Insights Gathered:
Codecademy sent an in-product survey to users who signed up for a course 2 days after conversion. They wanted to target users while their motivation was still fresh in their minds, yet not too early in the product experience where they risked distracting them from activation. With open-ended questions, Codecademy was really able to drill into the fears, uncertainties, and doubts around what users are feeling at this critical journey. They sent tens of thousands of in-product surveys and generated over 1500 responses.
Actions:
Through open text responses they learned that users’ weren’t lacking confidence in Codeacademy’s content, instead they had concerns about their own ability to learn a new skill. They then took the open text responses and crafted new messages leveraging their users own words and phrasing.