How Some of The Most Successful Companies Leverage Surveys To Improve Their Workflow

When applied correctly, surveys can help your company increase conversion rate, gather valuable/actionable feedback, take the guesswork out of knowing what your customers want, and most importantly learn how to improve the workflow of your business. The powerful thing about surveys is that it can be used across all departments. This can be customer success, marketing, sales, operations, product, and anything in between. It’s rare to come across a successful company that doesn’t take advantage of surveys to improve their workflow.

The thing about surveys is that they’ve received a bad reputation over time due to the long traditional annoying surveys, terrible UX, low response rate, and many other issues. We’re looking to change that at YesInsights. Our goal is to make it as easy as possible for you to create simple and effective surveys across all platforms, so you can collect high response actionable feedback and improve your business.

In this post, I’ll show you a bunch of successful companies that leverages all different types of surveys in order to improve their business workflow.

Gamefly

Gamefly is a game rental marketplace with the best selection of video games for PlayStation 3, PlayStation 2, PSP, Xbox 360, Xbox, Wii, GameCube, Nintendo DS, and Game Boy Advance. I use Gamefly to rent games from time to time and they do an amazing job with one-click surveys.

A few days after you place an order for a game, you will receive an email from Gamefly asking you about the status of the shipment. The survey looks like this:

gamefly one-click survey yesinsights

This is a very creative yet powerful way to gather actionable feedback from a survey. This survey works and receives a high response rate for a couple of reasons:

  • It’s a one-click survey that embeds directly within the email. One-click surveys receive a much higher response rate. Companies like Piktochart uses YesInsights‘ one-click surveys to gather feedback and gets up to 80% response rate. Users usually don’t have to think in order to select a response and most response are straight forward as seen in this email
  • This simple survey allows the operation team over at Gamefly to improve their service. If they notice that most people aren’t receiving their games on time, they’re able to improve the logistics behind it and create a better customer experience.
  • This survey shows that Gamefly actually cares about their customers and that they’re actively seeking feedback, which makes the company stand out.
  • A simple survey like this will allow Gamefly to open more doors for additional surveys and offer promotional discounts/referrals, which will help them grow their business.

If you’re looking to create a similar survey to this, check out our one-click survey solutions directly here.

PatientsLikeMe

PatientsLikeMe is a patient network that improves lives and a real-time research platform that advances medicine. Our innovative technology helps 400,000+ patients with 2500+ conditions improve their outcomes by connecting with and learning from thousands of others just like them.

In other words, it’s a private community/social network for patients that want to connect with other patients. As an entrepreneur, we run into a lot of depression and health problems without us knowing, so this is the perfect network for me and my entrepreneur friends to connect with each other.

If you’re a member of PatientsLikeMe, you’ll be receiving a daily email from them with a survey that ask for you to check in your status. It’s a great way to build engagement with the community and for you to start off your day. The survey looks like this.

patientslikeme yesinsights

I love how this is different from other surveys. It appears in mini smiley face. I’ve came across something similar to this before as a website widget on Hubspots’ blog, but this survey works well for a couple of reasons:

  • It’s a simple one-click survey like GameFly, except they’re using smiley face. Very straight-forward, so easy that my 5 year old cousin can select a response 🙂 Notice how it says, “just one-click is all it takes to answer!”
  • Builds engagement with the community – One of the hardest things about building a social network/community is keeping the engagement alive. With regular check-in, users will always come back and go onto the site in order to stay actively engaged.
  • Allows the company to collect feedback and see how their members are doing overtime. PatientsLikeMe tracks all of your daily check in, so that you can see how you are feeling over time and it helps their staff figure out which members are active and which are not. For example, if they notice that a member is inactive, they might trigger an email asking them to check out additional resource or offer in-person events to ensure you are still active.

