How to find out why your customers are leaving

Do you fully understand why your customers cancel your service? Not when or how, but why?

Using time-based cancellation data to perform churn and cohort analysis will show you when they leave (and allow you to surmise why), but this alone can’t tell you the real reasons behind it.

2-retention-over-user-lifetime

(Image source)

“So I know my customers have a higher propensity to leave in the first month – if I only I knew why.”

To really understand why your customers are leaving, you need to go deeper.

In this post I will look at three way you can find out why your customers cancel:

  1. Post-cancellation survey
  2. Identifying on-site friction points
  3. What separates successful and churning customers

Don’t be afraid to ask – Post-cancellation survey

It may seem counter-intuitive to expect customers who cancel your service to answer some questions, but you’d be surprised how many will.

Set up an automated email (fired upon cancellation) that links to a very short survey, asking why they left, would they use you again and the opportunity to leave open feedback.

I have used this method myself, and got some great insights.

For example, I found:

  • They found getting set up difficult – Our onboarding upon initial login was not good enough, and we needed to hand hold a lot more when customers tried to use the service for the first time.
  • We were forcing them to contact support for basic questions – Our support database had out of date content and it was difficult to navigate.
  • We assumed customers would find products themselves if they needed them – Customers did not know about some key add-ons we sold.
  • It wasn’t all negative! – Half of the customers who cancelled did so because they didn’t need the product anymore. In fact they had a positive view of us, and would use us again. The way we would remarket to that group instantly changed.

Here is an example survey you can use. 

1. Which product did you cancel? (assuming you are multi-product and can’t automate this)

  • Your product list

2. Why did you cancel?

  • I no longer needed it
  • Poor documentation
  • It didn’t perform to my expectations
  • It was too difficult to use
  • Poor customer experience
  • I found a better price elsewhere
  • Other [Text field]

3. Would you use us again?

  • Yes
  • No

4. How do you think we can improve?

  • [Open text box]

The aim is to get as much information as you can, in as few questions as possible.

Don’t let yourself fall in to the trap of asking these questions and not using the information. Over time, as new projects grab everyone’s attention and energy, this is a real danger. The best way to prevent this, is to automate and formalise as much of the process as possible.

Ask > Collect > Catalogue > Store > Analyse > Act > Measure

There are six stages to using customer feedback to inform your product and brand marketing:

  1.     Collecting – Collection of the data (dealt with above)
  2.     Cataloguing – Putting the data into distinct groups
  3.     Storing – Where the feedback is stored to be retrieved
  4.     Analysing – The ability to analyse volume, trends and value
  5.     Acting – Putting the ideas into practice
  6.     Measuring – Are the changes having a positive impact?

Cataloguing

The way you structure your questions will have a huge impact on your ability to store the feedback and act on it. Closed questions and selectors make it easier to identify trends.

Storing

I would recommend bringing all the data into one single database/GUI, all linked to your customer accounts. This data can be used by the your customer services, sales and marketing team for their specific needs.

  • Using their characteristics: Market segments and persona data
  • Transactional behaviour: Customer segmentation
  • Their brand sentiment: Net Promoter Score
  • Value of that segment: No. customer accounts, Monthly Recurring Revenue, Life Time Value

Combining this data will allow you to tailor the messages you send, as well as track a customer’s metrics over time – including reactivations.

This also reduces the number of irrelevant emails going to those who have negative brand sentiment, and are unlikely to buy.

Acting

There is nothing worse than spending time giving feedback, only to feel like it has disappeared into a black hole.

Use the positive changes you make to customers’ products and services to curate positive brand sentiment, reactivate churned customers (“You spoke, we listened, we acted. Come back!”)

Identify the specific points of friction, not just the general page

Are there areas of your website/control panel that people find difficult to use?

Google Analytics will be able to tell you how long people stay on a page, and which pages see the most significant page exits, but it won’t be able to tell you why.

For this you will need to be able to report on how customers interact with a page’s components.

You can quickly and easily set-up heatmaps, funnel visualisation, user recordings and more using www.hotjar.com.

Here is an example of their visitor recording…

HotJar recording

How many of your customers are finding and clicking on the page’s primary action points?

I have used the free plan on a personal website and the data is a gold mine. It is also a very simple copy and paste job to get set-up.

What differentiates successful customers and churners?

The first month is traditionally the most critical for any SaaS product. Based on a multitude of public case studies/blog posts (and my own experiences), this is when customers are most likely to churn.

