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  • How to integrate NPS and SEO with Google Analytics

    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.

    NPS and SEO with Google Analytics
    The SeoHighLighter dashboard with NPS

     

    The FanExam dashboard shows your rating and the open feedback responses.

    FanExam dashboard
    The Fanexam dashboard

    FanExam sends your NPS feedback directly into Google AnalyticsSeoHighLighter then automatically picks up the NPS scores from Google Analytics and directly shows them in a dashboard.

    How to set up SeoHighLighter with FanExam in 4 simple steps:

    1. Put Google Analytics on your site.
    2. Install FanExam and follow the Google Analytics integration steps.
    3. Activate the Google Analytics integration in the FanExam dashboard.
    4. 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.

  • How to collect NPS on a WordPress site

    This post explains how to set up a Net Promoter Score survey on WordPress.  Starting to collect NPS on WordPress is simple and free.

    Setting up the FanExam Net Promoter Score survey on a WordPress site is simple:

    1.  Install the WordPress plugin Scripts n Styles
    2. Open a Fanexam account at FanExam Create Account
    3. Copy the FanExam snippet from the tag pagePreview of the Fanexam embed snippet
    4. Insert the FanExam tag in the WordPress backend on the scripts-n-styles plugin settings pagePreview of the scripts n styles plugin settings page with the Net PRomoter Score survey on WordPress
    5. Save the settings page
    6. Tweak the FanExam settings page.  On a website or blog it is recommended to start with the following settings for the NPS widget: survey visitors on the first or second visit, after 2 or 3 pageviews, and with a 10 second delay.
    7. Experiment with the settings.  There is no magic bullet, as the settings depend on your audience.

    Tip: Adjust the settings when you show the NPS survey after you have observed NPS responses for a period of a few weeks. For some sites it makes sense to show the NPS survey only to repeat visitors, whereas on other sites it makes sense to show the survey on the first visit and the third pageview. This will give the best NPS experience for WordPress sites.

  • Net Promoter Score in Google Tag Manager

    Google Tag Manager Google Tag Manager (GTM) is a free tool that makes it easy for marketers to add and update website tags — including conversion tracking, site analytics, remarketing, and more—with just a few clicks, and without needing to edit your website code.

    If your site uses GTM, you can easily deploy FanExam. You can also bring Net Promoter Scoresm (NPS®) data from FanExam to the GTM data layer and use this information in all tools and applications deployed by the tag manager.  Open your FanExam account here.

    How to deploy FanExam from Google Tag Manager

    To implement the FanExam Javascript tag on your website via GTM, follow these steps:

    1. Copy the FanExam JavaScript snippet from the Embed Code section of your FanExam account.
    2. In your GTM account, create a new Tag and input the name FanExam NPS Survey as the Tag Name.
    3. Select Custom HTML Tag from the Tag Type dropdown.
    4. Paste the FanExam code you copied from Step 1 into the HTML input box.
    5. Based on your site type that you configured in the FanExam Settings, you may have to apply some changes to this tag:
      • Web App (SaaS): Search for the $FE.email parameter, and for it’s value input the client’s user email address from the data layer (or you can use your own primary key), for example: $FE.email = "{{email}}";
      • eCommerce Shop: Search for the $FE.email parameter, and for it’s value input the the purchase ID, for example: $FE.email = "{{purchase_id}}";
      • Content website (Blog): No changes are necessary.
    6. Under Firing Rules we recommend calling the FanExam Survey in special occarions based on your site type. You can either use GTM to strategically summon the NPS survey or use the FanExam Settings to configure visit and pageview frequency control. Here are some observations about the firing rules for each type of site:
      • GTM New FanExam tagWeb App (SaaS): Do make sure to summon the tag only when the user is logged in. We recommend calling this tag within a dashboard and preferably after the user has engaged with your product a couple of times.
      • eCommerce Shop: The tag should be installed in the purchase confirmation page of your online store – so that you can validate the entire purchase process with your client.
      • Content website (Blog): The tag can be summoned on any page – so you can use the All pages option, but we do recommend to let your readers engage with your site before presenting the survey. FanExam Settings allows you to configure a minimum number of pageviews a user must have seen and/or a minimum number of seconds the user must have spent on a page before summoning the survey.
    7. Click the Save button to add the new tag.
    8. Click the Publish button to publish these changes.

