As a product manager, you need to know what users think about your product and how they’re enjoying their experience. You also need to understand what aspects of your product perform well, and what needs to be improved.
Good product managers keep asking themselves: “What features should I include in the next version of my product?”, “What is it that people really want and need?”, “How can I measure the success of my product launch”?
And that’s why I’ve looked at 400 surveys that 81 product managers run with Survicate. So you know exactly what product survey questions to ask and how to improve your product.
So what are the top 10 product surveys? Here’s the list:
Top 10 Online Product Surveys
- NPS (Net Promoter Score) Surveys
- Customer Research Surveys
- CSAT (Customer Satisfaction) Surveys
- Product-Market Fit Surveys
- Product Research Surveys
- Product Feedback Surveys
- Website Feedback Surveys
- Churn Reason Surveys
- CES (Customer Effort Score) Surveys
- Product Roadmap Surveys
Now, these surveys can help you uncover what users really want and need. But you need to know when and how to use them. Which is exactly why below, you’ll find a detailed description of each survey. So you can get feedback on your product, know your audience and analyze the demand!
1. NPS (Net Promoter Score) Surveys
First up come NPS surveys that comprise 19% of all the surveys. I don’t find this surprising as NPS surveys help product managers understand what aspects of their products to improve.
NPS surveys help you find out how likely your customers are to recommend your company to their friends and colleagues, which reveals customer loyalty levels. And the open-ended questions let you identify product issues to fix them and avoid churn.
Why it’s useful: NPS lets you identify your most happy customers but also those at risk of churn (detractors). Find out what issues they’ve experienced and improve the customer experience.
2. Customer Research Surveys
Customer research surveys rank 2nd, amounting to 18% of all the surveys. That makes perfect sense as to build products people love, product managers need to understand their users first.
Examples of product survey questions for a customer research survey:
- What is the biggest challenge you face at your job?
- What are the main problems you want to solve with X?
- How does your organization and leadership measure the impact of X?
- What do you see as the biggest change facing your organization?
- What are your main goals when using X?
Why it’s useful: Send customer research surveys to people who use your product. That way, you find out more about your customers and this helps you create a strategy for future updates.
3. CSAT (Customer Satisfaction) Surveys
Next up are CSAT surveys that make up 16% of all the surveys. CSAT is a simple but powerful method to measure customer satisfaction. Whenever a customer engages with your product, it’s worth sending them a CSAT survey. This lets you check if your customers are facing any product issues and fix them head-on.
Examples of CSAT questions:
- How satisfied are you with our product? Did it meet your expectations?
- How would you rate your satisfaction with our product in general?
- How would you rate your most recent interaction with our new feature?
Why it’s useful: CSAT is interaction-based, meaning you measure customer satisfaction at a specific touchpoint (like using a new feature). Also, you can improve the user experience based on CSAT scores by finding out what issues your customers are facing.
4. Product-Market Fit Surveys
Product-Market Fit surveys rank 4th and comprise 12% of all the surveys. So, it proves that the product-market fit methodology is steadily gaining ground among product managers. It helps you discover what’s the key benefit people get from your product so you can build products people love.
- How would you feel if you could no longer use X?
- What’s the main benefit you receive from X?
- Can you tell us if you saved money by switching to X?
- What type of person do you think would benefit most from our product?
Why it’s useful: With the Product-Market Fit survey, you can shape product targeting, positioning, onboarding, the long term product roadmap, and more!
5. Product Research Surveys
Product research surveys rank 5th, totalling 8% of all product surveys mentioned in this research. Want to build successful features? First, you need to understand how customers use your product!
- Can you take part in testing a proof of concept for our solution
- How valuable would it be if you could do X with our app?
- Would $250/month be a fair price for doing X?
- How likely would you be able to upgrade to X when feature Y becomes available?
- What additional filters would you like to see in the future?
- What additional CRM features would you like to see in the future?
- If available, would you prefer to do X using feature Y?
- What changes to our product would encourage you to use our product more frequently?
Why it’s useful: Create a great product by asking the right questions to your target audience. Product research surveys help you with the creation and design of your product.
6. Product Feedback Surveys
Product feedback surveys are a great way to get insights that fuel product growth. Yet they constitute only 7% of all the surveys. It looks like we’re yet to see more people use product feedback surveys to drive product improvement.
