Sales Funnel Optimization

with Hiten Shah

Love what you’re seeing?

This is just a small sample! There are hundreds
of videos, in-depth courses, and content to
grow a startup fast. Let us show you!

Now Playing

Question Design

What questions do you need to ask?

Hiten Shah

Co-Founder of KISSmetrics & CrazyEgg, Sales & Growth Expert

Lessons Learned

Ask questions that do not bias survey respondents.

Your survey questions should not carry too much cognitive load nor be overly obvious.

Design survey questions that translate to actionable answers.


Lesson: Sales Funnel Optimization with Hiten Shah

Step #5 Question Design: What questions do you need to ask?

Learn how to ask questions that don't bias the person who you're surveying. That's probably one of the most important things. The way I would do that would be if you come up with a survey question, read it and see what goes through your head when you read it, because that's probably what's going to go through the person that's trying to answer the question.

Do they have to think too much to answer the question? Think meaning are you using big words? Also do they have to think too little? Meaning is it an obvious answer, because you don't want to ask them anything that has an obvious answer.

I would say that it's just more tuning how you ask the question in a way that someone will not be biased when you ask the question and also you'll be getting important information.

Again, just like with a metric, if you can't take action or make a decision based on the answers to that question, you probably shouldn't be asking it. The best way to do this would be when you survey, think about who you're surveying, what you want to learn from them, and write questions related to that and then only ask a quarter of those questions. The way you do that is by really thinking about the questions and thinking about whether you will learn something and you will make a decision from those questions and only ask the absolutely necessary ones.

Copyright © 2023 LLC. All rights reserved.