as eNPS, Employee NPS). That satisfaction is determined by the probability of those users to promote your brand or products. An example would be Harley Davidson or Apple, which has a higher NPS than 80%, which means 80% of its clients are the main promoters of the brand among its surroundings