As it’s a floating button, it stays in place when your site visitor scrolls. That means it’s always visible, and super easy for your users to reach out to you. To make sure it fits in with your site design, the button is fully customisable and can be placed in any corner of your site.

After clicking the button your site visitors can leave a message and share their email address so you can get back to them.

Easy to add to any WordPress website

Adding the feedback button takes seconds. No code snippets, no complicated process – just search for ‘Feedback Button’ in your block library, add it to your page, and you’re done.

More than just feedback

We called it a Feedback button, but with just a few clicks you can make it your own. Change the button label, customize the form content, and you can ask your site visitors anything you’d like to learn, in any way that works for you.

Results are in

Whenever a user responds to your form, you can get an immediate email notification or even send your results in real time to other services like Google Sheets. And if you want to dig deeper, you can analyse your feedback on a dedicated results page, see the geolocation data of your respondents and much more.

Sounds good?

Start using the Feedback Button by adding the Gutenberg block to your WordPress post or page and gather some customer feedback that can make all the difference.

If your site is hosted on WordPress.com the block is already available in your editor. If it is hosted somewhere else please install or update the Crowdsignal Forms plugin that will add the Feedback Button to your block library.

Especially monitoring this progress over time is pretty hard. Most of us don’t have the time or resources to do research projects every month.

There is though one simple process and metric that can help us to get a sense for all the questions above. The Net Promoter Score.

It certainly doesn’t answer all the questions you’ll have, it’s just one question after all, but it is a great compass to tell you how people are experiencing your product, how loyal they are, and if there’s potential for growth.

We have built a Gutenberg block for you that makes it easier than ever to track your Net Promoter Score on WordPress.

What is the Net Promoter Score

The Net Promoter Score (NPS) has been a widely used business metric since the first time it received public attention in a Harvard Business Review article in 2003 by F. F. Reichheld. It is based on a single rating scale question:

“How likely is it that you would recommend this product to your friends or colleagues? ”

Customers can answer the question on a scale of 0 to 10.

The strength of the NPS approach is that it substitutes a single question for a complex customer satisfaction survey. A single question is a lot easier for your customers to answer and for your team to analyze. You can collect in a very simple way timely data that your team is able to act on immediately.

The NPS question is often combined with an open follow-up question. Your customer has the chance to add some context and more detailed feedback to their rating and give your team some “hands-on” feedback.

What does it measure?

The Net Promoter Score tries to measure customer loyalty and therefore also becomes a good indicator for potential growth. Please keep in mind that this metric is a just proxy for how well you are doing. It is just one question after all!

What is a good net promoter score? The absolute value of your score, like the first score you are measuring, is actually not important. Your score development over time is the important part! How does that score change over time? Are your customers happier with you this month? Or is there a down-trend?

How is the NPS calculated?

The actual formula for NPS is easy:
The responses to your rating scale question are segmented into three groups:

Customers that give you a 6 or below are Detractors, a score of 7 or 8 are Passives, and a 9 or 10 are Promoters.

In order to calculate your score, we subtract the percentage of detractors from the percentage of promoters. Therefore your score is a number that ranges from -100 to 100.

You might wonder now, what is a good score? As mentioned already above, it does not matter so much what your current score is, but much more how your score evolves over time.

There are some websites that try to benchmark the score for industries, but we are not sure how much this helps. There are many factors that impact the NPS score, a big impact factor is the context for where and when you measure it. As there is no way to know how other companies measured their score, it can be hard to compare scores to each other.

Analyze and track your progress

We provide an analytics dashboard with our block that automatically calculates the Net Promoter Score for you in real-time and allows you to monitor your score over time.

You can also filter your results by country and spot trends in particular regions.

How does the block work?

WordPress.com hosted sites can use the NPS block immediately. Just go into your editor and search for the “Measure NPS” block, or type “/nps”. If you have a self-hosted site, you only need to install the Crowdsignal-Forms plugin.

The moment you add the block, you are basically done. The design of the block is based on your site’s theme. You can still customize the styling of the block, or edit the questions, but that might not even be necessary.

