As a product manager, you're always on the hook for making decisions. While some of your choices - affect only part of the picture, some influence the entire product and business.
Decision-making comes with your territory daily. You're used to it, and you like it. Making informed choices and having a say on things is what you love about the job.
You rely on data. Yet, sometimes, you lack quality data, which prevents you from making sound decisions. And, quite often, you run into information overload, verging on the brink of decision-making fatigue.
We get this.
With this blog post, we want to help you steer clear of decision fatigue. We'll walk you through a couple of surveys product managers use to collect user feedback at various stages of product development projects.
To help you process the information, we've divided them into 3 groups:
Surveys to use pre-launch
Surveys to run post-launch
Surveys to turn to if you face a low user activation rate, or worse still - a high churn rate.
Some of the survey templates we cover are tried and tested by our clients, and some we've just introduced to the product. We've created them following the best practices.
Feel free to take a look and get inspired!
Surveys to get the problem/solution fit
Before you go to the market, you're looking to find a problem/solution fit - you need to find a solution to a problem and come up with ways of monetizing it. To do so, you must ensure you're addressing a real issue that can be monetized.
The following surveys will help you determine this:
1. User persona survey
The user persona survey helps you research the initial user persona and select the participants for user interviews.
Why use it?
Sending the survey before arranging user interviews will help you:
Prepare better interviews scripts
Recruit user interviews participants
Hand-pick potential extreme users so that you design a potentially innovative solution
Personalize the messaging to build rapport with the respondents.
Depending on your audience, you can also play with the microcopy of the survey template. An original, on-brand, and persona-oriented copy will help you keep the respondents engaged.
Use a progress bar to keep respondents' motivation high.
2. Customer discovery survey
The customer discovery survey template lets you verify if the issue you want to address is a real issue people have and what the scale of the problem is. It enables you to understand better how your target group already deals with it. By doing so, you uncover your direct and indirect competitors.
Send this survey template to validate how you prioritized the jobs, pains, and gains in your Unique Value Proposition Canvas. By doing so, you'll be able to reduce guesswork and make sure you focus on the areas that are most lucrative.
Once you roll out: A new product evaluation surveys
6. Product testing survey
The product feedback survey is one of our top performers. The product testing survey template is our users' 3rd most popular product survey. It asks about users' general satisfaction with a product. Depending on your needs, you can add more questions to the survey.
How valuable would it be if you could do X with our app?
Would $250/month be a fair price for doing X?
What additional features would you like to see in the future?
What changes to our product would encourage you to use our product more frequently?
Why is it useful?
Product research surveys help you design user-centered products. They are particularly important when you’re developing a new product. The product decisions you make in the first months can make or break business.
It goes without saying that achieving product-market fit is crucial for the success of your startup. Not only does it guarantee you your digital product will take off, great product-market fit means fast sales and low customer acquisition costs (as user recommendations pour in).
Yet success is never a result of brilliant product ideas. Even the best, the most disruptive ideas, have to be tested and fine-tuned. Adjusting the initial concept to the actual market needs takes iterations and research.
Product market-fit surveys are standard product feedback surveys used when developing MVPs. Check the template out! ↓
One way of deciding on product feature priority is by looking at how many times a feature was requested only. It's a one way of planning the roadmap.
But, there are also other ways.
To quote a renowned organizational psychologist, Adam Grant:
The feedback your customers volunteer in communication channels is a sure sign a feature is needed. But does the frequency of a request prove the feature is your priority? It doesn't.
The fact that a feature hasn't been requested voluntarily by a large portion of users doesn't mean it's not a lucrative feature users would appreciate. The only thing their silence says is that they haven't voiced their need. Were they too busy analyzing your competitive landscape? Hopefully, not!
Making sound decisions takes proactivity in collecting user feedback.
By sending a product survey to a larger portion of your customer base, you'll ensure the right sample sizes and better quality data.
You'll also be able to segment the feedback to draw better conclusions from the data. You'll be able to compare the feature choices customers from higher pricing tiers make to those made by less profitable customers.
Our user activation survey template investigates why users underuse a product. It asks questions about the ease of use, comprehensiveness of features, and the extent to which a product is helpful.
Why use this product evaluation survey?
User activation is one of the most important metrics telling the success of your product. Since it has direct correlation with high conversion rates and ROI, it's in your best interest to keep it high.
Churn is the final cry of a dissatisfied customer. While sometimes, users churn as they never intended to use your product in the long term. Sometimes, they go because of the shortcomings of your digital offering.
Just like customers have reasons to go, you have grounds to want to understand why.
Why use the survey?
Knowing the reasons for churn and the proportions of them will help you adjust your product/business strategy:
If a large portion of users leave you because the need for your tool was project-related, it may be worth looking for a new market niche. (In other words, looking for a better product/market fit.)
Net Promoter Score surveys are our number one surveys. They are the most popular surveys our customers use. It doesn't come as a surprise. NPS surveys are easy to implement and receive high response rates.
NPS surveys help you determine how likely your customers are to recommend your product, which reveals customer loyalty levels and the overall health of a business. They also come with open-ended questions that let you identify product issues to fix them and avoid churn.
On top of that, collecting NPS feedback is an easy way to identify your happiest customer. Why not leverage them by encouraging them to promote your app in an app store or any other product review platforms? This way you not only increase the customer lifetime value (CTV), you also reduce customer acquisition costs.
CSAT is a simple but powerful method to measure customer satisfaction. Whenever customers engage with your product, it's worth sending them a CSAT survey. This lets you check if your customers face any product issues and fix them head-on.
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.
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.