Your challenge is to give customers with the right tools, signposts and motivation to successfully use your product.

The first step is to identify the most important quick wins that customers who stay long-term perform, compared to those who leave. This is the ‘why’.

Generally this tends to be the “Aha!” moments – those moments that tip the customer over from a passive user to an active user.

To use my own personal experiences, with MailChimp it was:

  1. When I saw the first subscriber appear in my mailing list
  2. When I successfully sent out my first newsletter and saw the stats rolling in

You’ll notice there were two moments.

In some cases you may have one moment, and in others you may have multiple moments – there is no set rule.

If we assume my MailChimp subscriber moment is what divides customers who renew and customers who cancel, I would…

  • Focus my efforts on educating people how to add a subscription form to their website, and import any existing mailing lists.
  • Include a progress bar/ list in the control panel that includes this as one of the key steps to tick off.
  • Set up an automated email to accounts that haven’t added a subscriber within x days (where ‘x’ is the average number of days it takes a renewing customer to add their first subscriber).

How to get your customers to drive tons of traffic from Google (and love you for it)

In this post I will show you how to become a thought leader in your industry AND drive tons of traffic from Google.

Plus, you’ll get there by having your customers doing all the work for you (and they’ll love you for it)!

 I appreciate this sounds like a snake oil marketing promise, but it is so easy you’ll slap your forehead having not done this before. 

How do you become a thought-leader?

Thought leaders are the go-to sources of information and opinion. They set the standard by which all others are judged, and aspire to.

They get there by producing the most linked to, shared and discussed content in their industry.

Take a look at moz.com, a perfect case study of this in action. Their SEO blog was the catalyst that propelled them to being the de facto source of SEO news and ideas.

Their readers then coalesced into a community, which Moz were extremely quick to capitalise on, and to their credit, proactively develop.

The bad news is producing great content is extremely resource intensive. The internet is hungry for new content, and the shelf-life for many posts is extremely limited.

“Hey, great post today….what have you got tomorrow?”

Think long-term

What you need to produce is ‘evergreen content’.

This is content that is both awesome, and has an extremely limited time decay. This means it can be shared for a long time.

Here are some great examples of this:

Now, the problem here is, although they are one-offs, they also take a long time to write, and are they are expensive to have designed to a professional standard.

Quick Sprout’s Neil Patel has stated his content marketing guide cost him $10,000 to produce.

What we are looking for is content that:

  1. Positions you as a thought leader
  2. Google loves and ranks high
  3. Your customers love you for
  4. Your customers create

 The answer is a community written, industry-leading tutorial and support database (aka a ‘Knowledge Base’) 

Be THE place to go for help and guidance

Support databases are not as sexy as an infographic, or as satisfying to write as a quirky blog post, but they have the potential to be a huge deal for your business.

Take a look at this in action with leading hosting company Digital Ocean.

They dominate huge swathes of research-based and support-based search queries e.g.

how to secure my vps Google Search

Thanks to the number of people linking to those useful articles, they also rank high for incredibly competitive transactional searches.

ssd cloud server Google Search

This ticks off thought-leadership, Google love (through keyword optimised content and people sharing your super-useful tutorials/articles), and customer love (for being so helpful and authoritative).

 That’s all great, but I also promised that your customers would do all the work for you! Read on to find out how. 

The awesome thing is, Digital Ocean’s community helped write a large part of it for them: https://www.digitalocean.com/community/get-paid-to-write 

DO get paid to write

This meant they could scale their Knowledge Base much faster than they ever could have doing it all in-house (breadth and depth), and at a much cheaper rate compared to hiring a professional technical writer.

You can do exactly the same.

How to create and populate your own Knowledge Base

Step 1: The software/platform

I strongly recommend using purpose built software for this.

Simply adding pages to your website will make it extremely difficult to manage as you grow, and you won’t have access to the same reporting and user feedback tools (top searches, ratings, comments, idea submissions etc).

A lot of companies use software called PHPKB (http://www.knowledgebase-script.com/). The latest version hosted on your own webspace is currently a one off fee of $350. I have hands on experience of setting up a Knowledge Base with this, and it is all positive.

Alternatively, if you use WordPress, there are themes and plugins to integrate a Knowledge Base, one of the most popular being here http://codecanyon.net/item/knowledge-base-wiki-wordpress-plugin/5758910..