To get the most out of your NPS data, it is important to show the question only to users that are already familiar with your service or product. You can configure the block to only show to repeat visitors. It’s more likely you will get feedback from someone who knows what they are talking about, and you can make sure new users are not interrupted during their first visit to your site.

After you publish the block go to the results page of the block and monitor your results.

By the way, did you know you also can get email notifications or a ping in your Slack channel any time you get an NPS rating? Just click on the little “connect” button on your results page.

“Could you please add a simple rating scale question to the survey?”

and

“We have multiple choice questions with 20 and more answer options, typing all these line by line is really annoying. How about copy/pasting them all at once?”

We have some good news for you. These features went live on our site in the last few weeks!

A Rating Scale Question

You will find this new rating scale question inside of your survey editor. It allows you to switch between a 5 scale and a 10 scale rating. Each label of your scale is customizable.

Copy/Paste Answers to Multiple Choice Questions

Typing long lists is no fun. From now on, just copy your list of answer options, and then paste them into one of the answer options in the Crowdsignal editor. Done.

We hope these changes make your life a little easier. We value feedback and that brings us to the last bit of news we wanted to share with you:

We would like to encourage you to ask for more! What do you need? What are we missing? Please, don’t be shy and let us know. 

And to make this even easier we should have a place where we could have a conversation about all these potential Crowdsignal improvements. 

A Place for Everything Around Crowdsignal – Our Feedback P2

Say hello to our new Crowdsignal Feedback P2. 

What is this? It’s a place for you and other Crowdsignal users to get in contact with our team, learn about the latest Crowdsignal features and meet other people that try to ask better questions. Support queries should still go to the usual place to make sure you get a speedy response.

But wait, what is a P2? Glad you asked. P2 is a workspace tool created by our colleagues and friends from Automattic. It’s the main space our company with over 1,500 people runs on. Learn more about it here.

Please don’t be a stranger! Ask a question about Crowdsignal, post a feature request, point out something that could be done better or join an ongoing conversation. We are looking forward to meeting you there!

Sync and export the data you collect to another place —  in an application like Google Sheets, for instance — so you can study and find patterns within it, which will help you make informed decisions. 

Sometimes it’s all about getting notifications to act on feedback in a timely manner, especially in cases like a harsh complaint or an inquiry about a business partnership. Let’s find out how this all works with Crowdsignal.

Why is this useful?

You want to have full control over your collected data. Two important steps to gather and make sense of your data are real-time notifications of incoming responses and automatically syncing this feedback with an application like Google Sheets. Luckily, you can do both without writing any code! 

Let’s build it:

For this tutorial, imagine you’re the owner of a yoga studio, and you want to know what members think about the new instructor you hired. In a survey, ask them for a rating, as well as general feedback on their flow and teaching style. 

1

Create a new survey on Crowdsignal, and enter a few questions. Don’t forget to select the Style tab to customize your survey.

2

Before you share your survey, you’ll need to set up email notifications. 
Go to the Results tab of your survey and click on Connect in the top right menu.
In the popup window,  select Enable Email Notifications.

3

Where do you want to be notified? In the To field, add the email address that will receive these notifications. 
While optional, you can also customize the subject line and content of the email with different shortcodes:

• [response_id]
• [title]
• [response_location]
• [response_create_time]
• [response answer=”x”] (where x is the question number).

If you’re not ready to use shortcodes today, that’s fine! You can learn more about customizing your email content another time.

Click the Update Settings button, and you’re all set.

An extra tip: If you and your team use a communication tool like Slack throughout the day, you can even import emails into the service. In other words, you can forward these email notifications into a Slack channel and read incoming Crowdsignal responses even faster! Learn more about sending email to Slack.

4

Now that your email notifications are set up, let’s sync feedback results with Google Sheets.
While you were in the Connect tab, you may have already noticed the option to Connect Google Sheets.

After selecting this option, you will see a Connect with Google button. 

5

Clicking this button will start the standard Google authentication process.

Choose and sign into your Google account and click Allow to give access to connect the account to Crowdsignal.

6

Once your account is connected, check the box to the left of Connect Google Sheets to start syncing your data.

