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

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This document provides various business case scenarios for asking a question to website visitors as a way of capturing valuable information to improve product and marketing.

Each scenario contains context, question placement, triggers, question types, suggested phrasing, and rules to manage a conversation.

Published in: Business
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Best Practices: What & When to Ask Questions to Improve Product & Marketing Innovations in SaaS and e-Commerce

  1. BEST PRACTICES WHAT TO ASK & WHEN TO ASK
  2. NEW TO THE SITE
  3. 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.
  4. 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
  5. NEW TO THE SITE 4. RECOMMENDED QUESTION TYPES Thumbs Up / Down Open-ended Would you like to speak with one of our experts? SUBMIT E-mail capture Let’s get in touch and we’ll send you more acAonable Aps! SUBMIT Name E-­‐mail Welcome, what can we help you with today? SUBMIT
  6. 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.
  7. NEW FEATURES
  8. NEW FEATURES 1. CONTEXT: You want to introduce a new feature to users, encouraging adoption and feedback.
  9. NEW FEATURES 2. QUESTION PLACEMENT Identify the new feature using the WYSIWYG editor 3. TRIGGER Clicking or scrolling new feature into view
  10. NEW FEATURES 4. RECOMMENDED QUESTION TYPES Thumbs Up / Down Open-ended Have you tried <new feature> yet? SUBMIT 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
  11. NEW FEATURES 5. QUESTION PHRASING 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.
  12. NPS NET PROMOTER SCORE Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  13. NPS NET PROMOTER SCORE 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. Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  14. NPS NET PROMOTER SCORE 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. Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  15. 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 Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  16. NPS: NET PROMOTER SCORE 4. RECOMMENDED QUESTION TYPES Modal Window In-App Popover In-App How likely is it that you would recommend us to a friend? 0 1 2 3 4 5 6 7 8 9 10 Least Most SUBMIT 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. Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  17. EMAIL NPS Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  18. 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. Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  19. 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 Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  20. 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. Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
  21. CUSTOMER RESEARCH
  22. CUSTOMER RESEARCH 1. CONTEXT: You need to learn more about users’ requirements or demographics to improve product or marketing initiatives.
  23. 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
  24. CUSTOMER RESEARCH 4. RECOMMENDED QUESTION TYPE Open-ended Multiple Choice What’s the primary reason for cancelling your subscripAon? I stopped using the service It’s too expensive I found be^er alternaAves SUBMIT What’s the primary reason your opening an account? SUBMIT
  25. CUSTOMER RESEARCH 5. QUESTION PHRASING 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?
  26. OFFER HELP
  27. 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.
  28. OFFER HELP 2. QUESTION PLACEMENT Bottom of the page or localized around an element 3. TRIGGERS Clicking or scrolling element into view
  29. OFFER HELP 4. RECOMMENDED QUESTION TYPES Open-ended Tell us what you need help with. SUBMIT Thumbs Up / Down Have you tried <new feature> yet? SUBMIT
  30. OFFER HELP 5. QUESTION PHRASING 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.
  31. PRODUCT SPECIFIC FEEDBACK
  32. PRODUCT SPECIFIC FEEDBACK 1. CONTEXT: You want to understand user satisfaction with respect to specific features or pages.
  33. PRODUCT SPECIFIC FEEDBACK 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
  34. PRODUCT SPECIFIC FEEDBACK 4. RECOMMENDED QUESTION TYPE Open-ended If we could improve <new feature>, what would we do? SUBMIT Multiple Choice How saAsfied are you with <new feature>? SaAsfied Neutral DissaAsfied SUBMIT
  35. PRODUCT SPECIFIC FEEDBACK 5. QUESTION PHRASING 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.
  36. EXIT INTENT AND SHOPPING CART ABANDONMENT
  37. 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.
  38. 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
  39. EXIT INTENT & SHOPPING CART ABANDONMENT 4. RECOMMENDED QUESTION TYPES Open-Ended Thumbs Up / Down Did you find what you were looking for? SUBMIT Why did you visit us today? SUBMIT Multiple Choice What’s the reason you did not complete your purchase? Shipping cost Concern about fit/size Price was too high SUBMIT Other
  40. EXIT INTENT & SHOPPING CART ABANDONMENT 5. QUESTION PHRASING 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.
  41. For more tips on communication and engagement across the customer lifecycle, visit: http://blog.listenloop.com

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