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The Power of Understanding Customer IntentAugust 7, 2012
We recently took a poll of Qualaroo users and asked: “what question has generated the most actionable insights for you?” Not surprisingly, the top three responses to this poll were all related to understanding a person’s intent.
Connecting with a visitor’s intent is one of the most effective ways to keep them engaged during the conversion process. While they are engaged, you can steer them toward a gratifying experience with your solution.
Contrast this to trying to reach someone in “the wild.” The average person sees nearly 3,000 advertisements every day. Breaking through this clutter is nearly impossible. So when someone has directed their intent toward your solution, it is essential to make sure you are connecting with that intent.
So what are some of the key questions Qualaroo customers ask to try to uncover intent?
The most common question was “what did you come to this site to do today?” The answers to this question will help you develop effective hook statements to let visitors know they will be able to achieve their objectives.
Another common question asked was “were you able to find the information you were looking for?” The value in these answers can help you bring clarity to your messaging and eliminate any barriers that may stand in the way of someone finding important information.
Finally, the question of “what can we do to make this site more useful?” is an effective catchall question, still associated with the idea of intent. According to Co-founder of Planapple Mike Edmunds, “of all the questions we’ve tried, this one has generated the highest rate of specific suggestions from [our] users. It’s a great question: broad enough to capture anything from bug reports, to feature requests, to usability issues; but simple enough that users are readily willing to answer it. And it’s applicable at nearly any stage in the customer lifecycle.”
These intent questions are best asked while a user is “in flow” on your website. In comparison to emailed surveys, real time surveys can reach users in an effective amount of time in order to provide accurate answers.
We’d love to hear from you. What questions have you asked that have helped you uncover actionable insights?
You probably have a firm grasp on some of the universal metrics of SaaS success: ARR, growth rate, churn rate, CAC, LTV, etc. There is no doubt that these are critical, but in many ways these metrics do not tell the whole story of “success”. So what’s the leading indicator that can give you a fuller picture of success? Your customers’ satisfaction.
We grouped our list of 29 questions into the different topics you should consider exploring in prototype testing. Aim to choose at least one from each section to make sure all your bases are covered. We’ve also included a few pro-tips here as food for thought.
This article will cover the major Dos and Don’ts of prototype testing. We’ll walk you through the most common mistakes we see in the field and share tips on how to avoid them.
Testing prototypes is an inherent part of finalizing designs. Nobody wants to wonder why users are not utilizing an app the way it should be utilized or why they can’t seem to complete a purchase on your website. And nobody wants to rework something that’s already been shipped.
UX designers are under a lot of pressure to produce designs that add value to users’ lives. But without input from your users, it’s nearly impossible to design an experience that actually helps alleviate their pain points. If you’re pressed for time and/or don’t have the help of a researcher, getting the user input essential to design a great product can certainly be a challenge.
As a UX designer, getting your leadership to support your major projects can be as much about talking the talk as it is about walking the walk. As much value as your work may provide, you also have to know how to sell it in a world of competing priorities and looming deadlines.
Even as UX design and user research are becoming a more prominent focus in today’s leading companies, it can still be tough to get executive leadership onboard with user research-related initiatives. We know the struggle.