There are SaaS options out there, including ZenDesk, HelpJuice  and GrooveHQ.

However I haven’t used them, and they are all perpetual costs (i.e. monthly fees), plus you lose access if you cancel.

Step 2: Planning your structure and content

Start by creating a structure plan/hierarchy for your Knowledge Base. This will make your life much easier as the project develops, and it will also speed everything up.

An example:

  • Category: The top-level group, typically quite broad e.g. Databases
  • Sub-category: Sub-sections of the main category, getting more specific e.g. MySQL databases
  • Article: Have one article cover one topic to make it easy for people to find and read e.g. How to backup a MySQL database

In terms of deciding what content to write, start by researching the most common questions your target audience are looking for answers to.

Some ideas to get this information include:

  • Your own support team – What questions are they  repeatedly asked by your customers? What boilerplate answers have they got prepared because they have to answer that question so often?
  • Google keyword planner – A huge driver for doing this is attracting new traffic via Google. With this in mind, use search demand to guide your articles.
  • Ask your customers – Set up a form online or send an email asking what they would like help with.
  • Your competitors – What support content do they have that is linked to a lot? Use tools like Open Site Explorer.

Step 3: Getting your community involved

The quickest way to grow your Knowledge Base, with the least amount of effort, is through community submitted articles.

The danger here is being swamped by low quality, content thin articles.

You can put a stop to this before it starts by laying out very clear guidelines about what you expect. E.g. https://www.digitalocean.com/community/tutorials/how-to-write-an-article-for-the-digitalocean-community.

Some of your customers will do all this because they love you, and others because they love the topic in hand. However, these will be a relatively small pool.

The real motivator will come from being paid.

The mechanisms for receiving, reviewing and publishing the articles will vary based on your software choices and the size of your team.

You need to put in place a process that:

  • Stores and categorises the submitted articles ready for review
  • Has clear quality and tone of voice guidelines for the reviewer to follow
  • Allows for feedback and/or editing if necessary
  • Places the article in a queue to be published
  • Publishes the article at an agreed time
  • Gathers feedback on the article (page views, ratings, comments…)
  • Pays the author in a timely and accurate manner

If you choose to go with purpose made Knowledge Base software, this will come with features to accept and review submissions. PayPal can cover the payments.

Step 4: Writing/editing content

When writing and editing the content, always be thinking about a) Usability and b) SEO.

Usability comes from easy to read, focused articles. My tips are; keep your articles to a minimum (don’t fluff them out for fluff’s sake), don’t try to sell your products to the detriment of the content and stay focused on one topic per article.

On-site SEO is very easy. All you need to do is make sure your target keywords are being used in:

  • The article page’s <title>
  • The URL
  • The headline
  • The main body’s content
  • Internal linking to that page

Step 5: Open it up to the world (and Google) to see and share

The worst thing you can do is hide all of this great content behind a login where the public and Google can’t get to it.

Your instinct may be to restrict your support articles yo just your customers, but that would be a huge mistake.

Open access support databases actually increase sales, through traffic generated via informational searches performed by non-customers.

They find you, they love you, they buy from you, they share you (SEO bump)… and the wonderful cycle all starts all again with another visitor.

The best of the internet this month – March 2016

This is where I share my favourite customer marketing related posts, resources and tools I have discovered in the past month.

Not all of the content was written this month, but it is when I came across it and I think you’ll find it interesting/useful too.

This month’s reading

To show respect for your customer’s time (and increase performance), every email you send needs to be as relevant, important, and valuable as possible. Active Campaign has put together a list of 25 emails that target each stage of the customer lifecycle.

You need to bring more to the table than a good product or a good deal. You need to persuade people to come and stay at your table in the first place. Here are customer.io’s collection of 5 motivational principles to help make you a powerful communicator, no matter what message you’re trying to get across.

The most powerful aspect of cohort analysis is that you’ll not only see that customers leave and when they leave, but you can start to understand why your customers leave your app—so that you can fix it. Why you need cohorts to improve your retention.

There’s a way for you to make finding the right content to resonate with your audience easier; ask your shoppers to create content. Check out Shopify’s 4 tactics to drive traffic and sales with user-generated content.

Email subject lines are our first (and sometimes only) chance to make a good impression on our subscribers, so making them interesting and compelling is essential to your email marketing success. Read how to write email subject lines that make people stop, click and read.