IDoneThis

IDoneThis is the easiest way to share and celebrate what you get done at work, every day, that companies like Zappos, Foursquare, and Reddit use. Reply to an evening email reminder with what you did that day. The next day, get a digest with what everyone on the team got done. It’s a simple app that I love and comes with a free plan along with a free trial.

In order to successfully target teams and companies, IDoneThis needed to find the right language for their messaging. This is a common problem that most SaaS companies try to figure out. To solve this problem, IDoneThis sends out a triggered email survey that ask it’s users why they signed up for the trial right after they signed up. The survey looks like this:

idonethis yesinsights survey

This is a very simple survey that all SaaS companies should be sending out as soon as the user signs up for the trial. We ask where the user heard about us from at YesInsights as our onboarding survey so we can narrow down the marketing channel. This survey helps IDoneThis for a few reasons:

  • IDoneThis can figure out their marketing message and know exactly what the user’s intentions are for using the product. This allows them to create more features or content marketing materials based on what the customer/user actually wants.
  • I Done This found from their 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.
  • 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 IDoneThis 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.”

Rasmussen College

Rasmussen College is a for-profit private college and Public Benefit Corporation (PBC), offering associate’s and bachelor’s degrees at 24 campuses in Minnesota, Illinois, North Dakota, Florida, Wisconsin and Kansas. It also has an online division.

Rasmussen offers on-campus and online classes leading to Bachelor of Science (BS), Associate of Applied Science (AAS), and Associate of Science (AS) degrees in career-focused areas. It also offers a variety of certificates and diplomas.

One of the biggest problem that Rasmussen runs into with it’s visitors on the site is that people land on their site for a variety of reasons and the marketing team has a hard time figuring out what’s the main purpose of the users visit. Visitors can be looking for an online degree in business or maybe an in-person nursing degree. In order to provide the correct information, Rasmussen College uses a website feedback widget to figure out what’s the main purpose of the users visit. The widget looks like this:

rasmussen college yesinsights

This type of website survey works for a few reasons:

  • Compared to other surveys, website surveys allow you to capture instant feedback from your visitors. This means that you do not need to capture their email or look into your database to find users. Instead, a visitor will see this survey as soon as they land on your site and leave a feedback right away.
  • The question is simple and straight-forward. A visitor can easily input a response based on what they are looking for. The college can then prompt another survey asking for their email and reach out to that person with more information regarding what they are looking for. It can work like a live chat for the fraction of the price.
  • The staffs can look through all the results, analyze the data captured and write more content regarding the topic that the visitors are seeking. It’s a win-win situation.

Looking to create a simple website feedback widget survey like this? Sign up for our free trial at YesInsights and create one in minutes without code!

Inbound.org

If you’re an active guy in the tech marketing world, you’re probably familiar and active on Inbound as well as GrowthHackers. Both sites are excellent ways for you to learn more about the marketing field, learn from others, and build your network. Inbound.org isn’t a huge company, but they do understand the importance of using surveys for feedback and includes them in their digest emails.

Inbound.org is one of those email subscriptions that I subscribe to and every digest email comes with a different survey. This is one of them that I just dug up.

inbound org yesinsights

This is their survey question of the day, but they send different types of survey questions and like to mix in user feedback survey questions as well. At the end of the day, Inbound.org is a community, so one of their primary goals is to keep their community engaged. This is an effective survey for that purpose. This simple question works for a few reason:

  • It’s a simple two option response question. You just need to select either Yes or No. The less choice the higher the response rate.
  • This is a “fun” question that keeps everyone engaged. At core, a community can’t always be about technical feedback, users need to feel delighted and this is a little way for them to stand out from all the other email digest that people receive on a daily basis.
  • As I mentioned, Inbound likes to mix these type of fun survey questions along with actual community feedback questions. Once the members get in a habit of answering survey questions on a regular basis, chances are that they will answer the rest as well. This will help the team increase their member retention rate as well as active user rate.

YesInsights

That’s us!! YesInsights is no big company yet, but we aim to provide the best all in one feedback for you to gather user/customer feedback across all platforms through one-click, NPS, and website widget surveys.

