This document provides various business case scenarios for asking a question to website visitors as a way of capturing valuable information to improve product and marketing. Each scenario contains context, question placement, triggers, question types, suggested phrasing, and rules to manage a conversation.

1. BEST PRACTICES WHAT TO ASK & WHEN TO ASK

2. NEW TO THE SITE

3. NEW TO THE SITE
1. CONTEXT: Visitor arrives at your site for first time. You
wish to provide help, collect first impressions, or
understand why they visited your site.

4. NEW TO THE SITE
2. QUESTION PLACEMENT
Consider a modal window or popover display
3. TRIGGER
On page load or when an element is scrolled into view

5. NEW TO THE SITE
4. RECOMMENDED QUESTION TYPES
Thumbs Up / Down Open-ended
Would
you
like
to
speak
with
one
of
our
experts?
SUBMIT
E-mail capture
Let’s
get
in
touch
and
we’ll
send
you
more
acAonable
Aps!
SUBMIT
Name
E-­‐mail
Welcome,
what
can
we
help
you
with
today?
SUBMIT

6. NEW TO THE SITE
5. QUESTION PHRASING
What can we help you with today? Would you like to speak with
one of our experts?
What’s the primary purpose
of your visit today?
What’s your name so I can
personalize your experience?
What best describes your role?
6. SUGGESTED RULES
Ask a visitor only once in 90 days.
Don’t ask after a visitor has provided a response.

7. NEW FEATURES

8. NEW FEATURES
1. CONTEXT: You want to introduce
a new feature to users, encouraging
adoption and feedback.

9. NEW FEATURES
2. QUESTION PLACEMENT
Identify the new feature using the WYSIWYG editor
3. TRIGGER
Clicking or scrolling new feature into view

10. NEW FEATURES
4. RECOMMENDED QUESTION TYPES
Thumbs Up / Down Open-ended
Have
you
tried
<new
feature>
yet?
SUBMIT
If
we
could
improve
one
thing
about
<new
feature>,
what
would
that
be?
SUBMIT
Notification Message
This
feature
allows
you
to
process
payments
with
a
couple
of
clicks.
Simply
click
on
your
freelancer
and
indicate
your
preferred
method
of
payment!
We'll
take
care
of
the
rest.
NEXT

11. NEW FEATURES
5. QUESTION PHRASING
We recently released <New Feature>.
Have you tried using this yet?
If we could improve one thing about
<New Feature>, what would that be?
Let’s schedule a call so we can show
you how to use <New Feature>.
When are you free?
On a scale of 1-5, how satisfied are you
with <New Feature>?
6. SUGGESTED RULES
Ask after a user has triggered the <New Feature> 10 times.
Ask after a user has logged-in 5 times.
At most, ask a user twice in 60 days.
Stop asking after a user has provided a response.

12. NPS NET PROMOTER
SCORE
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

13. NPS NET PROMOTER
SCORE
1. CONTEXT: You want to gauge
customer satisfaction and loyalty
over time. By asking one simple
question, you can measure this
metric, which is a leading indicator
of revenue growth. Using the
ListenLoop Rules Engine will help
you ask users who have enough
experience to accurately respond.
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

14. NPS NET PROMOTER
SCORE
Not only does ListenLoop remind
users to respond, it can also
prompt a referral on Twitter or
other social media channels when
a customer provides a high score.
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

15. NPS: NET PROMOTER SCORE
2. QUESTION PLACEMENT
On the login button, dashboard, or most-often-used feature
3. TRIGGER
Clicking or scrolling element into view, on page load, or mousing out of the browser
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

16. NPS: NET PROMOTER SCORE
4. RECOMMENDED QUESTION TYPES
Modal Window In-App
Popover In-App
How
likely
is
it
that
you
would
recommend
us
to
a
friend?
0
1
2
3
4
5
6
7
8
9
10
Least
Most
SUBMIT
5. QUESTION PHRASING: ”How likely is it that you would recommend
<COMPANY> to a friend or colleague?”
6. SUGGESTED RULES
Consider asking this question once every 90 days. Stop asking after a response has
been received. Ask after a user has engaged with your application 5 times.
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

17. EMAIL NPS
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

18. EMAIL NPS
1. CONTEXT: You want to measure
your product’s NPS metric
triggered upon user actions, but
you prefer to deliver the survey via
email.
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

19. EMAIL NPS
2. QUESTION PLACEMENT
The NPS question is sent to each user’s email
3. TRIGGER
Clicking or scrolling element into view, on page load
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

20. EMAIL NPS
4. RECOMMENDED QUESTION TYPE
NPS Question via Email
5. QUESTION PHRASING: ”How likely is it that you would recommend
<COMPANY> to a friend or colleague?”
6. SUGGESTED RULES
Consider asking this question once every 90 days.
Stop asking after a response has been received.
Ask after a user has engaged with your application 5 times.
Net
Promoter,
Net
Promoter
Score,
and
NPS
are
trademarks
of
Satmetrix
Systems,
Inc.,
Bain
&
Company,
Inc.,
and
Fred
Reichheld

21. CUSTOMER RESEARCH

22. CUSTOMER RESEARCH
1. CONTEXT: You need to learn more about users’
requirements or demographics to improve product or
marketing initiatives.