7

When you check the box, Crowdsignal will sync your responses,  and you will see a button that links to your Google Sheets file.

From now on, each time a new response comes in, it will also appear moments later in a new data row in your Google Sheets file. 

It’s a little bit like magic, isn’t it? Try it yourself!

Having multiple questions on one page sometimes can be efficient or important for the structure of a survey, but this comes with a big downside: It can feel overwhelming! A long list of questions on a never-ending page feels daunting.

In contrast, our single question per page survey presents just one question at a time, offering a much simpler experience.

Why is this useful?

Going through a survey that presents questions one at a time feels a bit like flipping through a slideshow. It feels less overwhelming. You can focus on one question at a time with no distractions, and move forward one page with every answered question. Every click feels like progress is being made and in some way satisfying.

The single question mode is especially useful if you want to embed your survey inside a page. Similar to an embedded video, the survey occupies just a small window on your page. And even if your survey is long, it won’t break the content structure of your page. Readers that may not be interested in the survey also don’t need to scroll endlessly to skip to the next section of your page.

This is what an embedded survey looks like in WordPress:

Let’s build it:

Create a single question per page survey and embed it into your website in just four simple steps:

1

Create a new survey, and choose Single in the top left of the survey editor, which activates the single question per page mode.

Then add as many questions or form blocks as you wish.

2

Go to the Style tab and select a survey theme. Then, click on Options, where you can  customize the page transition animation and enable the progress indicator.

3

Now we are ready to embed the survey. Click on the Share button, then choose the Embed tab in the popup window.

You can embed a survey into your site in several different ways. If you have a WordPress site, simply copy the shortcode under the WordPress section into your clipboard and switch over to your site’s WordPress editor.

4

In your WordPress editor, open up the page, post, or area on your site where you want to embed the survey, and paste the shortcode. Preview or publish it and your embedded survey will appear. 

That’s it! Now it’s your turn. Give it a try!

It is a simpler and more playful version of the Voting block. The main difference is that your readers can only give positive feedback with the Applause block, it allows them to show how excited they really are by making as much noise as they want! In other words, the Applause block encourages repeated positive feedback, and is an easy, light-hearted way to take reader engagement to a new level.

In your results area, you can analyze your stats: did all of your claps come from your best friend, or did you reach a broader audience?

As always, you can customize this block so it works for you and your site. The block currently comes in three different sizes and can be customized with button styling, including options for a border, border radius, and customized colors. By default, it has no border.

If you are a WordPress.com user, the block is already in your block library. You’ll find it if you search for “Applause”, or select the Paragraph block and then type /applause. If you have a self-hosted WordPress site, please install our Crowdsignal Forms plugin.

We hope you have fun with this new block! Let us know what you think about it, and if you have an idea for a new block you’d love to see, please contact us. Thanks!

There is already a “like” button at the end of a WordPress post that you can click to express satisfaction or agreement. But what if you want to ask readers their opinion on a subject in the middle of a post? Or what if you want to present several ideas and find out which one is the most popular? Wouldn’t it be great to ask readers what they think without having to leave the editor or switch to another service or plugin?

That’s what we thought! Say hello to our new Voting Block:

It’s a simple block that adds two voting buttons—thumbs up, thumbs down—to your post wherever you want to place them. And if you only care about upvotes, that’s fine;  removing the “thumbs down” button is easy. 

Customize the block in different sizes and colors, with or without a border, and with or without a visible vote counter. Put several in a single post, next to different ideas, to see how they stack up for readers. Make the block your own.

After your audience has voted, as with every Crowdsignal block, you can analyze the vote metadata in our comprehensive reports. Where did the votes come from geographically? When did people vote? You can filter results by country or do a deep-dive analysis by IP address. You’ll find all the data you need in the results section of Crowdsignal.

What do you think about the new Voting Block? 

PS:  If you have the privilege, don’t forget to vote, whenever and wherever you can.

Create and edit polls in the Block Editor

You can now edit a poll directly inside your block editor — making creating a poll as fast and simple as listing bullet points.

 Answers can be defined in settings, such as “single answer” or “multiple answer” choices, “random answer order” and many more..

