the secret to asking your users the right questions at the right time
TRANSCRIPT
The Secret to Asking Your Users the Right Questions at the Right Time
Lars LofgrenMarketing Analyst - March 2013
@larslofgren
We’ll cover...
How to know where to start1
The scripts and tools2
Q&A3
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
Stranger1
Prospect (visits your site)2
Free Trial3
Using Your Product4
Paying Customer5
Cancelled6
The 3-step process to understand customers
Find the roadblock using a funnel1
Go to your script and tool list2
Use one and start getting feedback3
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
Target market interviews1
Surveys2
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
Targeted questions on your site1
Live chat2
Heatmaps3
Use Qualaroo to ask targeted questions
Does this page make you want to use our product?
1
What’s keeping you from wanting to try our product?
2
Use Olark for live chat.
Easy way to figure out what people use: heatmaps
Stage 3 - Free Trials
3
Your Options
“Need Help?” boxes1
Autoresponder asking for replies2
Usability tests3
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
Customer interviews on value received1
The P/M Question2
Survey to those that didn’t upgrade3
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
Feedback box in product1
Customer interviews for new features2
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 essential? What’s missing?
Stage 6 - Cancelled
6
Your Options
Email and survey1
Feedback box during cancellation2
Start with a survey.
Ask people why they’re canceling.
Can also build it into your product.
Action Steps
Measure your funnel1
Find your roadblock2
Pick an option from the list above3
KISSmetrics tracks each stage of your users
Quickly build any funnel you want1
Tracks real people2
Also track cancellations and churn3
VIP KISSmetrics Demo
kiss.ly/webinar19
Q&A Time!
For more info on KISSmetrics contactRossi Khoung
[email protected](415) 800-4156
Lars [email protected]
@larslofgren