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The Secret to Asking Your Users the Right Questionsat the Right Time Lars Lofgren Marketing Analyst - March 2013
@larslofgren
We’ll cover...1   How to know where to start2   The scripts and tools3   Q&A
How do we know what our customers want?
Weak questions get weak answers...
Different customers need different things...
Use the customer lifecycle
The Stages of Your Customer 1   Stranger 2   Prospect (visits your site) 3   Free Trial 4   Using Your Product 5   Paying ...
The 3-step process to understand customers   1   Find the roadblock using a funnel   2   Go to your script and tool list  ...
Here’s your funnel:
Keep an eye on churn and cancellations.   A monthly churn rate of over 5% is  a major problem. Your goal is 1-2%.
Stage 1 - Strangers      1
Your Options 1   Target market interviews 2   Surveys
Understand the problem you’re trying to solve.
This email got me 10 meetings in 1.5 hours
The second half of the email...
Use surveys to judge current behavior
Stage 2 - Prospects      2
Your Options 1   Targeted questions on your site 2   Live chat 3   Heatmaps
Use Qualaroo to ask targeted questions1   Does this page make    you want to use our    product?2   What’s keeping you    ...
Use Olark for live chat.
Easy way to figure out what people use: heatmaps
Stage 3 - Free Trials       3
Your Options 1   “Need Help?” boxes 2   Autoresponder asking for replies 3   Usability tests
Make it easy to reach your support team.
Ask people what their biggest challenge is.
Run usability tests on signups and features.
Stage 4 - Using Your Product           4
Your Options 1   Customer interviews on value received 2   The P/M Question 3   Survey to those that didn’t upgrade
How much value do users get from your product?   Set up interviews with people that    have been using your product.
At least 40% should say “very disappointed”
Survey for people that didn’t upgrade.
Stage 5 - Customers       5
Your Options 1   Feedback box in product 2   Customer interviews for new features
Put feedback boxes in your product.
The email we get for each piece of feedback.
Planning a feature revamp? Interview customers.   Have them show you exactly how     they use the feature. What’s      ess...
Stage 6 - Cancelled      6
Your Options 1   Email and survey 2   Feedback box during cancellation
Start with a survey.
Ask people why they’re canceling.
Can also build it into your product.
Action Steps   1   Measure your funnel   2   Find your roadblock   3   Pick an option from the list above
KISSmetrics tracks each stage of your users 1   Quickly build any funnel you want 2   Tracks real people 3   Also track ca...
VIP KISSmetrics Demo       kiss.ly/webinar19
Q&A Time!            Lars Lofgren        llofgren@kissmetrics.com               @larslofgrenFor more info on KISSmetrics c...
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The Secret to Asking Your Users the Right Questions at the Right Time

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• 3. We’ll cover...1 How to know where to start2 The scripts and tools3 Q&A
• 4. How do we know what our customers want?
• 5. Weak questions get weak answers...
• 6. Different customers need different things...
• 7. Use the customer lifecycle
• 8. The Stages of Your Customer 1 Stranger 2 Prospect (visits your site) 3 Free Trial 4 Using Your Product 5 Paying Customer 6 Cancelled
• 9. The 3-step process to understand customers 1 Find the roadblock using a funnel 2 Go to your script and tool list 3 Use one and start getting feedback
• 10. Here’s your funnel:
• 11. Keep an eye on churn and cancellations. A monthly churn rate of over 5% is a major problem. Your goal is 1-2%.
• 12. Stage 1 - Strangers 1
• 13. Your Options 1 Target market interviews 2 Surveys
• 14. Understand the problem you’re trying to solve.
• 15. This email got me 10 meetings in 1.5 hours
• 16. The second half of the email...
• 17. Use surveys to judge current behavior
• 18. Stage 2 - Prospects 2
• 19. Your Options 1 Targeted questions on your site 2 Live chat 3 Heatmaps
• 20. Use Qualaroo to ask targeted questions1 Does this page make you want to use our product?2 What’s keeping you from wanting to try our product?
• 21. Use Olark for live chat.
• 22. Easy way to figure out what people use: heatmaps
• 23. Stage 3 - Free Trials 3
• 24. Your Options 1 “Need Help?” boxes 2 Autoresponder asking for replies 3 Usability tests
• 25. Make it easy to reach your support team.
• 26. Ask people what their biggest challenge is.
• 27. Run usability tests on signups and features.
• 28. Stage 4 - Using Your Product 4
• 29. Your Options 1 Customer interviews on value received 2 The P/M Question 3 Survey to those that didn’t upgrade
• 30. How much value do users get from your product? Set up interviews with people that have been using your product.
• 31. At least 40% should say “very disappointed”
• 32. Survey for people that didn’t upgrade.
• 33. Stage 5 - Customers 5
• 34. Your Options 1 Feedback box in product 2 Customer interviews for new features
• 35. Put feedback boxes in your product.
• 36. The email we get for each piece of feedback.
• 37. Planning a feature revamp? Interview customers. Have them show you exactly how they use the feature. What’s essential? What’s missing?
• 38. Stage 6 - Cancelled 6
• 39. Your Options 1 Email and survey 2 Feedback box during cancellation
• 40. Start with a survey.
• 41. Ask people why they’re canceling.
• 42. Can also build it into your product.
• 43. Action Steps 1 Measure your funnel 2 Find your roadblock 3 Pick an option from the list above
• 44. KISSmetrics tracks each stage of your users 1 Quickly build any funnel you want 2 Tracks real people 3 Also track cancellations and churn