    How to send FanExam results into GTM’s data layer

    FanExam supports automatic NPS data push to the GTM data layer. Just turn on the Google Tag Manager integration in the FanExam integration settings for NPS ratings to be posted to the GTM data layer. The information structure posted to the data layer is described below:

    Data layer object NPS_FanExam
    NPS_FanExam.Rating:the NPS rating for that user, from 0 to 10
    NPS_FanExam.Customer_Type:the customer type: Promoter, Passive or Detractor

     

    Google Tag Manager macros & rules

    We recommend creating two macros to be used from the FanExam NPS data: NPS_Rating and NPS_Customer_Type, and one rule: FanExam Survey Response. You can then use these macros and rules to easily send NPS data from the data layer to other applications and services.

     Rating Macro Macro Customer Type

     

    For the GTM rule, create a new Rule and use these parameters:

    • Rule Name: Input FanExam NPS Response.
    • Condition: Select the {{event}} from the first combo box, then choose equals from the second pulldown – and then input NPS_FanExam in the last text box.

    Don’t forget to publish these changes.

    Posting FanExam data to Google Analytics in GTM

    GTM GA EventOk, let the magic begin. Let’s see an example of how to push NPS data from FanExam into Google Analytics (Universal Analytics tag). First, create a new Tag with the following configuration:

    • Tag Name: FanExam NPS GA event
    • Tag Type: Google Analytics >> Universal Analytics
    • Tracking ID: (your UA tracking ID)
    • Track Type: Event
    • Event Tracking Parameters:
      • Category: NPS_FanExam
      • Action: {{NPS_Rating}}
      • Label: {{NPS_Customer_Type}}
    • Non-Interaction Hit: True

     

    If you want to create a Custom Dimension for NPS data in Google Analytics (highly recommended), follow the steps below before adding the tag:

    1. Expand the More Settings option.
    2. Expand the Custom Dimensions option.
    3. Open a new browser window, login to Google Analytics and create a new custom dimension (instructions here, see step 3).
    4. Select the index you created in Step 3, and under Dimension input {{NPS_Rating}}.

    Click on Save and you’re done. Learn more on how NPS data in Google Analytics can help benefit your website with our Net Promoter Score for Google Analytics blog post.

     

    Other ideas for GTM + FanExam

    Now that you have access to NPS ratings in the data layer with Google Tag Manager – you can use this information at will. You can now send NPS data to chat widgets or even summon custom scripts based on the response (maybe a testimonial from Promoters?). Do make sure to use the NPS data across your website ecosystem. Another interesting use with GTM is to bring data into FanExam. You can add demographic information, plan data, or any other tidbit of information you have from the data layer into the FanExam tags and use this data to segment information in the FanExam reporting interface.

  • How we use NPS at Mural.ly – FanExam Customer Interview

    It’s with great pleasure that we will be sharing how leading SaaS companies & websites are using the Net Promoter Scoresm with FanExam. We are starting a collection of interviews with FanExam clients to share knowledge on how they are implementing NPS® to use customer feedback to grow their businesses. We will be talking with CEO’s, Product Managers, and Marketing Leads to understand tbeir experiences and best practices.
    Our first interview is with Agustin Soler (@agussoler) – Co-Founder and Product Manager at Mural.ly. We will learn how Agustin uses NPS data to help enhance his product. We will also talk about his lessons learned and his tips to measuring NPS on a global SaaS product.

    And now to our interview.

     


    Hello Agustin – and thank you for your time for this interview. Let’s get started, please tell us a little about Mural.ly in your own words and your role at the company.

    Mural.ly is essentially an online whiteboard – where we offer the best way for virtual brainstorming and collaboration. We’re a SaaS tool allowing remote teams to engage in the creative process.

    I am Mural.ly’s co-founder & product manager.

    Has measuring NPS with FanExam changed anything in your company?

    Mural.ly LogoYes. We take customer feedback very seriously and the NPS is a great framework to work with. Collecting feedback directly from within our app allows us to have a steady pulse of what customers really think about our service and allows us to identify and attack pain-points immediately. As a role of a product manager, I want to understand at all times the customer satisfaction for my product.

    How was your experience with getting started measuring NPS?

    FanExam makes life really easy. We got up and running real quickly, just adding the javascript tag and started collecting data almost immediately.

    How do you react to customer ratings and feedback?

    We use Intercom to talk to our clients, and with the FanExam integration into Intercom – we simply added new threads to our existing communication process.