And everything else you expect from a Crowdsignal poll is also available — such as a customised confirmation message, poll timeframe, and avoidance of double voting. 

There is no need to switch to another website, and no more copy/pasting of codes or URLs for embedding a poll into your WordPress post.

Customise your poll styling

By default the poll block will support your theme styling, but it’s up to you if you want to keep it. You can customize the style how you want, from font-family to border colours. Make it yours!

You can also use the poll block within other blocks — in a cover block, for example. 

Dive deep into your results

Your final poll result might not tell the full story. Do a deep data analysis on the Crowdsignal results page. Where did your votes come from, for example? Filter your results by countries, individual votes, or analyse the votings by IP address to see any suspicious voting patterns.

As a WordPress.com user you can find the Poll Block by default in your library of Gutenberg blocks (search for poll, or write /poll in your text block). If you self-host your WordPress site, you can download our Crowdsignal Forms plugin and add it toyour set of blocks.

What will you ask your audience? Let us know! 

And stay tuned —this is just a start. We are already working on the next Gutenberg blocks.

But how do you collect information without bothering people? How do you organize it and use it to make actionable decisions? We all have this great tool in the pocket, our phone. Any of your customers could give you feedback via their phone in less than 30 seconds. How? QR codes! Quick Response (QR) codes are a special type of barcode readable by any modern smartphone, using the phone’s camera or QR code reader app. They can link to any website — including, for example, to an online survey you create with Crowdsignal.

Want to try it yourself? Open your camera app and aim it at the QR code below:

Let’s  walk you through creating an online survey and incorporating a QR code, and look at some creative ways to use them together.

Why a QR Code and not just pen and paper?

Are online surveys and QR codes the best tool for user research? Wouldn’t a pen and paper work just as well? Not quite. Online surveys with QR codes have a host of benefits:

1. Bridge the gap between print and digital

Imagine dozens of feedback survey forms cluttering your desk. Imagine typing them into a computer, trying to decipher handwriting of your customers, try to sort them to find themes. Online surveys are much easier to collect, analyze, and storeAnd with a QR code, there’s no need to ask customers to type (or remember) the URL for your survey. All customers need todo to give you feedback is pointing their phone at the code.

2. Put your codes everywhere

You can add a QR code to the materials you’re already using — menu boards, napkins, business cards —  for quick access to your survey. No need to print and reprint forms, no paper clutter. 

We recommend printing stickers with the QR code that you can display or distribute anywhere, any time.

3. Get anonymous responses when customers’ experiences are fresh

The sooner someone responds to your survey after an experience, the more accurate their answers. After all, memories fade very rapidly — this why companies like Uber ask for feedback seconds after a ride.

If you add a QR code directly to your bar menu or on your to-go cups, customers can take the survey while sipping their drink. 

Typing something into a phone also gives your customer some privacy — important, because anonymity is crucial for honest feedback. It’s much less daunting than filling out a note card in public and handing it over to an employee.

QR codes are an excellent way to reach more customers, gather more responses, and collect more accurate data. 

Using QR codes with Crowdsignal

Create a survey with Crowdsignal (free is fine!). Keep it short and simple, with two or three questions at most. A good mix is one rating scale (easy and fast to answer) and one open ended question (gives your customers the chance to let you know some details). Then let’s create the QR code:

1. Click Sharing in the subnavigation menu and select QR Code.

2. The optional Custom Tags field allows you to add identifiers: when someone completes the survey, their response will be associated with that custom tag. If you have multiple locations around the city, you might set up a unique tag for each one, so you know which location the customer visited. Or you might want to add different tags to your to-go cups than your in-house menu boards, so you know if the customer ate on-site or on the go.

3. Choose the size you’d like for your QR code, then click the Download button to save the code as a PNG.

Once you’ve downloaded the image, there are a variety of ways you can use it to collect customer feedback for your coffee shop. If you work with a graphic designer, send them the file so they can add it to flyers, menus, and the other print materials they create for you. If you use a point of sale system like Square, you can add the image to your receipts. Or if you work directly with a print shop, you can send them the file and ask them to add it to whatever materials you’d like. 