We eat our own dog food and use all types of surveys ranging from one-click to NPS as well as the website widget surveys on our landing page, pricing page, blog, triggered emails and many more.

For this example, I’ll be talking about how we use cancellation surveys to learn more about why users churn and how we can recover a cancelled user. There are many ways you can do this, but one of the things that I like most and seems to work most is by using an in-app cancellation survey to figure out why the user wants to end their subscription. Our survey looks like this:

yesinsights website widget

This in-app survey works for us for many reasons:

  • We receive 60%+ response on all surveys that pop up within our app or triggered email surveys. A high response rate allows us to get a big range of data that we can analyze within the YesInsights dashboard.
  • Like with most SaaS companies, we have a hard time figuring out why the user is cancelling their account. In order to create the best product and reduce churn, we need to know the majority reason for cancellation and this simple survey gets us what we need to create a better product roadmap.
  • Website and in-app widgets have excellent UI and doesn’t annoy the user. It’s a simple slider that gets results.

There’s a lot more reasons why this survey helps, but that pretty much breaks it down and shows an example of how SaaS companies can use it in their cancellation workflow to reduce churn and treat their customers better.

KissMetrics

KissMetrics is one of the top analytic tool created by Hiten Shah and Neil Patel. With KissMetrics you can track and analyze customer behavior with Kissmetrics to turn more visitors into customers.

I’m personally a big fan of KissMetrics’ overall marketing strategy and how they leverage a good amount of content to promote their product. Their weekly webinar is super informative and helpful as well.

I’m subscribed to their newsletter and once in a while I receive one-click surveys from them that nails the point. The survey looks like this (very similar to GameFly).

yesinsights kissmetrics one-click surveys

This isn’t a welcome email that you get when you sign up for their newsletter. Actually, I think I received it about 2 months after I subscribed, so this shows that the company is actively seeking feedback through surveys and that it’s pretty recent. I love this simple survey and it works for a few reasons:

  • It’s a one-click survey with only two response. This makes it very easy for the user to click on a response and provide their feedback. I’m pretty sure they get a high response rate due to the native embed.
  • It ask a simple question, “We have tons of educational content. What are you most interested in?” KissMetrics help with both conversions as well as improving the customer experience. With the feedback gathered from this simple question, the marketing team is able to determine what content they can send their audience in their digest updates.
  • KissMetrics is known for content. Google anything analytic or conversion related and you’ll be sure to find a lot of KissMetrics blog post that rank pretty high. As content creators know, coming up with new ideas is difficult, so this allows the content team to narrow their focus and come up with more topics that readers actually want to read. Well done KissMetrics.

Buffer

Buffer makes it super easy to share any page you’re reading. You can keep your Buffer topped up and they automagically share them for you through the day. It’s a very simple yet powerful social media marketing tool that I use on a daily basis.

Buffer is known for their amazing work culture and their whole team is remote. Their also known for their customer support. Try tweeting to them and you’ll receive a response quickly every single time! Very customer-driven company and transparent about their revenue as well.

With that said, every customer-driven company takes customer feedback extremely seriously. Buffer pumps out new product features all the time and they use a typical “product-market fit survey” to determine whether or not their feature will have a demand. It’s a great way to validate a product feature. The survey that they usually send out looks like this.

buffer product market fit survey

When Buffer launched it’s Power Scheduler Tool, they sent out a simple survey that ask a single question, “How would you feel if you could no longer use Buffer’s Power scheduler?” The question comes with only three different type of responses – Very disappointed, somewhat disappointed, and not disappointed at all. This survey question works for a few reasons:

  • Very simple and helps Buffer validate their product. As a rising company with new features coming out all the time, you’re always guessing whether or not this is a “Must have” feature. If you notice that most people will be very disappointed without this feature, then you know you have a “Must have” feature.
  • On the other hand, if a good chunk of your customers are saying that they won’t be disappointed, then you might want to think about how you can improve your product. This is a good sign that you should prioritize improving your product rather than pouring more money in acquisition without knowing what your customers want.
  • It’s a powerful question that you can use not only for validating a product feature, but you can use it after you launch the product for a while. The best practice is to segment the list of people that you send out this survey question to. For example, you might only want to send it out to beta testers.