Examples of product survey questions for a product feedback survey:
- Have you ever had difficulties using feature X?
- How do you like the new feature X?
- What do you find most helpful about the feature X?
- How was your overall experience with reports? What was the main reason you used reports today?
- What is your first impression of the new product design?
- What do you think of the new version of X?
- How would you rate the product's functionality? How would you rate the value that X provides you with?
- What is missing for the feature X to fully serve you?
Why it’s useful: General product feedback is a great tool for product managers to understand what aspects of the product perform well, and what needs improvement. You can run web app or mobile app surveys to investigate specific features your clients have just used.
7. Web App Surveys
Web app surveys are a bit far down the list, amounting to 6% of all the surveys. Product managers are yet to recognize contextual in-product surveys as a more valuable tool. Which is surprising as web surveys secure actionable insights from users and remove a lot of the product guesswork.
- Is our web app easy to navigate around?
- Did you find what you were looking for?
- Before you go, can you tell us what stopped you from starting a free trial?
- What features are missing from your product?
- In general, how satisfied are you with the web app experience?
- What are the most common reasons for you to visit our application?
Why it’s useful: With web app surveys, you can survey the right users at the right time (for example, based on events or actions people take in your product). Get insights into what your users like and build products that get traction.
8. Churn Reasons Surveys
Churn reasons surveys are 8th on the list, totaling 3% of all the product surveys. Churn is the final cry of a dissatisfied customer. You should focus your product efforts on proactively avoiding churn and making the product more sticky. If the inevitable (churn) happens, it’s worth looking into the reasons, though. And not too many product managers are doing that!
Recommended reading: How to Fight With Customer Churn in 2021
Examples of product survey questions for a churn reasons survey:
- What is the primary reason for canceling your subscription?
- What were your expectations that we couldn't meet?
- What was your main motivation to register with X?
- What alternative did you find?
Why it’s useful: Reduce churn by collecting insights on why your customers cancel their accounts.
9. CES (Customer Effort Score) Surveys
CES (Customer Effort Score) surveys rank 9th and they make up 2% of all the surveys. CES measures the ease of doing business with your company, or performing specific tasks in your product.
Examples of product survey questions for a CES survey:
- How easy do you find it to build surveys with the new survey builder?
- Based on what you're seeing, how clear is the action you can take?
- How easy was it for you to get started with X?
Why it’s useful: What do great products have in common? They eliminate friction and make the user journey smooth. And with CES survey you can achieve exactly that - find how easy it is for users to achieve their goals in your product.
10. Product Roadmap Surveys
Last on the list of the top 10 product surveys are product roadmap surveys. They comprise 1,5% of all the surveys. If you’re wondering what features to build next and want to make data-backed decisions, it’s your go-to survey. It’s a bit surprising it’s used by so few product managers!
Examples of product roadmap survey questions:
- Which integration would you like us to build next?
- What new features would you like us to introduce next?
- Which of these potential new features is most attractive to you
Why it’s useful: You can make more informed product decisions and build features your users really want. Also, you can validate your product roadmap assumptions.
How Product Managers Send Product Surveys
Once you understand how other product people distribute their surveys, you’ll be able to collect more user insights and create better products! And here’s how other product managers go about sending the surveys listed in this blog post.
The most popular survey distribution channels:
- Web app and website surveys (40%)
- Email and link surveys (33%)
- Intercom surveys (25%)
- Mobile app surveys (2%)
The most popular survey distribution tools (for email and link surveys):
- Anonymous surveys (37%)
- Intercom (23%)
- Sengrid (14%)
- ActiveCampaign (8%)
- Mailchimp (6%)
- ConstantContact (4%)
- Klaviyo, Vero (3%)
- Marketo (2%)
The most popular integrations with a survey tool:
How to get started with product surveys
How to Start with Product Surveys
So by now you know what are the 10 most popular product surveys. This means that you don’t need to commit your time and resources looking for the right product survey to send anymore.
Instead, you can do what really matters. That is, collecting more user feedback, improving your product and making more informed product decisions.
Getting started with product surveys is easy. Survicate provides a lifetime-free plan which gives you:
- 25 free survey responses each month
- All survey distribution channels
- Unlimited users
- Unlimited surveys and questions in a survey
- 15 survey question types including NPS, CSAT, CES
- Native integrations including Intercom, FullStory and Google Analytics