Analyzing the results

Once customers start responding to your surveys, it’s time to analyze the data. 

To access survey responses, hover over your survey in the Crowdsignal dashboard and click Results → Report. You’ll be taken to a summary of the results from each question, so you can see the average responses and draw general conclusions.

You can monitor your results in Crowdsignal, export them via several file formats, or sync them in real time with a service like Google Sheets, via the “Connect” option.

To receive the  feedback in real time, connect your email address and get results sent to your phone whether you’re in the office or behind the counter.

Start collecting valuable customer feedback

QR codes allow you to quickly gather accurate survey responses in real time. They have endless applications, whether you want to learn which menu items are the most popular or find out if your latest employee training session made a difference.

Ready to get started? Create your first QR code with Crowdsignal.

(And by the way, how did you like this tutorial? 
Let us know via the QR code below.)

You can always feel when product/market fit isn’t happening. The customers aren’t quite getting value out of the product, word of mouth isn’t spreading, usage isn’t growing that fast, press reviews are kind of “blah”…

And you can always feel product/market fit when it’s happening. The customers are buying the product just as fast as you can make it … You’re hiring sales and customer support staff as fast as you can.

Marc Andreessen

Which leaves us with the questions: How do we reach Product-market fit (PMF)? How far are we away from PMF? Are we making any progress?

Rahul Vohra, Founder and CEO of Superhuman, shared an interesting concept for how to measure progress on your way to Product-market fit. He even described a process they are using at Superhuman for how to get step by step closer to Product-market fit.

What plays a huge role? Surveys. 

With Vohra’s concept and one basic Crowdsignal survey, you can collect the data you need to optimize and analyse your PMF and come away with actionable tasks to improve your product.

• Understand Product-market Fit Optimization
• Build a survey and collect data
• Analyze 
• Identify actionable tasks and prioritise

Understand Product-market Fit Optimization

Before you can optimize, you need to know where you came from and where you are. To make progress with something, you need to be able to measure — and almost anything can be measured. If you have a factor that helps you to reduce uncertainty and make better decisions, measure it. Be aware, a perfect indicator never exists, and for something that is hard to define like PMF it’s even harder to find one, but if it helps you to reduce uncertainty and helps you to visualize progress, you are better off.

For PMF, we’re looking for a leading indicator that helps us understand how consumers are responding to our products, how valuable and relevant it is to them. Something we can use to communicate progress to the team or other stakeholders.

A while ago Sean Ellis (the marketing exec (Dropbox, Eventbrite) who coined the term “growth hacking”) was looking for such an indicator and identified one, a “PMF score” if you will, with this simple multiple choice question:

“How would you feel if you could no longer use this product?”

– Very Disappointed
– Somewhat Disappointed
– Not Disappointed

After benchmarking with around a hundred startups, Ellis found that companies showed a level of growth that felt like PMF the moment about 40% of users answered “very disappointed.”  Companies that struggled to find traction almost always had fewer than 40% of users respond “very disappointed”. Some others did similar experiments like and got similar results.

The precise percentage will obviously vary somewhat among products and markets, but 40% seems likeIt’s very hard to benchmark these numbers between different products and markets. Even simple differences in the process of measuring can already impact these numbers significantly.

Though it is not really important to know exactly where this point might be for your business, as long as the PMF score is an indicator at all, it can guide you making decisions. If you compare the numbers for your product over a couple of months, keeping the measuring process as constant as possible, this indicator can probably tell you if you made progress — or not. 

Setting up a Product-market Fit Engine

Now we have a PMF score, but how do we increase it? Is there a methodology to systematically optimize your PMF score?

Superhuman developed their strategy based on three follow up questions to the PMF Score question:

“What type of people do you think would most benefit from XYZ?”

This points to something that people often forget: You not only can adjust your product, you also can change your market.

This question helps you to find out for whom the product is the best fit for. This is the audience you should double-down on — it’s where your most likely customers are.

Lots of people respond to this question with “me” and describe themselves, which is totally fine. The real value comes from the description of their market segment in their own words.