You can create a very similar survey using YesInsights without any code that embeds in any platform. Check out our version of this exact same question:

productmarketfityesinsights

Here’s our result within YesInsights analytic dashboard:responses-yesinsights

 

Betterment

Betterment is the smarter automated investing service that provides optimized investment returns for individual, IRA, Roth IRA & rollover 401(k) accounts. I’m an active Betterment user and I love the platform. Their main competitor is WealthFront, but Betterment gave me better results.

Betterment is a big company solving a big problem with a friendly interface. They send out frequent Net Promoter Score Surveys (NPS) to engage with all their customers. I receive them via mobile as well as email and it looks like this:

betterment-nps-yesinsights

NPS is a very powerful customer satisfaction survey used by most big companies. More and more companies are catching onto NPS and looking for solutions. If you’re looking for an easy way to set one up, give YesInsights a try. There’s a lot of things you can do with NPS such as generating referrals, narrowing down your happy customers, and reaching out to customers that aren’t happy with your product. This survey works for a few reasons:

  • Very straight forward question. “How likely are you to recommend “Company XYZ” to a friend. All the respondent has to do is select a response ranging from number 1-10.
  • It can be automated and especially if you have a lot of registered users, you can quickly export a list of people who are happy with your product and ask them for referrals from their friends.
  • NPS opens more doors for more survey questions, so that you can gather additional comments and feedback after the respondent responds to the first survey.

Rocketship.FM

You don’t need to be the biggest tech company to start using surveys for feedback. Rocketship.FM is a podcast dedicated for entrepreneurs. They have a series of podcast based on growth, entrepreneurship, SaaS, e-commerce, product and everything in between.

Rocketship.FM uses YesInsights for their website feedback widget to figure out what their listeners want to listen to more of. The widget appears on their main site and looks like this:

rocketship.fm yesinsights survey

One of the hardest things about running a podcast is determining what type of content listeners want to listen to next. As mentioned above, they have everything from productivity to growth to culture and most podcast analytic apps don’t provide the data on what listeners want to hear. What’s the solution? Ask your listeners and get their feedbacks!

This survey works for a few reasons:

  • Simple website feedback widget that doesn’t annoy visitors. It only slides out when they scroll to a certain part of the page and since our widget is fully customizable, you can adjust the colors to blend in with your homepage’s style.
  • The response is already provided. Once the respondent selects a response, data is captured and it will prompt them to enter their email to get notified when more updates are out for that type of content.
  • Website widget surveys compared to email surveys allow you to capture feedback from cold audience visits, so you’ll be able to capture a large amount of data from just regular visitors without having to add them to your marketing funnel.

Wrapping it up

As you can tell, some of the most successful companies leverages user feedback to improve their business workflows. Surveys do get a bad rep due to a bunch of reasons, but when executed correctly can help you improve your business and build a better product. I hope all the examples above can give you ideas and use cases on how all ranges of companies can be using surveys. It doesn’t matter if you’re in real estate or in tech or maybe you’re just a consultant, gathering customer/user feedback is extremely important and there are creative ways of doing it as the examples show above. As always, if you’re looking for an easy all in one solution to create all types of surveys that gets responses, give YesInsights’ free trial a shot! I’m sure you’ll be delighted with the results! 🙂

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Wilson is the co-founder of YesInsights. Wilson has been an entrepreneur and growth hacker/sales person for his entire life. Previously Wilson ran Head of Growth for Mobile Action, Iron.io and Founder of InspireBeats (all in one lead generation solution). Follow him @wilsonpeng8 on Twitter

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