148. A Buffer teardown 🏗
Taking a closer look at the signup survey for Buffer
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Hi there 👋
Hope you’ve had a great week. I was off the past few days to celebrate U.S. Thanksgiving, so I have a shorter email newsletter for you this week. We were fortunate to have a customer research expert audit the signup survey for Buffer. I’m happy to share her teardown below.
Wishing you a great week,
Kevan
~ Dorothy Parker
These are 3 cool things I read this week
1 - The antiracist leader: sponsorship
2 - Pudding Cup 2020: The best visual and data-driven stories of 2020
3 - The 40 best riddles for kids that aren’t too confusing
Buffer signup survey teardown
by Hannah Shamji
Many thanks to Hannah Shami for this teardown. Here’s the survey that she walked through:
A couple of follow-up thoughts:
We’ve long talked about customizing the onboarding experience for someone based on the way they fill out this initial survey. Sounds like it might be time to revisit that strategy again :P
The “How did you first hear about us” question is used as a first-touch attribution datapoint. This helps us quantify the impact of channels like podcasting, word-of-mouth, and content.
I 100% agree on Hannah’s points about the importance of this interaction from a brand and customer experience perspective. We should give this step a ton of TLC because of when it arrives during a user’s journey. (We have some data that hints at the survey perhaps being better suited for further in the customer journey rather than right here, too.)
Thanks so much for reading. Have a great week!
— Kevan
P.S. If you liked this email and have a quick moment, could you click the heart button below? It’d mean a ton to me and might help surface this newsletter for others. Thank you!