Leveraging QuestionPro
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Going Beyond Surveys for Structured Data Collection
... Vivek Bhaskaran CEO and Co-Founder, Survey Analytics
Online Product Registration
Overview
If you are in the business of manufacturing a physical consumer product, you probably already know the huge benefits of having consumers register product with you. Online Product
Registration is not only cost-effective but also preferred by many connected consumers. QuestionPro offers three components that give you a comprehensive solution for Product Registration.
Online Survey for initial product registration Self-Service portal for personalized information Email Marketing tools for Cross-selling/Up-selling and post purchase follow-up.
Some of the key benefits are:
• Fully customizable product registration survey – You can even change the form after going live – like adding/removing questions to the survey – the system is designed to handle such changes
• Survey email addresses integrated with Panel Management for the self-service portal
• Analytical tools to monitor purchase satisfaction as well as issues coming up with the product itself – Trend Analysis.
• Integrated Email Marketing allows for rich HTML emails to be delivered for post purchase follow-up care as well as new product announcements. Integrated Micro-Targeting capabilities allow for highly personalized email content based on data collected via surveys/product registration.
Putting Theory to Practice
Here is a sample of a Product Registration Survey – You can use this as a starting point for your own registration form.
Setup the Registration Survey
To copy this template into your account:
Step 1: Login/Create a QuestionPro account
Step 2: Go to Login->Resources->Featured Templates->Product->Product Registration
Step 3: Click on “Copy Survey” and copy the template into your account
Step 4: Edit the template to add logos, customize/add questions.
Setup the Online Pane
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Go to Login->Online Survey (Top Right Corner)->Edit Survey->Edit Question with the Email Address”
In the Question Wizard, next to the “Email Address” field, in the “Panel” drop-down you’ll see the panel that you just created. Link this panel to the Email Address. Every time someone fills out the survey and enter their email address into the survey, they will be automatically added in as a panel member.
Publish Your Registration Survey and Go Live
Add a link to your registration survey from your current website and users can start filling in the survey. Data will be collected and automatically linked to the panel management system.
Sending Follow-up Emails/New Product Announcements etc.
As users keep taking the survey, you will see that your panel will be growing. At any time you can login to your account and view the current count of the panel members. To send out follow-up emails and marketing material, follow these steps:
Step 1: Login->Email Marketing (Top Right Corner/Drop Down)->Create New Campaign – Campaign linked to a Online Panel
Step 2: Edit the HTML email message – add graphics/logos etc. Customize the “From Name etc.”
Step 3: Click on “Send Campaign” and choose the online panel that is linked to the registration survey. The number within braces indicates the total number of verified panel members.
Step 4: Click on “Find Panel Members” and send your campaign out!
Viewing Open-Rates/Click Rates etc.
Every campaign you send can be uniquely tracked in terms of open-rates, bounces, unsubscribes and clicks. To view these statistics:
Issues to consider and limitations
Multiple product registration – When users register multiple products, they will have to take the entire product registration survey multiple times. This will lead to the same user having multiple entries in the panel although users may choose to use multiple email addresses. The Email Marketing scheduler has an automatic de-duplicator that eliminates duplicate email addresses before sending them. So, while the panel itself will have duplicate email addresses, when email campaigns are sent out, you will have the option of checking and eliminating duplicates. We also anticipate, in a future revision of QuestionPro, duplicates will automatically be handled by our Panel Management software.
