BEST PRACTICES WHAT TO ASK & WHEN TO ASK
Nov 28, 2014
BEST PRACTICES W H AT TO A S K & W H E N TO A S K
NEW TO THE SITE
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.
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
NEW TO THE SITE
4. RECOMMENDED QUESTION TYPES
Would you like to speak with one of our experts?
SUBMIT
Thumbs Up / Down Open-ended
Let’s get in touch and we’ll send you more acAonable Aps!
SUBMIT
E-mail capture
Name
E-‐mail
Welcome, what can we help you with today?
SUBMIT
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.
NEW FEATURES
NEW FEATURES 1. CONTEXT: You want to introduce a new feature to users, encouraging adoption and feedback.
NEW FEATURES
2. QUESTION PLACEMENT Identify the new feature using the WYSIWYG editor
3. TRIGGER Clicking or scrolling new feature into view
NEW FEATURES
4. RECOMMENDED QUESTION TYPES
Have you tried <new feature> yet?
SUBMIT
Thumbs Up / Down Open-ended
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
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.
NPS NET PROMOTER SCORE
Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
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
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
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
NPS: NET PROMOTER SCORE
Modal Window In-App
4. RECOMMENDED QUESTION TYPES
Popover In-App
How likely is it that you would recommend us to a friend?
SUBMIT
0 1 2 3 4 5 6 7 8 9 10 Least Most
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
EMAIL NPS
Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld
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
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
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
CUSTOMER RESEARCH
CUSTOMER RESEARCH 1. CONTEXT: You need to learn more about users’ requirements or demographics to improve product or marketing initiatives.
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
CUSTOMER RESEARCH
4. RECOMMENDED QUESTION TYPE
What’s the primary reason for cancelling your subscripAon?
I stopped using the service It’s too expensive I found be^er alternaAves
SUBMIT
Multiple Choice Open-ended
What’s the primary reason your opening an account?
SUBMIT
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?
OFFER HELP
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.
OFFER HELP
2. QUESTION PLACEMENT Bottom of the page or localized around an element
3. TRIGGERS Clicking or scrolling element into view
OFFER HELP
4. RECOMMENDED QUESTION TYPES
Open-ended
Tell us what you need help with.
SUBMIT
Have you tried <new feature> yet?
SUBMIT
Thumbs Up / Down
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.
PRODUCT SPECIFIC FEEDBACK
PRODUCT SPECIFIC FEEDBACK 1. CONTEXT: You want to understand user satisfaction with respect to specific features or pages.
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
PRODUCT SPECIFIC FEEDBACK
Open-ended
If we could improve <new feature>, what would we do?
SUBMIT
4. RECOMMENDED QUESTION TYPE
How saAsfied are you with <new feature>?
SaAsfied Neutral DissaAsfied
SUBMIT
Multiple Choice
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.
EXIT INTENT AND SHOPPING CART ABANDONMENT
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.
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
EXIT INTENT & SHOPPING CART ABANDONMENT
4. RECOMMENDED QUESTION TYPES
Did you find what you were looking for?
SUBMIT
Why did you visit us today?
SUBMIT
Open-Ended Thumbs Up / Down
What’s the reason you did not complete your purchase?
Shipping cost Concern about fit/size Price was too high
SUBMIT
Other
Multiple Choice
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.
For more tips on communication and engagement
across the customer lifecycle, visit:
http://blog.listenloop.com