The Secret to Asking Your Users the Right Questions at the Right Time
• 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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The Secret to Asking Your Users the Right Questions at the Right Time
- 1. The Secret to Asking Your Users the Right Questions at the Right Time Lars Lofgren Marketing Analyst - March 2013
- 2. @larslofgren
- 3. We’ll cover... 1 How to know where to start 2 The scripts and tools 3 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
- 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 questions 1 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 @larslofgren For more info on KISSmetrics contact Rossi Khoung rkhoung@kissmetrics.com (415) 800-4156