Helping a SaaS startup grow means making smart decisions to boost conversion rates, and customer surveys can be a key part of that strategy. With the SaaS market expanding by about 30% each year, it’s one of the most competitive and crowded industries out there.
If you've decided to use surveys to gain the insights needed to grow your business, you’re on the right path.
Here’s a step-by-step guide to creating effective, high-converting surveys for your SaaS business.
Step 1: Choosing the Right Type of Survey
Before creating a survey, it's crucial to define what you want to achieve with it. There are many types of surveys that SaaS companies can use to gain better insights from their customers. It's important to choose the right kind of survey to meet your specific goals and use them at different stages of customer interactions.
For example, qualification surveys can help determine if your product is a good fit for potential customers. After key interactions like onboarding or customer support sessions, surveys can provide valuable feedback and insights.
Customer satisfaction surveys help you find out whether the customer is happy with your product and assess their loyalty towards it.
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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.
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Step 2: What Questions Should You Ask?
Once you've decided on the survey's purpose, it's time to craft the right questions for your customers. Your questions should be designed to yield meaningful results.
Each type of survey requires specific questions to gather the most relevant information. Regardless of the survey type, your questions should be close-ended, insightful, and maintain a natural flow.
For example, in a customer satisfaction survey, asking if they are satisfied after a support ticket has been closed is crucial. If you're assessing product fit, asking how disappointed customers would be if they could no longer use the product is very telling.
Cancellation Funnel Templates That Help You Keep More Customers
100% Customizable, Mobile-Friendly and Brand-Ready
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 your goals and the questions to include, the next step is to find the right survey tool.
One common mistake SaaS marketers make is choosing a survey tool that doesn't fit their business operations.
SaaS companies have unique needs and metrics, so it's important to pick a survey tool designed to meet those needs.
involve.me is an excellent choice. It's reliable, robust, and user-friendly, supporting all the relevant third-party tools to streamline customer engagement and boost productivity in driving sales.
Take a look at involve.me's interface:
Drag-and-drop interface for non-techies
involve.me offers end-to-end features and solutions to attract, convert, and retain your buyers online. Check out its features to learn more about what it can do for your business.
Step 4: Understanding Best Practices
If you’ve chosen the right survey tool and crafted your questions to meet your goals, it’s time to focus on best practices for implementing customer surveys. Here are some key tips to follow:
- Target your questions: Aim to gather both qualitative and quantitative data from your customers.
- Time your surveys right: Schedule them to go out when customers have just reached a milestone.
- Keep it concise: Make your survey as brief and effective as possible to avoid survey fatigue.
- Thank your customers: Always thank them promptly at the end of the survey for their time and feedback.
- Visualize the data: Create infographics to present the survey results to your team and, if needed, your customers.
- Act on feedback: Take actions based on the survey responses and inform your customers to show that their feedback is valued.
Wrapping Up + More Survey Templates
Conducting surveys is an excellent way for SaaS companies to refine their strategies and products. Customer feedback provides valuable insights into their expectations, demands, pain points, and most importantly, their connection with your brand.
Surveys offer a wealth of data that can inform decision-making and strategic management and should be used at various stages of the customer journey. However, with great surveys comes the responsibility to turn these insights into tangible improvements and updates in your service.
