#11 – Before You Launch A Product Survey, Do This

My name is Khalil Slade and I love to talk about conversion rate optimization.

I'm Simba and I love asking questions about conversion optimization.

This is CRO Live hour, a show all about a B testing, experimentation and conversion rate optimization.

Each episode Khaled amazes me, answering some of the difficult CRO questions, dropping insights like it's no big deal, while pretty.

Much every episode will take on a new set of conversion rate optimization questions that are not easy. We will talk strategies, we will talk process, and we will talk tactics. Simba will be bringing all the questions.

Oh man. I bring tough questions like do a B testing results fade over time? How do you go from low to high testing velocity? How do you measure the success of a conversion funnel? And how do you align your CRO program with a growth strategy? Yeah, Khalid, these are very, very tough questions.

Yes, they are. But we always answer them here. And if you love conversion optimization like we do, and certainly like Simba does, subscribe to the CRO Live, our podcast today. Wherever you listen to your podcasts, there's five different elements you can you want to consider whenever you are creating a product survey. First is understanding what's your goal? What are you trying to accomplish? Are you trying to measure user satisfaction? Are you trying to add a new feature? Are you trying to see the demographics that people use? There are so many different goals and that will determine what type of questions you are going to ask. That's number one. Number two, which people find very strange is before you actually even launch it on a website, you want to think to yourself as I'm asking those questions, what are the possible next steps? Well, based on the survey, I might drop a feature. Based on the survey, I might focus my marketing on this. So I always like to say, you know what, think about the possible outcomes and think about them before you actually conduct the survey. That will make your life easier in making a decision as opposed to facing some data that you don't like and you haven't thought through. And now you're under the gun of making a decision. Number three is segment your data. Understand that when you're launching a survey, are we targeting new visitors? Returning visitors, People who bought from us, people who did not buy from us, Logged in users, non logged in users. Different types of users should be asked different types of questions. You can't just be asking. You shouldn't be asking the same question to all of your visitors because then you get data that's all over the place. Ultimately, your goal is to find cohorts of data and consistencies for our logged in users. They really like this feature or they're really looking for this feature. So that's what we need to be working on. Another thing that you should do is you really should ask clear questions, unambiguous questions. Sometimes I see surveys on a site and I'm like, I really don't understand the question because I could interpret it in so many different ways. So you need to make sure that the language that you're using on the survey is rather clear. And then you need to determine where you are spending most of your time. There's three different parts to creating survey. Pre launching the survey, the actual survey and the post. Most of your time should be spent in the pre and the post before launching the survey. You know, we thought through it completely post launching the survey. We're doing the analysis during the survey. Creating the survey, that's the easy part. Anybody can create a survey within an hour, if not even less. You sign up for software, you launch it on your website and you're up and running. Is the pre analysis, the post analysis? That's the hard part of creating a survey.