Andrew Michael

Make sure you're asking the right people for feedback at the right time. I learned this first hand by making the mistake previously and then seeing it done right at Hotjar. E.g. Asking website visitors "What is stopping you from converting?" is a sure fire way to get bad results. You always have 3 types of visitors, those that were always going to convert, those that are browsing, and those that are not a good fit. By asking pre signup you're getting feedback from a big audience that is not a fit. Instead you should ask "What nearly stopped you from signing up today?" immediately post signup. This way you're only getting feedback from those that were going to convert and those on the fence allowing you to focus on relevant feedback.

Not all feedback is equal and it is critical to be able to segment and analyze feedback based on who it is coming from and how valuable their business is for your business. A great way to segment feedback is based on the revenue that is generated from the users that have left the feedback allowing you to optimize how you respond to large amounts of feedback. The best way is to have a clearly defined definition of who your ideal customer profile (ICP) is and then segment your feedback to give clarity and emphasis to the feedback coming from the customers you most want to be serving. E.g If your ICP was is product marketers at mid-market software companies you could then filter your feedback to focus on the feedback coming from them.

In my experience I would encourage your segments to be standardised across your company and documented, making it easier to cross-reference your data across sources and any research studies that you do. E.G. If you decided to segment your users on a Firmographic attribute like Company Size the options should be standardised in all forms and reports. Company Size: Only me 2 - 10 people 11 - 50 people 51 - 100 people 101 - 250 people 251 - 1,000 people 1,001 - 10,000 people 10,001 people This will make it easier for further analysis in these segments. You can now easily get a report bringing together product data, revenue data, and qualitative insights from different sources all grouped within the same segments to get a complete picture.