Here are five particularly note worthy user onboarding experiences worth taking the time to cast your eye over, and cherry pick the best ideas.

GrooveHQ’s owner runs a regular blog series where he answers questions readers have sent in. In this post he explains why he does it, and why you should too.

Matthew Barby outlines some of the best techniques that you can execute to grow your email list, some of the tools that will help and how you can prevent your list from becoming worthless.

Well-researched personas can be a useful tool for marketers, but to do it correctly takes time. But what if you don’t have that time? Here is how to do persona research in under 5 minutes.

And finally, a nice little explanation about the difference between features and benefits.

Thanks for reading

If you have written any posts or created any amazing content related to customer marketing, and you’d like to see it added to a future best of the internet post, get in touch with me here.

6 Things I’ve Learned Working with Social Influencers

This is a guest post by John LaMarca, Director of Marketing for social community ‘6Tribes’.

I lead marketing for a new social media startup called 6Tribes, which connects like-minded people around the things that they’re passionate about, using the concept of tribes.

We’ve had great success over the last few months in growing some of these tribes using YouTube influencers. I’ve learned a lot about how to get the most out of these partnerships, so I thought I’d share 6 things that I’ve learned.

Do The Right Thing 

Whatever you do, don’t micromanage your YouTube influencers, let them do their thing, their way.

Now, I’m not a micro-manager by any stretch of the imagination, but it is tempting to request that an influencer’s sponsored content contain all of the relevant information about your product that you’d like prospective customers to know.

The thing is, they know their audience better than anyone. They’ve built that audience, and the relationship with them, on trust and by being true to themselves, so you need to let them integrate your brand in a way that is holistic to their content.

Audiences are sceptical of advertising, and will often tune out messages from brands, but when they see content from an individual they like, trust and follow, they are more likely to be receptive to that message.

In an ideal world, your influencer won’t be getting paid to promote your brand, but instead give a brand they love access to the engaged audience that they’ve built.

The Social Network 

Ask them (nicely) to promote you across all their other relevant channels, be it Instagram, Twitter, Vine or Pinterest.

In the world of social networks, this is equivalent to multi-channel marketing. Plus, this cross-promotion is beneficial to them as well, as more video views will help them secure other brand partnerships.

A Very Long Engagement

To get the most from your marketing spend, it’s important to plan for long- term engagement.

Great, you’ve managed to land an amazing influencer who creates wonderful content for you and puts lots of lovely people in front of your brand, or in the case of 6Tribes, into your app.

Well, what happens to those people after the initial activity that resulted from the campaign?

Of course you’ve worked hard on your product to ensure that this new audience will stay, but it’s vital that you come up with a plan to give yourself the best chance at long-term engagement.

At 6Tribes, we have lots of different tribes based on interest or lifestyle, such as Car Spotters, LGBT, Twisted Humor, Deep Thinkers, Anime & Manga or Animal Lovers.

We’ve had the most success when we’ve actively planned for long-term engagement by doing one or all of the following:

1) Get the influencer to become an active member of your community

At 6Tribes, we often have an influencer join or create a tribe in the app, and then participate in some way, such as a live Q&A.

This integration can also be promoted in the sponsored content, and it’s a great way for the audience to gain access to their favourite YouTube stars.

It also shows the audience that they not only believe in the product and want to promote it, but they are also willing to become a user themselves, which is great for the brand.

2) Pass the torch

At 6Tribes, we have tribe leaders who look after their communities. When we’ve run successful influencer campaigns, we’ve often worked with those influencers to hand-pick a tribe leader to hand over the reins to after the campaign is over.

This person is generally the most engaged and active user in that community, so it’s a great way to keep engagement in the community high.

3) Complement and amplify the influencer campaign

This can be achieved by targeted promotions on other marketing channels, such as Facebook or Instagram ads.

I know that this sounds like common sense, but many marketers are so focused on the influencer campaign that they forget to use other channels at the same time.

For a social media network like 6Tribes, putting more people into the tribe at the same time has an exponential effect on engagement, which leads to greater overall retention, and keeps the VCs happy when it’s time to get your next funding round.

A View to a Kill

Bigger isn’t always better. Choose an influencer with a highly engaged audience. It doesn’t matter if they have 300K subscribers if only a smaller percentage actually engage with the content.

There are plenty of metrics available beyond what you can see for yourself, for example in the case of YouTube, video views, so ask the influencer to provide whatever stats they have available about their audience.

