Guided Tours

• One-step tours work extremely well
• Keep messaging short and sweet
• Promote the value to the user for clicking or taking tour (i.e. Why should this user of our site click? What’s in it for them? What’s the payoff?)
• Images work well – especially faces. Mid-shot or close ups of people in a relevant setting. Bright eyes, smile, looking straight into the camera (Note: Image should match messaging)
• The more targeted the better; utilize audience segments as often as possible
• Set Goals and perform A/B Testing to validate lift in performance

In-App Messaging Announcements

• Keep campaigns fresh. Rotate the creative (relevant to season, timeframe, target, etc). The amount of time between refreshes is different for each audience, but a general rule is to run a campaign for 10 – 14 days
• When you launch a campaign, set a baseline goal and track performance over time using UserIQ analytics. Look for response degradation to determine whether it’s time to refresh creative
• A feature announcement with a “Take me there” button that directs the user into a guided tour is extremely effective
• Consider running a “Click to tweet” message that will be seen by anyone who’s responded 9 or 10 to the NPS survey
• Darken background to highlight in-app message
• Set Goals and perform A/B Testing to validate lift in performance

Surveys

In the past, NPS Surveys have been delivered to all customers within an email.  This has historically yielded 5 - 15% completion rates and fewer comments. 

There are several drawbacks to this methodology:

• Those who respond to an emailed survey tend to reply with either very low or very high scores (i.e "I love it!" or..."I hate it!"). This means the responders are either Detractors or Promoters and on each side of the spectrum. You don't hear from those who are Passive or middle-of-the road customers, who are the easiest to sway and become Promoters who turn into incremental revenue or upsell
• In-application delivery of surveys to highly targeted customers yields 50-70% response and completion rates and provide more commentary. This is because the survey is targeted and delivered at the "zero moment of truth", when customers are most likely to respond and are in-the-moment

NPS Surveys yield the best completion rates and response when they are delivered in-application and to specific, high value audiences (50 - 70% responses and commentary completion, typically)

• Always strive to garner high value customer sentiment about the features most important to them within your application. Do NOT collect sentiment of the platform overall or the company overall. 
  • Most brands currently use NPS to understand overall customer feelings (yield 5% - 15% response completion)
  • Feature-specific sentiment from high value customers yields the highest ROI or revenue potential
• Always follow up with Passive Users (those who vote 3 - 8 on their NPS response) 
  • These customers represent the "lowest hanging fruit" and can be more easily convinced to become a Promoter (if the brand addresses their needs, challenges, goals). 
  • This equals more incremental revenue and better ROI
• Consider launching an NPS survey targeted to a segment and have it render next to a specific feature or page. Collect email addresses of those who respond. Re-survey that list to measure lift in response.
• To garner more comments from your survey questions, be sure to hide comment box when survey initially renders. After a user rates the experience, the comment box will appear.
  • Showing the comment box when the NPS scoring portion renders tends to be too daunting to the customer and reduces response rate.  
  • Make it easy for customers to offer input on your platform
• Ask Power Users and Promoters for testimonials, or consider putting them on a client advisory board
  • This group acts as an external sales team for your SaaS platform and will sing your praises to other potential customers in the industry
• If possible, partner with Promoters
  • This group consists of your best advocates and can expand potential customer relationships as well as revenue and upsell
• Change the header, NOT the body copy. i.e. Header might be altered to say “What do you think of (list specific feature or page)”
• Based on responses, export data, bring into excel, click on auto-filter and segment those who rated at particular levels (1-6 example) TO EMAIL THEM.
• Darken background

Emails

• Use emails to target those who’ve stopped coming to the application. Within the email, include the URL for the tour or feature announcement or survey
• RECOMMEND for those who cancel subscription, that you download their email addresses, upload and email them asking for feedback. Then, use the survey link back within that email to get that user back to the correct page where they can take the survey
• Targeting specific users through email: It’s easy to segment users. Click export and it will show email addresses. Just upload these addresses into Pardot and email them

How to avoid frustrating users with too many messages

• If it’s an educational message, use remind me in the message
• If it’s promotion-related, use frequency capping
• Segment audience audience as tightly as possible for optimal relevancy