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Satabdi

Ed #7: Suvey Questions Tailored to 7 Industries

Published 5 months ago • 2 min read
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Hello Reader,

This is my final survey-related newsletter.

I'll share survey questions tweaked by industry, and show you how to use the responses to understand and communicate pain points, desires, and motivations in your content/copy.

If you're pressed for time, here's a quick refresher:

If you're E-commerce: Start with one question on order confirmation page: "What made you choose this product today?"
If you're SaaS: Email users on day 3: "What problem were you trying to solve when you signed up?"
If you're B2B Services: Send after booking: "What was happening in your business that made you reach out?"
If you're a Subscription Service: Survey after first delivery: "What were you hoping this subscription would do for you?"
If you're into Education/Courses: Survey immediately after purchase: "What made today the day you decided to enroll?"

Start with ONE question. Get 20-30 responses. Find patterns.

Use that language in your next marketing asset. Then add more questions.

1. E-commerce and D2C

  • Trigger question - "What made you decide to buy this today?"
  • Expectation question - "What problem were you hoping this would solve?"
  • Obstacle question - "What almost made you choose a different product?"
  • Alternative question - "If we didn't exist, where would you have bought this?"

Examples of responses:

2. SaaS

  • Trigger question - "What problem were you trying to solve when you signed up?"
  • Expectation question - "What would make this worth paying for?" (free trial users, day 7)
  • Obstacle question - "What's keeping you from inviting your team?" (solo users after 2 weeks)
  • Transformation question - "What's different about your [workflow/process] now compared to before [product]? (after 60 days of active use)

Examples of responses:

3. B2B Services (Consulting, Agencies, Professional Services)

  • Trigger question - "What was happening in your business that made you book this call?" (in booking confirmation)
  • Expectation question - "What would success look like at the end of this project?" (discovery call follow-up)
  • Obstacle question - "What almost stopped you from hiring an agency for this?" (after contract signing)
  • Alternative question - "If you hadn't hired us, what would you have done instead?" (mid-project check-in)

Examples of responses:

4. Subscription Boxes/Membership Services

  • Expectation question - "What were you hoping this subscription would do for you?" (after first delivery)
  • Transformation question - "What's easier now that you have this subscription?" (month 3)
  • Obstacle question - "What almost made you not subscribe?" (after signup)
  • Alternative question - "What would make you cancel?" (churn prevention)

Examples of responses:

5. Education/Online Courses/Coaching

  • Trigger question - "What made today the day you decided to buy this?"
  • Expectation question - "What would success look like for you at the end of this course?" (welcome email)
  • Obstacle question - "What almost stopped you from enrolling?"
  • Transformation question - "What can you do now that you couldn't do before this course?" (post-completion)

Examples of responses:

6. Healthcare/Medical Services

  • Trigger question - "What made you schedule this appointment?"
  • Expectation question - "What did you want help with?"
  • Obstacle question - "How long did you put off booking this appointment?"
  • Transformation question - "How do you feel compared to XX months ago?" (30-60 days after treatment)

Examples of responses:

7. Financial Services

  • Trigger question: "What made you call?"
  • Expectation question: "What are you hoping for?"
  • Obstacle question: "How long did you think about this before calling?"
  • Transformation question: "How do you feel about money now?"

Examples of responses:​
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I hope this has helped.

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In the next edition, I'll talk about the use of "weasel words" in B2B writing and how it weakens your message.

I'm taking a break for the rest of December, and you will hear from me next in early January.
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Here's wishing you a happy and prosperous new year!

Stay sharp, stay smart. :)
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All my best,

Satabdi

Satabdi

Content Marketer

I share tips on writing better B2B copy. Subscribe to my newsletter.

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