Best Practices: What & When to Ask Questions to Improve Product & Marketing Innovations in SaaS and...

BEST PRACTICES W H AT TO A S K & W H E N TO A S K

NEW TO THE SITE

NEW TO THE SITE 1. CONTEXT: Visitor arrives at your site for first time. You wish to provide help, collect first impressions, or understand why they visited your site.

NEW TO THE SITE

2. QUESTION PLACEMENT Consider a modal window or popover display

3. TRIGGER On page load or when an element is scrolled into view

NEW TO THE SITE

4. RECOMMENDED QUESTION TYPES

Would you like to speak with one of our experts?

SUBMIT

Thumbs Up / Down Open-ended

Let’s get in touch and we’ll send you more acAonable Aps!

SUBMIT

E-mail capture

Name

E-‐mail

Welcome, what can we help you with today?

SUBMIT

NEW TO THE SITE

5. QUESTION PHRASING

What can we help you with today? Would you like to speak with one of our experts?

What’s the primary purpose of your visit today?

What’s your name so I can personalize your experience?

What best describes your role?

6. SUGGESTED RULES Ask a visitor only once in 90 days. Don’t ask after a visitor has provided a response.

NEW FEATURES

NEW FEATURES 1. CONTEXT: You want to introduce a new feature to users, encouraging adoption and feedback.

NEW FEATURES

2. QUESTION PLACEMENT Identify the new feature using the WYSIWYG editor

3. TRIGGER Clicking or scrolling new feature into view

NEW FEATURES


Have you tried <new feature> yet?

SUBMIT

Thumbs Up / Down Open-ended

If we could improve one thing about <new feature>,

what would that be?

SUBMIT

Notification Message

This feature allows you to process payments with a couple of clicks. Simply click on your freelancer and indicate your preferred method of payment! We'll take care of the rest.

NEXT

NEW FEATURES


We recently released <New Feature>. Have you tried using this yet?

If we could improve one thing about <New Feature>, what would that be?

Let’s schedule a call so we can show you how to use <New Feature>.

When are you free?

On a scale of 1-5, how satisfied are you with <New Feature>?

6. SUGGESTED RULES Ask after a user has triggered the <New Feature> 10 times. Ask after a user has logged-in 5 times. At most, ask a user twice in 60 days. Stop asking after a user has provided a response.

NPS NET PROMOTER SCORE

Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld


1. CONTEXT: You want to gauge customer satisfaction and loyalty over time. By asking one simple question, you can measure this metric, which is a leading indicator of revenue growth. Using the ListenLoop Rules Engine will help you ask users who have enough experience to accurately respond.



Not only does ListenLoop remind users to respond, it can also prompt a referral on Twitter or other social media channels when a customer provides a high score.


NPS: NET PROMOTER SCORE

2. QUESTION PLACEMENT On the login button, dashboard, or most-often-used feature

3. TRIGGER Clicking or scrolling element into view, on page load, or mousing out of the browser


NPS: NET PROMOTER SCORE

Modal Window In-App


Popover In-App

How likely is it that you would recommend us to a friend?

SUBMIT

0 1 2 3 4 5 6 7 8 9 10 Least Most

5. QUESTION PHRASING: ”How likely is it that you would recommend <COMPANY> to a friend or colleague?”

6. SUGGESTED RULES Consider asking this question once every 90 days. Stop asking after a response has been received. Ask after a user has engaged with your application 5 times.


EMAIL NPS


EMAIL NPS 1. CONTEXT: You want to measure your product’s NPS metric triggered upon user actions, but you prefer to deliver the survey via email.


EMAIL NPS

2. QUESTION PLACEMENT The NPS question is sent to each user’s email

3. TRIGGER Clicking or scrolling element into view, on page load


EMAIL NPS

4. RECOMMENDED QUESTION TYPE

NPS Question via Email

5. QUESTION PHRASING: ”How likely is it that you would recommend <COMPANY> to a friend or colleague?”

6. SUGGESTED RULES Consider asking this question once every 90 days. Stop asking after a response has been received. Ask after a user has engaged with your application 5 times.