Of course, it’s not just about metrics, you should also look at how the influencer engages with the audience in terms of style and tone, and if their community aligns with your brand.

The best influencers find a way to seamlessly integrate the sponsorship into their content, like this excellent video from Loey Lane, a social influencer focused on positive body image, who has helped us build out our Radical Self Love tribe.

The Professional 

Before you begin working with an influencer, you should consider whether you’ll want to work with an agency or try to work directly with the influencer.

There are some great agencies out there like FameBit that offer curated or self-service packages. They have access to some of the most popular and up & coming influencers, and enable you to easily work with several influencers all at once, but you’ll have to pay for that access.

If you decide to contact influencers on your own, make sure that you do your research on them and can communicate why you’’d like to work with them, what you have to offer, and what you expect in return.

It can be more time-consuming this way, but it can also be more rewarding as you’ll be able to communicate directly with them and hopefully build a longer-term relationship that can bring success to both parties.

Play it Again, Sam

Now that you’ve had some great content created, use it as another marketing asset to promote your brand. And don’t forget to engage with the content that’s been created for you: commenting, liking, and reposting are all great ways to increase the lifespan of your sponsored content.

In summary

Let the influencer integrate your brand in a way that is holistic to their content 2. Ask influencers to promote your sponsored content across their other networks 3. Plan for long-term engagement 4. Choose an influencer with a highly engaged audience 5. Decide if working with an agency is right for you 6. Engage with the sponsored content and add it to your stable of marketing assets

 

VR Marketing – Top 5 Brands Using Virtual Reality in PR Right Now

In the early 90s, virtual reality (VR) was set to completely revolutionise the tech and gadget world forever – and then it didn’t. Alongside 3D cinema and polarised glasses, it was merely a case of ‘not just yet’ and the fad soon died out.

People weren’t ready for it, and neither was the technology.

Fast forward to 2016 and VR is cool again. We’re now living in a world where the full capabilities of virtual reality – with its ability to transport users to immersive alternative realities – is being used in new and exciting ways as a commercial tool to sell and promote products.

Now technology has updated and the potential is seemingly limitless, virtual reality looks like it’s here to stay this time.

2016 will celebrate the official launches of some of the most hotly-anticipated VR headsets such as Oculus Rift and Project Morpheus, which will firmly put tech into the hands of consumers.

So much so that Business Insider estimates the VR hardware market will be worth around £1.9 billion by 2020.

With this in mind, we’ve decided to take a look at five PR campaigns that have successfully used virtual reality to market and sell products, whilst creating an experience like no other.

The Crashed Car Showroom

To promote car safety, NRMA Insurance used the Oculus Rift headset to simulate what it is like to be in a car crash.

People were sat in a real car linked up to a hydraulic system that moved the car in sync with virtual movements.

Once seated, the driver was completely shrouded in a 3D world and could move their head around to examine the simulated location of being in a driving car.

The aim was to recreate the experience of crashing so they could properly understand the severity and importance of road safety.

New York Times & Google Cardboard

When two huge brands collide, they’re able to form the ultimate promotional tool. In November, the New York Times partnered up with Google to create a fantastic VR advertising project.

Google created its very own handheld virtual-reality gadgets and delivered them to more than a million subscribers of the New York Times print newspaper.

Using their smartphone, subscribers were encouraged to download a special NYT VR app that would aim to completely change the way they consume daily news.

The partnership involved creating a series of short films based around hard-hitting news subjects, including a story of a child caught in the Syrian refugee crisis.

The campaign showed how VR could have an impact on the future of journalism and with news outlets constantly looking for ways to bring back straying audiences, VR may be the way forward. Dean Baquet, the executive editor of the New York Times, said:

Our magazine team has created the first critical, serious piece of journalism using virtual reality, to shed light on one of the most dire humanitarian crises of our lifetime.”

Jakku Spy

Right now, it seems that wherever you go there is some form of Star Wars themed marketing around and it will come as no surprise that virtual reality has got itself involved as well.

In the lead up to the release of The Force Awakens in December, Lucasfilm teamed up with Google and Verizon to allow fans to visit the planet of Jakku – the home of Rey, the main character in the film played by Daisy Ridley.

Using their smartphone and Google’s VR eyewear, people could jump directly into the action and explore the planet, whilst there was a series of in-app messages that were constantly updated the closer the movie release date got.

