Customer satisfaction (CS) is not just a key but like a blockchain-protected passcode that will allow you to access success as long as you know how to use it.
How I Done This Used Qualaroo To Dramatically Improve Their Conversion RatesOctober 24, 2016
Thousands of people were clicking onto the landing page for I Done This, the daily check-in tool that helps teams stay on the same page. Many were even signing up for the free trial. But it was still unclear why they had arrived on the site.
I Done This’ free hobby version that allowed users to maximize their personal productivity had been wildly popular. But when the company decided to monetize by hosting a premium version for teams, they needed to refocus their messaging.
I Done This wanted to know what brought users to the site and what their intentions were. So they worked closely with Qualaroo to develop surveys to hone in on the right language to use in their marketing and design. The results of their surveys ended up dramatically influencing their marketing strategies and, ultimately, boosted their conversion rates and bottom line.
Letting Customers Weigh In
In order to successfully target teams and companies, I Done This needed to find the right language for their messaging.
Earlier this year, Qualaroo worked closely with I Done This to roadmap their path to success. Qualaroo created a survey which asked I Done This users why they signed up for the free trial.
Here were the results:
I Done This found from their Qualaroo survey that more than half of respondents implied they came for the free version, while only a quarter responded that they wanted a premium version for “workplace productivity” or “team communication.” They weren’t reaching their ideal customer as well as they needed to be. I Done This’ language would need to change.
Through a second Qualaroo survey, they learned many visitors had arrived at the site via Google searches. So the first thing I Done This did was take a close look at their Google AdWords campaigns.
They plugged survey results into the Qualaroo Salesforce integration to create custom objects, which allowed them to categorize and modify the data. They could look closely at trends and dig deeper into the results.
Based on that data, I Done This began targeting keywords like “team communication” and “team productivity.” All the copy in their ads highlighted the way I Done This can be used to keep teams and companies on the same page. They also moved away from using the term “status report” in favor of more descriptive phrases like “team status report.”
Connecting “team” to “I Done This” was crucial to getting their powerful team productivity plans recognized.
When you have a question about your customers, ask them directly. Their experience, along with objective behavioral data, can provide valuable insights.
Marketing and Designing Afresh
With their survey results in hand, I Done This also took a critical look at the language on their website. Their home page began to reflect the renewed focus on team productivity.
This is how the landing page looked in January of this year, before the changes:
The word “team” is buried at the end of the second paragraph and is mentioned only once. It’s not totally clear to the average user that I Done This is specifically for company use.
Through A/B testing via Qualaroo’s Optimizely integration, they began to make sizable changes. In February I Done This featured “team” higher on the page:
It’s right there in the subhead on a bright red background. That’s hard to miss.
And today, I Done This makes it abundantly clear it’s all about team and company productivity:
“Team” is used three times in the first six inches of the page. There is no doubting what I Done This is used for. The “personal productivity” plan is still available as is the free trial, but now I Done This’ mission is crystal clear to visitors as soon as they land on the site.
Conversion rates began improving immediately. More and more people were coming to I Done This in search of a team productivity tool. I Done This was now reaching their ideal customer.
Asking the right questions can deliver crucial information about where you need to improve. But your survey results shouldn’t only be applied to one area of growth—look at how you can change your customer support, marketing, landing page, design, and interface based on the responses you get. Your solutions should be multi-faceted.
Planning for the Future of I Done This
Tracking the intentions of their users proved crucial to I Done This’ conversion rate and success. So when they were marketing I Done This 2.0, they decided to use Qualaroo again to speak to their customer directly.
Through a survey targeting people subscribed to their product newsletter, I Done This asked customers what their favorite features of the previous version were. Understanding the what was as important as knowing the why. In this way, they could prioritize the vital parts of their product, as determined by their customers. This would make iteration faster and more effective.
Their customers’ feedback was vital to how I Done This planned for the future of its product.
Speaking to customers allowed I Done This to understand their customers’ needs on a deeper level. Knowing what they wanted translated into real changes in the marketing strategy.
I Done This’ conversion rates showed how valuable a simple customer survey can be.
In-app feedback or users’ feedback is a prominent part of any app development process. As a developer, you get to know the flaws you have in your app, what users want, and what can be improved. Now, with the in-app feedback option, you give your app users the freedom of sharing their experience instantly.
The competition among online stores is colossal, so they have to fight for a place in the sun. Сreative solutions are essential here to increase customer engagement. You can constantly fill your site with new content and try different promotion formats. And this can have its effect, but it may not be sufficient for online stores and not persuade customers to purchase in your store. As opposed to classic content marketing, data-driven micro-content has performed well in recent years. It is an effective way to provide users with interesting and useful information, thereby increasing the value of an online store for customers.
In most cases, the ideal user journey and the actual user journey will differ, and getting users to follow through with the desired action will become almost impossible.
Measuring customer satisfaction is essential because happy and loyal customers are awesome assets for growing your business. Several ways exist to measure customer satisfaction and loyalty. One of the most trusted ways is calculating the widely prevalent benchmark figure: Net Promoter Score (NPS). It is highly regarded due to its simplicity, effectiveness, and ease-of-use.
The best way to ensure your survey feedback is legitimate and fits your purpose to the T is to make sure you survey the right candidates.
We are proud to announce that SoftwareSuggest, one of the largest independent software review platforms, has awarded Qualaroo as the ‘Best Value Software’ for Fall 2020.
Intuition can help in making business decisions but when it comes to understanding user behavior and conversions online, user experience research methodologies like A/B testing is what you go for. If you don’t test, you cannot know what is working and what isn’t for your users. And A/B testing helps you to determine that.
Qualaroo has been positioned as one of the best survey software companies of 2021 by the widely renowned SaaS review website, Digital.com!