CUSTOMER RESEARCH

CUSTOMER RESEARCH 1. CONTEXT: You need to learn more about users’ requirements or demographics to improve product or marketing initiatives.

CUSTOMER RESEARCH

2. QUESTION PLACEMENT: Place this question on the Nth element of search results, after an account was opened, or upon subscription cancellation

3. TRIGGER After an element was scrolled into view, on page load after a form submit, or MouseOut of the browser

CUSTOMER RESEARCH


What’s the primary reason for cancelling your subscripAon?

I stopped using the service It’s too expensive I found be^er alternaAves

SUBMIT

Multiple Choice Open-ended

What’s the primary reason your opening an account?

SUBMIT

CUSTOMER RESEARCH


What is your gender? How often do you . . . ?

What’s the primary reason your cancelling your account?

Which of these best describes your role?

Who is our biggest competitor?

6. SUGGESTED RULES Ask visitors only once. Stop asking after receiving a response. Ask after a visitor has at least 3 sessions.

What is your age?

OFFER HELP

OFFER HELP 1. CONTEXT: You want to offer proactive help when a user is on your application for a long time without action or the user repeatedly takes actions without progressing.

OFFER HELP

2. QUESTION PLACEMENT Bottom of the page or localized around an element

3. TRIGGERS Clicking or scrolling element into view

OFFER HELP


Open-ended

Tell us what you need help with.

SUBMIT

Have you tried <new feature> yet?

SUBMIT

Thumbs Up / Down

OFFER HELP


Do you need help with this feature? We noticed you were on this page for some time. Do you need help?

Would you like to speak to one of our Customer Success agents?

This is a powerful feature. Would you like to schedule a training session?

6. SUGGESTED RULES Ask after a user has triggered a conversation more than 10 times within 2 sessions. Ask only once every 90 days. Stop asking after receiving a response.

PRODUCT SPECIFIC FEEDBACK

PRODUCT SPECIFIC FEEDBACK 1. CONTEXT: You want to understand user satisfaction with respect to specific features or pages.


2. QUESTION PLACEMENT Identify specific pages or features in your application that require feedback.

3. TRIGGER Page load, click or scrolling an element into view


Open-ended

If we could improve <new feature>, what would we do?

SUBMIT


How saAsfied are you with <new feature>?

SaAsfied Neutral DissaAsfied

SUBMIT

Multiple Choice



How easy is it to use <feature>? How satisfied are you with <feature>?

Did this call to action take you where you thought it would?

If we could improve one thing about <feature>, what would that be?

6. SUGGESTED RULES Ensure user has used a feature a minimum of 5-10 times. At most, ask 2 times within 60 days.

EXIT INTENT AND SHOPPING CART ABANDONMENT

EXIT INTENT AND SHOPPING CART ABANDONMENT

1. CONTEXT: A visitor is exiting the page by scrolling their mouse out to the browser. They could be abandoning a shopping cart and leaving without buying an item or providing you with contact information.

EXIT INTENT & SHOPPING CART ABANDONMENT

2. QUESTION PLACEMENT: Add a question when a visitor’s mouse exits the shopping cart checkout page or product pages

3. TRIGGER: On mouse out or page load



Did you find what you were looking for?

SUBMIT

Why did you visit us today?

SUBMIT

Open-Ended Thumbs Up / Down

What’s the reason you did not complete your purchase?

Shipping cost Concern about fit/size Price was too high

SUBMIT

Other

Multiple Choice



Were you able to achieve the purpose of your visit today?

What’s the primary reason you didn’t complete your purchase?

Did you have any issues navigating our website?

Would you like to recommend <COMPANY> to a friend?

6. SUGGESTED RULES Ask only once every 90 days. At most, ask 2 times in 90 days. Stop asking after receiving a response.

For more tips on communication and engagement

across the customer lifecycle, visit:

http://blog.listenloop.com

Best Practices: What & When to Ask Questions to Improve Product & Marketing Innovations in SaaS and...

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Transcript of Best Practices: What & When to Ask Questions to Improve Product & Marketing Innovations in SaaS and...