“What is the main benefit you receive from XYZ?”

This question gets at the “why?”: Why do people  appreciate your product. This will help you segment your user base, and has the nifty side-effect of having your audience write marketing copy for you. Pay close attention to the words they use to describe your product, and try speaking your audience’s own language in your communications

“How can we improve XYZ for you?”

This question allows you to find out what holds users back from loving your product. What’s missing? What do we need to add to delight our customers?

Analyzing the responses to these follow-up questions will help you segment your user base, identify the people most likely to become delighted users, and also will give you some inspiration for reaching out to them.  

But before you can analyze, you need responses. Let’s set up the survey with Crowdsignal.

Building the survey and collecting data 

Let’s walk through the processes of creating the survey, getting it in front of your audience, and gathering the responses.

Setting up your survey

Step 1

Go to crowdsignal.com and sign up for an account (free is fine!). 

Step 2

Create a new survey and choose the “Single Question per Page” mode — it’ll show respondents one question at a time, which is useful for this kind of survey.

Step 3

Add the four questions using the Multiple Choice and Free Text questions. Set the first question — which is key for determining your PMF score — as mandatory. Here are the questions and answers again — feel free to cut and paste:

Question 1 (Multiple choice):

“How would you feel if you could no longer use XYZ”

– Very disappointed
– Somewhat disappointed
– Not disappointed

Question 2 (Open text field – multi-line):

“What type of people do you think would most benefit from XYZ?”

Question 3 (Open text field – multi-line):

“What is the main benefit you receive from XYZ?”

Question 4 (Open text field – multi-line):

“How can we improve XYZ for you?”

Step 4

Now, let’s style the survey a little: Head to the “Styling” tab, where you can choose between some basic survey layouts for your survey, or customize it with your own CSS. (The Plain White theme is never a bad place to start.) 

Here is how the survey could look like:

Sharing the survey

This is the moment to decide how to share your survey and who to share it with. It’s critical that you collect responses from people who’ve had the chance to use your product for a while. 

The “Sharing” tab includes several options for getting your survey in front of people. For this survey, we recommend email. Email gives you much more control over who is answering your survey. You can define a cohort e.g. purchasers that all registered during a certain timeframe or are from a certain country, or people were referred to you by a specific marketing channel. This helps a lot to keep your data collection more consistent.

Collecting your data

The moment you share your survey, results can start coming in.

If you like you can choose to enable email notifications whenever a survey is completed.

To make it simpler to share and sort your results,  connect your survey to a Google Sheet — you’ll be able to use all the sorting and filtering power of Google.

To set this up, go to the “Results” tab and choose “Connect.” In the pop-up window, choose “Connect Google Sheet.”

Authorize your account, and wait for a moment until the link to your Google Sheets file appears.

It’s almost time to analyze — once you have enough data. Superhuman worked with 100-200 responses, but small businesses can get valuable results with around 40 responses.

Analyze

To understand the analysis process, let’s use some dummy data from hypothetical service we’ll call: RentaBike.

1) Calculate your PMF Score

The RentaBike team reached out via email to 500 users that at least rented twice a bike in the last two month and got 50 responses.

Here are their PMF score results based on the first question:

– Very disappointed: 10 users (20%)
– Somewhat disappointed 14 users (28%)
– Not disappointed 26 users (52%)

PMF Score: 20%. This is RentaBike’s baseline. 

Please note: In order to have a PMF score that is comparable to future iterations, you will need to collect these results in a consistent way. You’ll need to share the survey in the same way with a cohort of similar users and ask people after the same amount of product usage. 

2) Narrow down the market

Your PMF score might be lower than you hoped, but there’s a step for improving it before you consider changing your product. Remember:  Product-market Fit optimization is not only about iterating your product, but also about finding the right market. Can narrowing down their market optimize Rentabike’s PMF Score?

Let’s take a look at the answers to the first follow up question: 

“What type of people do you think would most benefit from XYZ?”

