VOC (Voice of Customer)

The set of opinions, expectations, needs, frustrations and suggestions expressed by customers about a product, service or experience. This feedback can be collected through many channels: satisfaction surveys, open comments, verbatims, customer reviews, chatbots, support tickets, or even in-app feedback.

Challenges for CRO:

In a Conversion Rate Optimization approach, VoC is an essential qualitative source that helps:

• identify irritants invisible in quantitative data (misunderstandings, frustrations, blockers),
• detect weak signals to incorporate into UX audits (e.g., “I can't find the return policy”),
• formulate more targeted and relevant A/B testing hypotheses, based on genuine user feelings,
• assess the emotional or perceived impact of a tested variation (for example via NPS or post-test verbatims).

Complementarity with audit and testing:

• The CRO audit (quantitative and qualitative) helps structure VoC collection around key moments in the journey (checkout, abandonment, post-purchase, etc.).
• A/B testing then makes it possible to objectively validate changes inspired by customer feedback, and to measure their impact on KPIs.

Examples of tools for capturing VoC:

• Hotjar, Usabilla, Survicate (in-page feedback, targeted surveys),
• Qualtrics, Typeform, Google Forms (custom questionnaires),
• Medallia, Zendesk, Sprinklr (omnichannel feedback, customer service),
• Integration into A/B testing solutions via post-experience questions (e.g.: “Why didn’t you complete your order?”).