When searching for a customer feedback solution, Instapage had three main goals in mind. It needed to boost positive publicity, improve customer support performances, and help build a better product.
Like so many SaaS companies, Instapage was born out of frustration. Founder Tyson Quick discovered that no solution existed to quickly and easily provide the level of customization for landing pages that marketers needed.
Their solution offers powerful end-to-end landing page creation, to ensure that page messaging matches the ad a user has clicked. For busy marketers, it saves time and can drastically reduce the cost of customer acquisition.
They’ve gone from working largely with one-person businesses, such as app developers, to deliver a program used by global teams and agencies.
They wanted SatisMeter to bring them both more awareness (and therefore better outcomes), in marketing, support, and product.
„SatisMeter’s ability to integrate with various SaaS products is excellent,“
Why did Instapage start collecting NPS?
- Harness positivity
To work with the power of promoters in online review sites and across social media.
- Practice proactivity
To move their customer support from a reactive to a proactive stance.
- Define roadmap
To specify, prioritize, and validate their product roadmap.
Given the nature of their service, is not surprising that the team at Instapage was full of great marketing minds. They knew that 74% of customers consider word of mouth key in their purchasing decisions. They hoped that by surveying and easily identifying satisfied users, they could organically increase their good publicity.
As with any growing business, they found more and more of their time was being spent in customer support, often answering the same queries or simply directing users to existing features they might not understand. They wanted a solution that could help streamline every aspect of the process.
Product and CX
Unusually, Instapage made the decision to being a UX researcher on their team early, one they don’t regret. The aim was to make sure the product roadmap was always headed in the right direction. But, researchers need data to work with, they hoped NPS could provide it.
“We’ve seen a 3x increase in our reviews across the board on sites like Trustpilot, Capterra, and G2 Crowd.”
Instapage set up surveys for their paying users at three key intervals. First just two weeks after subscription, to identify issues new users were having as fast as possible. Follow up surveys were sent after 3 and 11 months, to check on satisfaction and gauge reaction to new features.
They set up a Slack integration to send all feedback to a dedicated NPS channel. It goes to around 20 team members including their CEO and is used by a variety of departments, including product, support, and marketing.
At regular intervals they manually reviewed feedback. Support used it to identify areas where resources were lacking or unclear, and product was able to both mine quality suggestions and oversee trends as new features and updates were released.
The marketing team was able to reap the fastest and most quantifiable rewards of the NPS campaign. After asking promoters for feedback on independent review sites such as G2 Crowd and Capterra they saw a 300% increase in positive reviews. Satisfaction overall rose, producing an uptick in praise on social media channels.
Support found that many users were reporting disappointment in the lack of a feature which in fact already existed, but was simply unclear on inaccessible. Not only were they able to identify and help these users, but they could also locate areas where onboarding was lacking and address them to save man-hours in the long term.
Furthermore, they saw trends beginning to emerge within particular customer segments. They were able to predict the likelihood that, for example, a premium user would have issues with a particular feature, allowing them to prepare for and better understand the outcomes of frequent support queries.
Product and CX
Similarly, their product team began identifying the needs of certain customer groups. By filtering responses they could prioritize the requests of longer-term, higher-value customers.
Their NPS Slack channel became a regular stop for inspiration, communication, and plans of action. Across departments, interesting feedback was being flagged, and plans to improve were established with input from all sides.
Their UX researcher found the feedback to be an invaluable tool. Not only could he accurately quantify requests alongside the criteria of his choice, but it also served as a diving board for looking at certain issues more closely. Requesting in-depth interviews could now be done with context every time, and good candidates were identified according to the feedback they left.
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