Looking at all the answers will give us an overview of expected — and maybe some unexpected — user segments. RentaBike clusters their 50 respondents into a few market segments based on their answers:

• Students
• Tourists
• Climate Activists
• Athletes

Now let’s take a look at the most loyal customers (the very disappointed ones). What if RentaBike focused mainly on the market segments where their product already seems to resonate? If we limit the PMF analysis to only these people, does the PMF Score change?

Let’s explore this visually. The shape of each element in the graphic represents the answers to the first question (PMF Score): 

Squares are very disappointed, circles are somewhat disappointed, and triangles are not disappointed.

The patterns represent the four market segments.

This makes it easy to see that the  “very disappointed” group is made up of just two market segments: Tourists (solid fill) and Students (horizontal stripes).

Filtering by the Tourist segment seems like a good strategy for RentaBike. Let’s see if their PMF Score changes if we only look at Tourists:

The PMF score for this market goes up from 20% to 25.7%. 

What does this tell us? It’s a hint that there’s a niche market where RentaBike could be more competitive. By tailoring the communications and product features set to the Tourist market, RentaBike can increase its marketing efficiency and, ideally, grow revenue.

Is this market big enough for the product to grow in this stage of the company? That’s another question. For an early startup narrowing down the market is in most cases a good strategy. 

3) Segment loyal Customers and identify your product’s core benefits

With its adapted market definition — Tourists — RentaBike can analyze it’s existing core user-base, users are already pretty happy with the product. Let’s take the “Very disappointed” group and look at their answers for Question 2:

“What is the main benefit you receive from XYZ?”

RentaBike summarizes and clusters these answers to identify main topics and trends, which are:

“Great looking bikes”
“Easy account onboarding”
“Fair pricing”
“Rent stations easy accessible downtown”

These are the benefits that are valuable to their loyal users. Can they attract new customers with similar needs?

4) Segment Users with the most likelihood of becoming loyal customers

To grow its group of loyal customers, RentaBike needs to find the people most likely to convert.  The “somewhat disappointed” group is a great stand-in, but it’s still a group with a broad set of needs.

Segmenting this group further could identify users that might be a great natural fit to the core user base. As they did in the last step, RentaBike identifies the things that this user group appreciates in the product and looks at the differences between the “very disappointed” and “somewhat disappointed” customers.

Trying to visualize this again: The shapes represent the “very” (squares) and “somewhat” disappointed (circles) groups, and the colors are the four benefits people identified:

The RentABike benefits most often mentioned by loyal customers are “Great looking bikes” (purple) and “Easy account onboarding” (blue).

It turns out the “Somewhat disappointed” group also has customers who mention these benefits (the purple and blue circles). 

These are people that already appreciate some of the benefits of the product for the same reasons that the loyal customer group does. They seem to be the next best segment to target.

This is the point to get excited and worth all the work we did so far: We finally know whom to address next. 

These people are not yet fully delighted, which brings us to the last step.

5) Identify what’s holding them back

Time to look at this group’s answers to Question 4: 

“How can we improve XYZ for you?”

Are some issues mentioned several times? Can you address some of these things in your product? RentABike’s most mentioned answers are:

“Bikes for kids”
“Payment without credit card”
“More flexible bike drop off”
“Full day rate, not only pricing per-minute”

These suggestions are Rentabike’s best shot to convert this user group to loyal customers.

Identify actionable tasks and prioritise

Not every issue can be solved or is worth solving, so now it’s up to the business to prioritize its next steps.

For RentaBike things like “Bikes for kids” or “More flexible bike drop off” might be too resource-intensive or logistically difficult, while “Payment without credit card” or “Full day rate” are changes that are fairly easy to implement and can have a significant impact. RentaBike might also decide to shift their marketing budget to advertise more in tourist-focused publications. Whatever your criteria are for roadmap prioritization, make your list and then get started iterating on your product, your communications, and your market segments.

What happens when you finish making these changes? Time for another round of PMF analysis. Time to reach out again to a new cohort of users. Try to keep the process of collecting your data as similar as possible to your previous round. Keep the same channel for reaching out to users and address users with the same level of product experience. Your new PMF Score will give you feedback on your progress, and you can start again analysing your data and segmenting your customers.

Round by round you should get closer to finally find this nebulous place of “your product is working”.