23. CUSTOMER RESEARCH
2. QUESTION PLACEMENT: Place this question on the Nth element of search
results, after an account was opened, or upon subscription cancellation
3. TRIGGER
After an element was scrolled into view, on page load after
a form submit, or MouseOut of the browser

24. CUSTOMER RESEARCH
4. RECOMMENDED QUESTION TYPE
Open-ended Multiple Choice
What’s
the
primary
reason
for
cancelling
your
subscripAon?
I
stopped
using
the
service
It’s
too
expensive
I
found
be^er
alternaAves
SUBMIT
What’s
the
primary
reason
your
opening
an
account?
SUBMIT

25. CUSTOMER RESEARCH
5. QUESTION PHRASING
What is your gender? How often do you . . . ?
What’s the primary reason your
cancelling your account?
Which of these best
describes your role?
Who is our biggest competitor?
6. SUGGESTED RULES
Ask visitors only once. Stop asking after receiving a
response. Ask after a visitor has at least 3 sessions.
What is your age?

26. OFFER HELP

27. OFFER HELP
1. CONTEXT: You want to offer proactive help when a user
is on your application for a long time without action or the
user repeatedly takes actions without progressing.

28. OFFER HELP
2. QUESTION PLACEMENT
Bottom of the page or localized around an element
3. TRIGGERS
Clicking or scrolling element into view

29. OFFER HELP
4. RECOMMENDED QUESTION TYPES
Open-ended
Tell
us
what
you
need
help
with.
SUBMIT
Thumbs Up / Down
Have
you
tried
<new
feature>
yet?
SUBMIT

30. OFFER HELP
5. QUESTION PHRASING
Do you need help with this feature? We noticed you were on this page for
some time. Do you need help?
Would you like to speak to one of our
Customer Success agents?
This is a powerful feature. Would you
like to schedule a training session?
6. SUGGESTED RULES
Ask after a user has triggered a conversation more than 10 times within 2 sessions.
Ask only once every 90 days.
Stop asking after receiving a response.

31. PRODUCT SPECIFIC FEEDBACK

32. PRODUCT SPECIFIC FEEDBACK
1. CONTEXT: You want to understand user
satisfaction with respect to specific features or
pages.

33. PRODUCT SPECIFIC FEEDBACK
2. QUESTION PLACEMENT
Identify specific pages or features in your application that require feedback.
3. TRIGGER
Page load, click or scrolling an element into view

34. PRODUCT SPECIFIC FEEDBACK
4. RECOMMENDED QUESTION TYPE
Open-ended
If
we
could
improve
<new
feature>,
what
would
we
do?
SUBMIT
Multiple Choice
How
saAsfied
are
you
with
<new
feature>?
SaAsfied
Neutral
DissaAsfied
SUBMIT

35. PRODUCT SPECIFIC FEEDBACK
5. QUESTION PHRASING
How easy is it to use <feature>? How satisfied are you
with <feature>?
Did this call to action take you where
you thought it would?
If we could improve one thing about
<feature>, what would that be?
6. SUGGESTED RULES
Ensure user has used a feature a minimum of 5-10 times.
At most, ask 2 times within 60 days.

36. EXIT INTENT AND
SHOPPING CART ABANDONMENT

37. EXIT INTENT AND
SHOPPING CART ABANDONMENT
1. CONTEXT: A visitor is exiting the page by scrolling
their mouse out to the browser. They could be
abandoning a shopping cart and leaving without buying
an item or providing you with contact information.

38. EXIT INTENT & SHOPPING CART ABANDONMENT
2. QUESTION PLACEMENT: Add a question when a visitor’s mouse exits the
shopping cart checkout page or product pages
3. TRIGGER: On mouse out or page load

39. EXIT INTENT & SHOPPING CART ABANDONMENT
4. RECOMMENDED QUESTION TYPES
Open-Ended Thumbs Up / Down
Did
you
find
what
you
were
looking
for?
SUBMIT
Why
did
you
visit
us
today?
SUBMIT
Multiple Choice
What’s
the
reason
you
did
not
complete
your
purchase?
Shipping
cost
Concern
about
fit/size
Price
was
too
high
SUBMIT
Other

40. EXIT INTENT & SHOPPING CART ABANDONMENT
5. QUESTION PHRASING
Were you able to achieve the
purpose of your visit today?
What’s the primary reason you didn’t
complete your purchase?
Did you have any issues
navigating our website?
Would you like to recommend
<COMPANY> to a friend?
6. SUGGESTED RULES
Ask only once every 90 days.
At most, ask 2 times in 90 days.
Stop asking after receiving a response.

41. For more tips on communication and engagement
across the customer lifecycle, visit:
http://blog.listenloop.com