Quality user feedback is essential when you’re developing a platform like CanvasDropr and any other webapp. If you want to know how we radically increased the amount of quality feedback from users and customers and thereby increased the overall user satisfaction from 55% to almost 90% and became a profitable business while still in Beta - all in just 15 weeks - keep reading.
What we changed is all about how we collect feedback from users. We used to have a feedback button in the right hand side of the page for users to hopefully give us their thoughts about our product. A pretty standard approach to user feedback. We were working with initial customers and early users face to face, on Skype, etc. but with limited resources there was no way we were able to get all the quality feedback we needed to develop our product in the right direction, driven by users. Our feedback button was hardly being used – it gave us virtually no quality feedback.
Then we did this one thing. One thing. And the amount of valuable user feedback increased from almost nothing to over 60% of new and old users giving us feedback that we could actually use to improve.
In a matter of weeks, actually only 6 weeks, our user satisfaction skyrocketed. Now, 15 weeks into the experiment, we’re at almost 90% satisfaction. See the development below.
So how did we achieve this? We developed a Binary system for User Experience, measuring the user’s previous behaviour and the context inside the platform and then prompting the user with a binary feedback decision. E.g. this one is prompted to new users after roughly 2 minutes using the canvas (it doesn’t pop up, it just appears in the top where it doesn’t disturb the user’s work).
This way, we pose people with binary decisions, not large input fields that makes the user feel they have to put a lot of effort into their feedback form. Almost every time a user clicks ‘needs work’, they type in the reason. This context-based feedback system is the single most important step that we have taken at CanvasDropr to make the user experience better.
In the market research business, it was found that consumers are increasingly saturated by market research and that this has lead to decreasing response rates and an increased danger of response bias. Market researchers have to solve these challanges and think of new, innovative ways of recruiting respondents, increasing response rates and reducing respondent fatigue by making survyes as short and ‘respondable’ as possible.
This is not only a challenge for companies conducting market research or surveys, this might also be happening in the software business. Users are signed up for more and more services online, they are faced with ‘feedback’ buttons and surveys in a lot of places and everything looks the same. First-movers and heavy users of our products are the ones that we need to get an opinion from to develop or product, to attract more users and to, ultimately, make more money. To get that valuable feedback, we’ve seen great results taking a more deep and strategic approach to user feedback as one of the most important aspects of our business.
We have definitely waved goodbye to our good old feedback button, probably the smartest move for our business so far.
We’re considering to publish these thoughts as a client-side framework for easy implementation elsewhere. If you are interested, get in touch at firstname.lastname@example.org.