Coca-Cola and the World Cup

During the 2014 Fifa World Cup in Brazil, Coca-Cola created an unique football experience like no other.

Visitors were taken to a mock locker room in the Maracana Stadium in Rio De-Janeiro and were asked to put on Coca-Cola branded VR headgear which allowed them to run straight on to the football pitch to play for the home nation.

The campaign gave people the chance to play in the World Cup and experience something that millions of people across the world dream of – all thanks to Coca-Cola.

The Goosebumps VR Adventure

To celebrate the release of the Goosebumps movie in 2015, Sony Pictures created a VR adventure that transported cinema goers straight into a world that presented plenty of thrills and frights, including many of the infamous monsters from R.L Stine’s much-loved children’s novels.

Using D-Box motion chairs in select theatres and Samsung’s Gear VR headset, the experience threw fans directly into all of the film’s action in what could best be described as a theme park-style adventure ride.

The result was a thrilling and fun experience that helped create a buzz around the film’s upcoming release and showed just how much of an immersive and creative platform virtual reality can be.

If VR technology really is going to take over the world like we’re lead to believe, maybe these five ideas will serve as inspiration for when we’re able to create our very own marketing campaigns with virtual reality. The great thing is, it’ll be here sooner than we think.

Ben Martin is creative director at the PR and creative agency Peppermint Soda.  

8 customer survey mistakes to avoid and get better results

No one knows your products like your customers. They will always find new and unthought-of of ways to interact with your services that either break it, or highlight new opportunities to improve.

Regular customer surveys help you gauge your customers’ attitudes towards your brand and your products, as well as benchmark your performance over time.

Unfortunately, writing an effective survey is not as simple as many people think.

Any mistake in your survey makes analysis and reporting either difficult or impossible, and an opportunity is lost.

Here are 8 common mistakes people make when writing and formatting surveys for you to avoid.

Overlapping values

This occurs in multiple choice questions, where we ask the respondent to choose from different values. I commonly see the following:

How much do you typically spend?
a) £0 – £5
b) £5 – £10
c) £10 – £15

So if I spend £5, do I choose a) or b)?

Two questions in one

A very easy trap to fall in to is asking two questions in one. For example:

“How useful do you find Widget Inc’s Online Support Database and the email support centre?”

In this example, I may find the online support database very useful, but the email support centre a waste of time.

Which way do I go?

Biased questions

You have to keep your questions neutral, and not guide the user to think a certain way. For example, this type of question presumes they liked it in the first place.

“What did you like about our product?”

A better way to phrase this would be:

“How would you rate our product for the following…?”

Presuming they can give an answer

There will be questions that not every respondent can answer. This may because they haven’t used the product in that way, or they simply can’t remember.

That ties in with another point; don’t ask people to think back over extended time periods, it is unrealistic to expect accurate answers.

Rather than forcing them to give a knowingly incorrect answer, or essentially asking them to guess, always give an ‘NA’ or ‘I don’t remember’ option.

Inconsistent presentation of the scales

Keep scale ratings consistent throughout your survey so that e.g. 5 = very good in every question. This also goes for the way you present the scales to the user.

How would you rate our support?   Very Good, Good, Poor, Very Poor
How would you rate our reliability? Very Poor, Poor, Good, Very Good

If you choose to have “Very good” on the left for one question, it should always be on the left throughout the survey. This is to prevent respondents training themselves to just click there without really reading it properly.

Using large scales

I have never understood surveys that use any scale bigger than 1 to 5. Beyond that, it becomes very difficult to differentiate what those values mean.

For example, how does a 6 differ from a 7? This is especially so when we go even higher up to a 1- 100 scale.

Being too long

The longer your survey goes on for, the more people you will see drop off before the end. I personally would keep any survey to 10 – 15 questions, or maybe 20 as an absolute max.

Anything over that and you can expect really low completion rates.

If you spread the questions over a number of pages, give them a progress update (a filled in bar, page X of Y etc.) so they know they don’t have long to go.

Not testing your survey before launch

Always pre-test your survey, either within the business or a small sample of customers.

Analyse the completion rates and look for any confusion or road blocks. If it all goes perfectly, then release the survey!

Sending your survey

There are some really good survey software providers out there. A lot of companies use Survey Monkey, but I think the templates are looking very dated now. I personally would recommend taking a look at Survey Gizmo, and Typeform.

Good luck!