    Read more about FanExam’s integration with Intercom here.
    Is there a specific feedback from a specific client that you recall that called your attention? How was it treated?

    I recalled that a client mentioned that our control scheme wasn’t really working for him. With that in mind I started asking other clients about this and found out it was a big issue among most of our users.

    How is the NPS information shared within your company?

    We have a big-screen TV with our NPS score available for all to see. Besides that, I export the open feedback from FanExam and categorize this.information based on feedback type and categories.

    I actually use a whiteboard from our own tool (a Mural.ly account managed me by exporting FanExam data) to help group the responses and share this with our CEO & team.

    NPS Mural

    Oh yeah, we also use FanExam’s Slack integration.

    Looks like NPS is almost too good to be true. Do you have any criticisms for NPS?

    I have spent a lot of time trying to wrap my head around our the actual NPS score. What does it mean, how does it relate to our true customer loyalty, and how can I use this to improve my product. What I have found is that following the NPS trend score and really diving into the open feedback and why the users gave that feedback are excellent ways of applying customer feedback to product development.

    Do you have any tips or recommendations for other product managers who are interested in using NPS on their SaaS products?

    It’s really simple and there is no reason any product manager would not measure NPS. Our biggest challenge at Mural.ly is finding the timing sweet spot to survey our clients. If we ask them to rate us too early – we tend to get lower ratings because these visitors have not yet experienced what our platform has to offer. However, this feedback is essential to improve our on-boarding process. I’d rather have a lower NPS score but have access to what happens in my customer’s mind as they engage with my platform at specific touch-points.

    Thank you for your time. Do you have any closing remarks?

    Love the product, hope you keep improving it as you’ve been doing it until now.


    On behalf of FanExam, I’d like to thank Agustin for taking the time and sharing his experience with us. BTW – Agustin just had a daughter, welcome Mercedes!

    Cheers,
    FanExam Team


  • Net Promoter Score (NPS) for Google Analytics

    Google Analytics logoWe are in the age of data-driven decisions (or at least data-influenced) – and every website should rely on analytics as a source of information to drive strategy. You – or someone on your team – probably interacts with Google Analytics multiple times a week, slicing and dicing visitor behavior data trying to uncover insights. You want to know how to improve your business to generate more conversions. An automatic integration of Net Promoter Score for Google Analytics makes it easy to connect what your visitors are doing with why they are doing it.  Once you integrate Google Analytics with FanExam NPS, you get quantitative feedback from analytics, together with actionable feedback on how your customers think about your website or app. The integration of NPS and Google Analytics is simple to set up.

    In a nutshell, you open an account with FanExam, and then simply send NPS scores automatically into Google Analytics by activating the integration setting for Google analytics.

    Read more about the background: The vast amount of reports, drill-downs, cohorts and dashboards Google Analytics offers may bring golden nuggets of information that can change the future of your website. BUT  .  .  . Remember though, all of these stats are behavior-based, and we don’t really know if the customer is happy or upset – and most importantly: WHY.  Collecting NPS responses automatically let’s you find out the WHY because you listen to the voice of your customers.

    What’s missing? The Net Promoter ScoreSM Of course!

    Your website probably has fancy dashboards with some very advanced metrics specifically designed for your business. You are probably already rolling out A/B tests designed to optimize a specific KPI, or denominator. The problem is – these metrics are probably correlated to your business success, but are these factors long-term valuable users?

    Google Analytics measures your visitors’   behavior,
    NPS® measures their satisfaction.

    Net Promoter Score question

     

    The Net Promoter Score (NPS) is becoming the standard metric for measuring customer satisfaction. Classifying your customers into Promoters, Passives, and Detractors and learning why they either love or hate your product is the system used by companies such as Apple, Amazon, Zappos and other industry leaders. Having this information in your CRM system is invaluable in communicating with your clients.
    With one simple survey question, the NPS framework can segment your customers based on their satisfaction & loyalty. This score correlates strongly with a company’s growth, according to extensive research done by the Harvard professors who created the Net Promoter Systemsm.
    Learn more:    Why your SaaS needs the Net Promoter Score to measure customer satisfaction.

    Why have NPS data in Google Analytics

    Maybe you already do measure your NPS – but do you have this information available in your Google Analytics account? The capability of segmenting your behavioral data based on the NPS score offered by your users will uncover knowledge on where you should focus your optimization efforts to truly grow your business. Some questions that NPS can help answer in your Google Analytics reports include:

    What are visitors really thinking about your service?

