The Case For Customer Survey Widgets: Drive Revenue With Better Data

Accurate customer data is the lifeblood of any online business. In this article we’ll explore how SaaS providers, eCommerce brands and membership websites can leverage embeddable customer survey widgets to grow their online business.

Good Customer Data Matters

Detailed customer data lets you better understand who your users really are, what they need and how you can help them get their job done.

Having the right user data at your disposal allows you to increase conversions, better retain your customers, improve your product and much more.

Product teams can leverage customer user feedback to make data driven and informed decisions. Marketing leaders can better understand their target audience and improve nurturing campaigns. Sales can identify their best accounts and focus their time on the right leads.

But how do you get precise and relevant customer data without sacrificing a good UX?

Let’s look at some popular ways to capture customer data from users. These are options that are somewhat working, but are not optimal in our opinion.

How To Not Capture Customer Data

Long Sign-Up Forms

There are a couple of issues with long forms during the account creation process.

First, asking additional questions in your sign-up form will lower your conversion rates. Multiple studies show that shorter forms provide higher conversion rates.

Short Forms Outperform Long Forms (Image Credit)

Secondly, you probably won’t get accurate data. The reason for inaccurate data are multiple.

Users who decided to give your SaaS product a try most probably just want to dive in right away. If bothered with complicated questions, they might just enter bogus data to be done with sign-up procedure quickly.

And who can blame them?

At this point they don’t have a trust relationship with your brand and don’t have any incentive to provide accurate data.

Furthermore, they might actually not know the answer to some specific questions yet. Imagine you want to know which modules of your software a user plans to purchase. They likely can’t answer this question before testing and evaluating your product.

In other words: Some questions are better asked once the users settled in built up a trust relationship with your brand.

Enrichment APIs

Another approach for capturing customer data is to use data from enrichment providers like Clearbit.

Enriching user profiles with Third Party Enrichment APIs is a good alternative to forms – in theory. The data returned by enrichment services is however rather generic and unfortunately not that helpful most of the time. Assuming you have a hit and get back any data at all.

Don’t get us wrong, we are big fans of data enrichment services.

The idea is just magical. You provide an email address to them and they send you all kinds of demographic and firmographic data back in return.

The question is however how likely enrichment APIs return data that is actually useful and actionable for your business.

Let’s take the example of qualifying inbound leads.

Enrichment APIs usually return the size of a company which then is often used as an indication of likelihood that a lead becomes a high-value customers.

But does the fact that someone works at an enterprise scale company really means that they might become a big customer? Maybe the size of their team or their role within that team is actually a much better indicator.

You get the idea.

In our experience, it’s important to have the answers on very specific questions who are related to YOUR business and not generic firmographic data points.

Another issue with enrichment APIs are their match-rates. The match rate indicates how often an enrichment provider actually have data in stock for the query you are sending them. Based on the type of audience you are dealing with, match rates might be as low as 20% – 30%.

Chatbots

And what about Chatbots? Let’s face it. They provide a rather noisy user experience and have very low response rates.

It’s hard to say why exactly they provide such low response rates. Our best guess is Chatbots are mainly perceived – as their name suggests – a way to start a conversation.

But you don’t actually want to start a conversation with your users. What you want instead is capture specific data points.

In other words, Chatbots are not the right tool to capture user data in our opinion.

Let’s look at pop-up survey widget from Refiner …

Example of an in-app survey widget
Example of an In-App Survey Widget powered by Refiner

Capture Accurate Data With Customer Survey Widgets

So how do customer survey widgets hold up to all the options listed above?

Actually pretty good!

Let’s compare how they compare to the three alternative options mentioned above:

Long Sign-up FormsChatbotsEnrichment APIsPop-up Survey Widgets
Ask any questionYesYesNoYes
Response / Completion RatesMediumLowMediumHigh
Data AccuracyMediumMediumMediumHigh
Profile Users GraduallyNoYesn/aYes
Unobtrusive UXNoYesYesYes
Context SensitiveNoYesn/aYes

Let’s look at some of the aspects more in detail:

High Response Rates

The response rate of customer surveys depends highly on who you target and when you a survey is launched. Website surveys might have similar low response rates than chatbots, in-product surveys targeted at registered users do however yield to responses as high as as 60% – 80%.

Accurate Data

As mentioned above, asking specific question at the wrong time – e.g. during the sign-up process – will leave you with inaccurate data. On the other hand, asking your users simple questions while they are using your product will deliver highly accurate responses.

Why is that? It all boils down to whether or not a user trusts your brand and sees an incentive in answering a survey truthfully.

The moment they are using your product and getting value out of it is such a moment.

Great User Experience

A common misconception is that embeddable surveys have a clunky feel to them. It’s not true though.

Refiner provides in-app surveys with a minimal and brandable design. The results are snappy surveys that integrate perfectly in your app or website.

Furthermore, you can target your users with micro-surveys consisting of only one or two questions. Delivered to the right users at the right time, allows you to gradually profile your users in an unobtrusive way.

Pop-Up Surveys Get You The Data You Need

Basically you can ask any question you like with in-app surveys. You can even ask rather complicated question if you target the right audience and ask the question at the right time – for example right after a purchase.

The user surveys of Refiner allow you to ask single choice, multiple choice and open ended questions. Furthermore, it allows you to ask typical customer satisfaction metrics like the Net Promoter Score (NPS), Customer Satisfaction Score (CSAT) or Customer Effort Score (CES).

Want to Better Know Your Users?

Refiner is a customer survey tool built for SaaS, eCommerce and Membership sites. Gradually profile your users and drive revenue with better customer data.

Popular Use-Cases For Embeddable Surveys

Here are a couple of use-cases how product-led SaaS, eCommerce stores and membership website use customer data to increase revenue:

  • Measure user satisfaction and identify weak spots in your product experience
  • Better plan and prioritize feature development
  • Drive ultra-personalized nurturing campaigns
  • Enrich your CRM with survey data and identify upsell opportunities
  • Measured perceived ROI of using a product for pricing research
  • Measure the quality of marketing generated leads

The list goes on!

Looking at this list above it becomes obvious that the right customer data represents a huge lever for SaaS companies.

Want to give in-app surveys a try? Create a free account with Refiner and get started in minutes.