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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 …

• 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

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  • 1. The Secret to Asking Your Users the Right Questionsat the Right Time Lars Lofgren Marketing Analyst - March 2013
  • 2. @larslofgren
  • 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
  • 45. VIP KISSmetrics Demo kiss.ly/webinar19
  • 46. Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgrenFor more info on KISSmetrics contact Rossi Khoung rkhoung@kissmetrics.com (415) 800-4156