Designing Surveys

"run an ad for your podcast... what was my click-through rate on the ad? Which will tell you if someone doesn't click, it's either not a good description or it's not a good set of content... if they don't subscribe... my content probably sucks."

"Profile your people, know who you're talking to. It's more important than a couple percentage drop-off that will never going to activate in the first place. No, no, no die user please because all of us are tired of receiving outbound that is not relevant to us."

"We identified SparkToro's best customers. Now, what I mean by best customers is those that get a ton of value from your product as of exist today, pay obviously. They're happy. They're low maintenance. And very importantly, they signed up for your product recently enough that they remember what life was like before. So generally, we say that's in the three to six-month range."

"NPS is the best example of the marketing industry marketing itself... the consensus in the survey science community is that NPS makes all the mistakes... Customer satisfaction, a simple CSAT metric, is better. It has better data properties, it is more precise, it is more correlated to business outcomes."

"We just asked for forgiveness and put these questions into the silent flow and ran as Navy test with a small group... I'm not kidding, an improved conversion. There's no personalization, nothing past it, just the questions. An improved conversion by like 5%, just improved signups."

"Identify the most important for you, and the least important... If you do this a few times, you will be able to prioritize the entire feature set in a relative fashion, and truly understand what drives willingness to pay."

"We would make a list of our features that we had and maybe new things we wanted to build and have people rank them as a must-have, nice to have, or not necessary that help us understand the relative prioritization. You can also get at it with a hundred point question where you give users a hundred points and say, 'Spend them across these different features.'"

"You can just ask a few questions, 'How satisfied are you? What are the biggest barriers to your productivity, or what are the biggest challenges to getting work done?' and let them pick either from a set of tools or maybe a set of processes and then say... Let them pick three, just three. Of those three, how often does this affect you? Is this hourly? Is this daily? Is this weekly? Is this quarterly?"

"A lot of folks go to write a survey question and they'll say something like, 'Were the build and test system slow or complicated in the last week?' You're asking four different questions there. If someone answers yes, was it the build? Was it the test? Was it slow or was it flaky or complicated or something?"

"We ask customers, is the short answer. So, we have an attribution model, as you can imagine, and we've had one from the early days, and it overlays all the referrer data and cookie data you have on visits comes to the website. So you kind of know that. And then you obviously have the soundtrack stuff, and we sample, and ask customers a set of questions on this, and then overlay that onto the... What turns up in your web tracking as direct traffic to give us a sense of how big that word of mouth number is"