For SaaS companies, investing in high conversion marketing tools and strategies is required for effective B2B promotions. Surveys are one of the most interactive and effective ways to seek customer feedback and inputs with the goal of bettering the services and experience provided to the customers.
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Enabling a SaaS startup’s growth requires you to take decisive steps in order to ensure better conversion rates, and customer surveys can play a crucial role in achieving these goals. The SaaS market has been consistently growing at a rate of about 30% per annum and is one of the most saturated and dense industries in the world.
So if you have already decided that you want to implement a survey that will provide you with the right insights to make your business grow, you are on the right track. But creating an effective survey is tricky and requires you to put a lot of thought into the process.
Here is a step-by-step guide to help you through the process of creating highly converting surveys for your SaaS business.
4 Steps for Creating a Perfect Survey
Step 1: Choosing the Right Type of Survey
Before you even start creating a survey, it is important to define the goals that you want to acquire through it. There are several kinds of surveys that SaaS companies can deploy on customers for better insight. Companies should evaluate the right kind of survey for fulfilling their goals and implement them across various stages of customer interactions.
For instance, there are qualification surveys to ensure that your product is the right fit for potential customers. After interacting with the customer like onboarding or a customer support session, surveys can help you in many ways.
Customer satisfaction surveys help you find out whether the customer is happy with your product and assess their loyalty towards it.
There are also cancellation surveys that SaaS providers can deploy when a customer cancels their subscription or plan to understand what could have been done better.
Companies like Uber and Lyft, have their customers fill not only satisfaction surveys for every ride, but also cancellation surveys in case you cancel a ride so that any service-related improvements can be addressed immediately.
Step 2: What Questions Should You Ask?
Once you have decided on the purpose and goals of the survey, the next crucial step is to curate the right questions for your customers. The questions to be included in the survey should be designed with a result-oriented approach.
There are specific questions that should definitely be included based on the type of survey that you are going forward with. Regardless of the survey type, your questions should be close-ended, insightful and the inherent flow between the questions should be maintained.
For instance, if you are creating a customer satisfaction survey, asking whether they are satisfied after a support ticket has been closed is an important metric. If you are trying to assess the product fit, asking how disappointed the customer will be if they can longer use the product, could be a great addition to the survey.
Moreover, in case of a cancellation survey, asking the customers about the reasons for their cancellation could be the right feedback for you to improve and make your product even better.
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The popular SaaS product for team communications, Slack has a detailed cancellation survey in case you want to cancel your subscription, to understand the issues that you are facing and how they can retain you as a customer.
Step 3: Selecting the Right Survey Tool
Now that you know the goals you want to achieve and the type of questions to be included, the next step would be to find the right survey tool for carrying out the survey.
One of the biggest mistakes that SaaS marketers do is pick a survey tool that is not the right fit for their business operations.
Since the operations and key metrics of SaaS companies are unique compared to other online businesses, it is important to ensure that the right survey tool is chosen.
When it comes to surveys, involve.me is the right fit for your needs. It is reliable, robust, and user-friendly. It supports all the relevant third-party tools to streamline your customer engagement and become more productive in creating sales through engaging your customers.
It provides end-to-end features and solutions to attract, convert and retain your buyers online. Go through its features to get to know more about the tool.
While some of these tools offer flexible features, some of them even offer features that are tailored for SaaS companies which you can largely benefit from.
Step 4: Understanding Best Practices
If you have chosen the right survey tool and questions to address your goals, it is the right time to delve into best practices that you should follow while implementing customer surveys. Some of the key best practices that you should definitely follow are as follows:
Target your questions to get qualitative and quantitative data from the customers
You should time your surveys right, and schedule to send them when customers have just achieved a milestone
Keep the survey as concise and effective as possible to prevent survey fatigue
Thank your customers promptly at the end of the survey for their time and feedback
Create infographics to visualize the data derived from the survey for presenting to your team and if needed, your customers
Take actions based on the survey responses and keep your customers informed so that they are aware that their feedback is taken seriously
Conducting surveys is a great way for SaaS companies to create and modify their core strategies and products. Customer feedback can give SaaS providers a lot of insight into their expectations, their demands, their pain points, and most importantly, their association and feelings with your brand.
Surveys can be a great source of rich data used in decision-making and strategic management and should be implemented at different stages of the customer journey. However, with great surveys comes great responsibility for companies to translate the insights into improvements and updates in their service.
Hiral Rana is a Digital Marketing Consultant with over 10 years of experience. She's passionate about all things Digital & Social Media and has conducted training programs at institutes like GLS University and L.J. Institute of Media & Communications. Hiral also shares her insights and knowledge with the audience of publications like AdWeek, Entrepreneur Magazine, Social Media Today, and Social Media Examiner to name a few. You can follow her on Twitter @IamHiralRana.