how to use surveys to improve your product growth strategies

Why You Should Use Surveys To Improve Your Product Growth Strategies

Your time has finally come! You’ve been consistently making the right business decisions and you’ve been able to successfully grow your company. But while you’re celebrating you start feeling overwhelmed. You know that making improvements to your product is your best chance to continue your company’s momentum. But you have no idea where to begin.

You want to build a new feature that will impress your current customers and one that will attract new prospects. But you have too many ideas. You’re stuck. You just can’t decide which possible feature would best serve your business’s interests. And you know that each moment that passes is another potential opportunity lost.

What you were just celebrating seems to be forever ago. And the stress has piled on. Usually, people tend to overthink in these situations. And chances are, you’re overthinking too.

Ask your customers for their input before you start

Sometimes the answers to the hardest questions have been right in front of us, staring at us the entire time, with their credit card drawn, ready to make a purchase.

In all your brainstorming sessions, it never occurred to you to ask your current customers (and prospects) for their input. But this is one of the best ways to understand what your customers want. Well… almost.

You’re probably thinking of Henry Ford’s famous quote about if he asked customers what they wanted they would’ve said a faster horse. And it’s true. Customers are notoriously bad at describing what they would like to see from growing businesses. But they’re great at telling you exactly what they don’t want.

One of the easiest ways to have your customers tell you what they don’t want is to ask them. You could go the old-fashioned way. You could call every customer to ask them which of your possible new features they are least interested in. Then track all the data manually, analyze your results, and make a decision.

Or you could use a one-click survey software that allows you to ask one question via email and will automatically track all of your responses. We’d recommend YesInsights (but, admittedly, we are a bit biased).

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You will be able to narrow down your list of possible new features once the results come in. And you’ll save yourself time, money, and headaches.

Nobody wants to build a new feature only to find out afterward that your customers didn’t want it! Which is why developing a strategy to find out what your customers don’t want before you start building is one of the biggest benefits of using one-click surveys.

Keep asking questions as you develop your feature

Don’t stop sending surveys to your customers once you’ve decided on which feature to build. There are still many variables to decide, such as UX/UI design, functionality, ease of use, etc. after you know which feature has priority.

Try sending a one-click survey to your current customers asking if they’d be interested in being in a beta testing group in exchange for a coupon or discount. This would be one of the cheapest ways to get usability feedback. And it’ll be more accurate than online testing tools because you’ll actually be asking your customers.

But if you don’t think your new feature garners an entire testing group, you could still pose simple questions to your customers to get a better pulse of what they are looking for. For example, you could make a screen capture of your latest feature in action then ask if your customers think the functionality of it could improve. This method won’t give you as much detail as the beta testing group, but you’ll be able to get more overall feedback.

It’s best to pair both of these methods so you can paint a fuller picture of what your audience expects. And the more data you have available, the easier it will be to make decisions in the future too.

Recommended Reading: “Qualitative vs Quantitative Feedback: Which One Is Better?”

Follow up after it’s built

People generally don’t provide feedback via surveys because they have a preconceived notion that their feedback won’t be acted on. So it’s essential to follow up with your customers to thank them and personally announce your latest feature.

It’s a great way to remind your customers that you value their input and that you are acting on the feedback they provided. And it’ll encourage them to provide more feedback to you in the future. But don’t stop there.

Another good practice is to send out another feedback survey after they’ve had some time to use your latest feature. Generally, two weeks is enough time for them to adequately test your feature. So send out another email survey asking them if they’re having any difficulties in the functionality of your feature.

With YesInsights, survey responders will be able to provide additional details after answering the initial question. So you’ll be able to tell exactly what difficulties users are experiencing so you can fix their problems.

And make sure you follow up with your customers after updates too!

Continue to use the data to inform your future product growth strategies

After you’ve gone through this entire process, you’ll not only have a new feature your customers love, but you’ll also have a mountain of data that can be used for your future product growth strategies.

The most powerful aspect of creating a feedback loop for your product growth strategies is becoming more informed on what your customers like and dislike. Usually, it’s best to have your customers tell you what they do like in regards to functionality and design. Whereas it’s best to ask your customers what they don’t like in regards to new features or products.

Often, the feedback you receive will stay relevant for future decisions. So you can make educated guesses when it’s time to expand your product by routinely asking for and analyzing both types of feedback.

Recommended reading: “How To Prioritize What Product Features To Build Next”

Conclusion

You can celebrate without some of the added stress that comes with growing after you implement this system of prioritizing and creating new features and products.

Planning ahead will likely save you time and money as you won’t be building new features or products that your customers don’t want. You’ll have plenty of data that will help you make more informed decisions in the future. And you’ll encourage a system of routinely getting feedback from your customers by proving to them that their feedback serves a purpose.

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This will help you build an awesome customer experience that will have your customers raving about you to their network of friends, family, and colleagues. And that means more growth!

John is the Marketing Lead at YesInsights. John is motivated by a desire to make other's lives easier, particularly through digital means. He is fascinated by seeing other businesses grow, and that's how John landed at YesInsights.

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