Published in: Business

Transcript of "The Secret to Asking Your Users the Right Questions at the Right Time"

  1. 1. The Secret to Asking Your Users the Right Questionsat the Right Time Lars Lofgren Marketing Analyst - March 2013
  2. 2. @larslofgren
  3. 3. We’ll cover...1 How to know where to start2 The scripts and tools3 Q&A
  4. 4. How do we know what our customers want?
  5. 5. Weak questions get weak answers...
  6. 6. Different customers need different things...
  7. 7. Use the customer lifecycle
  8. 8. The Stages of Your Customer 1 Stranger 2 Prospect (visits your site) 3 Free Trial 4 Using Your Product 5 Paying Customer 6 Cancelled
  9. 9. The 3-step process to understand customers 1 Find the roadblock using a funnel 2 Go to your script and tool list 3 Use one and start getting feedback
  10. 10. Here’s your funnel:
  11. 11. Keep an eye on churn and cancellations. A monthly churn rate of over 5% is a major problem. Your goal is 1-2%.
  12. 12. Stage 1 - Strangers 1
  13. 13. Your Options 1 Target market interviews 2 Surveys
  14. 14. Understand the problem you’re trying to solve.
  15. 15. This email got me 10 meetings in 1.5 hours
  16. 16. The second half of the email...
  17. 17. Use surveys to judge current behavior
  18. 18. Stage 2 - Prospects 2
  19. 19. Your Options 1 Targeted questions on your site 2 Live chat 3 Heatmaps
  20. 20. Use Qualaroo to ask targeted questions1 Does this page make you want to use our product?2 What’s keeping you from wanting to try our product?
  21. 21. Use Olark for live chat.
  22. 22. Easy way to figure out what people use: heatmaps
  23. 23. Stage 3 - Free Trials 3
  24. 24. Your Options 1 “Need Help?” boxes 2 Autoresponder asking for replies 3 Usability tests
  25. 25. Make it easy to reach your support team.
  26. 26. Ask people what their biggest challenge is.
  27. 27. Run usability tests on signups and features.
  28. 28. Stage 4 - Using Your Product 4
  29. 29. Your Options 1 Customer interviews on value received 2 The P/M Question 3 Survey to those that didn’t upgrade
  30. 30. How much value do users get from your product? Set up interviews with people that have been using your product.
  31. 31. At least 40% should say “very disappointed”
  32. 32. Survey for people that didn’t upgrade.
  33. 33. Stage 5 - Customers 5
  34. 34. Your Options 1 Feedback box in product 2 Customer interviews for new features
  35. 35. Put feedback boxes in your product.
  36. 36. The email we get for each piece of feedback.
  37. 37. Planning a feature revamp? Interview customers. Have them show you exactly how they use the feature. What’s essential? What’s missing?
  38. 38. Stage 6 - Cancelled 6
  39. 39. Your Options 1 Email and survey 2 Feedback box during cancellation
  40. 40. Start with a survey.
  41. 41. Ask people why they’re canceling.
  42. 42. Can also build it into your product.
  43. 43. Action Steps 1 Measure your funnel 2 Find your roadblock 3 Pick an option from the list above
  44. 44. KISSmetrics tracks each stage of your users 1 Quickly build any funnel you want 2 Tracks real people 3 Also track cancellations and churn
  45. 45. VIP KISSmetrics Demo kiss.ly/webinar19
  46. 46. Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgrenFor more info on KISSmetrics contact Rossi Khoung rkhoung@kissmetrics.com (415) 800-4156
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