Understanding your customers' challenges takes research to fully understand how you can help them. But B2B companies often fall short on the best approaches. In this episode, Adam Costa, co-founder of FunnelCandy.com, shares how he's advised more than 140 companies–including Amazon, Dropbox and WIRED–on creating research strategies to understand their website visitors. And how to use this intel to increase conversions. Adam highlights the effectiveness of user testing, email surveys, and website analytics tools in gathering customer feedback. We also dive into addressing objections in copywriting and the power of long-form sales pages. Follow Adam on LinkedIn: https://www.linkedin.com/in/adam-costa-/Check out Funnel Candy's free 7-week course https://funnelcandy.com/******For weekly tips on high-impact messaging, be sure to sign up for Linda's newsletter: https://thecopyworx.com/newsletter/For proven copywriting formulas that can't miss, check out my ebook, 15 High Converting Copywriting Formulas: https://thecopyworx.com/15-high-converting-copywriting-formulas/*****Time stamps:The Journey of Funnel Candy (00:05:48)The Importance of Research in Business (00:08:39)User Testing and Email Surveys (00:11:10)Obtaining Insights through Website Polls and Hotjar (00:15:03)Benefits and Costs of User Testing (00:16:41)Importance of User Experience Insights (00:18:25)Understanding User Behavior Using Website Surveys and Heatmaps (00:20:00)Call to Value and Long Form Sales Pages (00:25:08)Driving Actions through CTAs and User Engagement (00:27:34)Feedback Mechanisms and Copywriting (00:30:16)Research-Based Copywriting (00:31:38)Validating Copy through Customer Insights (00:33:18)

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