    Turn on a 24/7 customer feedback channel. By proactively engaging with your customers about their experience on your site, anticipate future behavior (ex: churn) and react accordingly. Bring this data to your dashboards.

    What features or content are your Promoters engaging with that your Detractors ignore?

    Find value patterns for your site. Maybe what your happy customers are buying is different than what your value proposition states. Make sure you align what you are selling with what satisfied customers are buying.

    What keywords or referrals bring your target audience?

    Better understand adwords, SEO, and social media investments by identifying which of these sources are bringing the most Promoters to your site. Remember that not everyone is a perfect target market fit – focus on channels that bring the best compatible prospects.

    Ultimately – being able to segment any report available in Google Analytics based on the customer satisfaction of your user opens up an entire new perspective on actionable analytics.

    Ready for NPS customer data in your Google Analytics reports?

    FanExam Survey Example

    FanExam NPS survey

    OK, here’s where our unabashed pitch comes in. FanExam offers a fully functional FREE platform to measure NPS on any website. Just install a small JavaScript snippet (just like the Google Analytics tag) to start surveying your visitors and collecting Net Promoter Score ratings. Answering a survey will take your users less than 20 seconds – a small effort that brings huge improvement feedback about your site.

    How to integrate FanExam in Google Analytics

    Below are the 4 simple steps necessary to start measuring NPS in your offering using FanExam & Google Analytics. FanExam offers a pretty complete FREE plan to let you get acquainted with the platform and the integration.

    1. Create a new FanExam account
    2. Install the FanExam JavaScript snippet
    3. Create a custom dimension in Google Analytics for NPS data:
      • Access your website property in Google Analytics and select the web property you with to integrate
      • Click the Admin link from the top menu
      • Under the PROPERTY column, select the Custom Definitions option and then click the Custom Dimensions link
      • Click the + NEW CUSTOM DIMENSION button
      • Input NPS FanExam as the name, and select User from the Scope menu
      • Leave the Active flag selected and then click Create
      • Click the Done button
      • In the Custom Dimensions table presented, look for the NPS FanExam dimension just created and notice the Index value for it
    4. Turn on the Google Analytics integration in the FanExam integration settings & update the Customer Dimension Index for the value created in Google Analytics.

    That’s it! Every time a customer responds the NPS survey, FanExam will submit an event to Google Analytics with the following information every time a user reponds to a survey:

    Event Category:NPS_FanExam
    Event Action:the NPS rating for that user, from 0 to 10
    Event Label:the customer type: Promoter, Passive or Detractor

    Besides the event, FanExam will also submit a custom dimension value called NPS FanExam for that user according to the index you configured using the steps above.

    Viewing NPS data in Google Analytics reports

    The best way to view FanExam NPS data in Google Analytics is to use the advanced segments feature. Setup takes about 5 minutes, and once it’s concluded you can easily drill-down any report using NPS results.

    Google Analytics NPS Report

    Creating NPS Custom Dimensions in Google Analytics:

    1. Access your website property in Google Analytics and select the web property you with to integrate
    2. Click the Admin link from the top menu
    3. Under the VIEW column, make sure you selected the correct website view in the dropdown, and then select the Segments option under the PERSONAL TOOLS & ASSETS section
    4. Click the + NEW SEGMENT button
    5. Input NPS Detractors as the segment name
    6. Click the Conditions option under the Advanced section
    7. Click the first drop-down – should be Ad Content, and start typing NPS to select the NPS FanExam option under Custom Dimensions.
    8. Then, click the next drop-down – should be contains, and select the matches regex option
    9. In the text box input ^([1-6])$
    10. Click the Save button on the top, your segment should look like this:Example Detractors Segment
    11. Repeat steps 4 through 10 but replacing the segment name in step 5 and matches regex value in step 9 for:
      • NPS Passives in step 5 and ^(7|8)$ in step 9
      • NPS Promoters in step 5 and ^(9|10)$ in step 9

    Voilà!

    Update – February 2017

    Checking NPS with Google Analytics is now even easier:  Use the SeoHighLighter dashboards to get an automatically updated overview.

    Further reading

    Looking for additional resources to make the best of these new segments? Here are some recommended articles:

    You’re all done. Now go truly learn what’s happening on your site.