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Showerthought: I put our churn survey behind a login wall, and signups for the cancel call jumped 40%
So about a quarter ago I got tired of our exit survey getting filled out by maybe 11 people out of the 90 or so accounts that left each month, so as a test I moved the whole thing behind the account login instead of emailing a public link. I figured fewer people would bother, honestly. Instead the response rate went from around 12% to almost 50%, and the weird part is the answers got meaner in a good way. People who bothered to log in and type something out were way more specific, stuff like "your Salesforce sync broke our dedupe for 3 days" instead of the usual "too expensive" checkbox. Nobody had to worry about their boss forwarding a link around. We changed two onboarding steps off that feedback and our 60 day retention moved up about 4 points. My takeaway is that a little friction filters out the lazy answers. Has anyone else tried gating feedback like this, or did it backfire on you?
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beth27610d ago
The "login wall" part is the real trick, not the friction itself. I did something close at my last shop and the key was that people trusted the wall, they knew their answer wasn't going to float around in a Slack channel. One thing that bit us: after a few weeks the response rate slid back down, so we added a single extra question at the top asking how their week went, which kept people typing. Watch your 50% over the next two months and see if it holds.
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