When Zola started their business as an online wedding registry, their founder and CEO Shan-Lyn Ma had to confront many assumptions an unknowns. So they used two research tools to uncover what their customers really wanted:
- Net Promoter Score surveys
Both of these led Zola revise their offering and adapt to what their customers wanted. We learned about this NPS case study from an excellent article at firstround.com.
Like the method used in FanExam, Ma used a NPS survey on their website to question visitors and customers if they would like to recommend Zola to someone else. What is interesting about this use case is that Zola choose to focus on Detractors as a channel to hear straightforward advice. In their experience the feedback from Promoters was less clear.
Ma choose to offer the NPS survey to their customers monthly. This is more frequent than we advise per default in FanExam, but it makes sense for their specific offering (actually FanExam allows you to set the survey frequency such that it matches your specific audience preferences and your goals). As CEO Ma says: “You want to reach out when your customer is ready to give feedback and when they have a good basis for that feedback, not when it’s most convenient for you as a company.”
I can really recommend to read the whole article at firstround.com:
Disclaimer: FanExam has no affiliation with firstround.com and Zola.
What is happening with customer feedback?
The world of customer feedback is changing, and customer centric companies start to overwhelm their customers by asking for feedback through to many channels. There are many reasons for this, but most notable is that customers interact with their computers, laptops and phones with the same service. And each device opens a new feedback channel. Add to this email and calling, and it is easily seen how customers can feel overwhelmed. And while it might feel unfair, customers just want an easy way to give feedback. They expect that someone acts on the feedback. They expect that a person (Gasp!) comes back to them if necessary.
The old approach
The old approach is to offer as many feedback channels as possible. Have a helpdesk software. Ask customers here for feedback. Have a survey on the website. Send out emails asking for a reaction. This is to much and to disparate.
The old approach no longer works, because customers get fed up. And your company drowns in disparate feedback silos.
The new approach
A new way to think about feedback: Just ask for so much feedback that your customer feels heard and that you can actually act on the feedback. If you don’t act on feedback, customers will feel that their effort is wasted. And that is true.
FanExam is working on their next generation NPS platform. We make this vision a reality.
With FanExam you can choose an optimal NPS survey position to get high response rates. NPS survey design influences response rates and user experience. Have you ever wondered why the FanExam NPS survey position is in the top-middle of a webpage? We have! The top-middle position was chosen because tests revealed that this results in very good response rates.
With increasing use of FanExam in different applications, ranging from Software as a Service (SaaS) to websites, hotel booking sites and software testing sites, we have learned that a one size fits all approach does not work. The result is an updated settings page. The new options under Survey Design let you preview and select different NPS survey positions.
How to choose a NPS survey position
Some of our customers are using FanExam as an internal tool to measure feedback. Some users may see the FanExam survey multiple times because of specific setup and testing requirements. In this use case response rates are still important, but also user experience is increasingly important. We have added the option to show the survey as a top or bottom bar:
Or in the lower right corner:
NPS survey recommendation
We still recommend to start with the default top middle NPS survey option. This option ensures the highest response rates and thus the highest representativeness of your survey.
How to set the NPS survey position
Go to the FanExam Settings page, choose Survey Design and select a position.
FanExam can anonymize the IP address of NPS survey responses. You might wonder why this is necessary? In short, some of our commercial customers in the EU have strict privacy policies. For example, some customers don’t collect personally identifiable information when using FanExam. For these customers the anonymize IP option is available.
The anonymize IP option is mandatory for specific use cases, as some countries interpret personally identifiable information among other as the IP address of the computer or device from which the FanExam response was submitted (the IP address is basically a unique identifier for a specific device, similar to a telephone number, see https://en.wikipedia.org/wiki/IP_address ).
How to set the “anonymize IP” option
If you need to anonymize the IP address, open the FanExam settings page, go to the Settings page , search for “Anonymize the IP address of collected responses:” and set to “On” or “Off”.
This anonymize IP setting takes effect immediately for all newly collected responses.
The Net Promoter Score (NPS) is a simple and surprisingly effective method to get actionable customer feedback. This customer feedback can in turn drive your SEO -Search Engine Optimization and deliver more focused traffic to your website. The main method to get information on your website visitors is Google Analytics. SeoHighLighter is a tool to combine NPS and SEO. In effect your SEO score is driven by the questions and search terms your visitors put into Google, in combination with the content on your website. Once you know the questions and search terms your visitors use, you can answer the questions directly on your website copy and help your visitors. When you start collecting NPS and open text feedback from your visitors, you uncover the language of your customers. The language of your customers are the terms and phrases they use to find your website and express their thoughts about your website.
How to integrate NPS and SEO with Google Analytics
In this post we show an effective, yet simple method using SeoHighLighter to integrate NPS and SEO. First, you need to open an account with FanExam here. Then you need to connect SeoHighLighter. SeoHighLighter is a service to make Google Analytics easy to understand and actionable through dashboards. We use FanExam for collecting NPS and open text responses. Thanks to the integration of Google Analytics and FanExam on the one end, and SeoHighLighter on the other end, your NPS scores will automatically appear in the SeoHighLighter dashboard.
The FanExam dashboard shows your rating and the open feedback responses.
How to set up SeoHighLighter with FanExam in 4 simple steps:
- Put Google Analytics on your site.
- Install FanExam and follow the Google Analytics integration steps.
- Activate the Google Analytics integration in the FanExam dashboard.
- Open an account with SeoHighLighter.
Done! SeoHighLighter will auto detect the FanExam data in Google Analytics. Reporting starts automatically when data becomes available.
Why is this a good idea?
The combination of SeoHighLighter and FanExam is a low effort – high reward strategy to combine website data with customer feedback. You can correlate visitor behavior with the language of your visitors and improve SEO by adjusting your website to what your visitors are looking for. Start with your FanExam account here.