Getting useful feedback from customers is tough. Sifting through survey responses is even tougher, especially if you’re trying to find insights that actually help make your product better—not just fill a slide deck. If you’re using Ortto, this guide will walk you through setting up, managing, and analyzing customer feedback surveys in a way that’s practical and doesn’t waste your time. This is for product managers, founders, or anyone in charge of acting on feedback—not just collecting it.
Step 1: Decide What You Want to Learn
Don’t just ask customers how “satisfied” they are. Before you open Ortto, get crystal clear on what you want to know. Vague goals lead to vague surveys, which lead to useless data.
Some focused survey goals: - Figure out why users drop off after onboarding - Test if a new feature actually solves a problem - Find out what’s stopping people from upgrading
Pro tip: If you can’t imagine changing your roadmap based on the answer, don’t ask the question.
Step 2: Build a Survey in Ortto That Gets Real Answers
Ortto has survey features, but like any tool, it’s only as good as the questions you ask.
How to create a useful survey in Ortto:
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Go to Journeys or Campaigns
Ortto lets you trigger surveys via email, pop-ups, or in-app messages. Pick the format that fits your audience. In-app is great for active users; email can reach those who’ve churned. -
Use Short, Direct Questions
Skip the 10-question monster surveys. You’ll get more (and better) responses with 1–3 targeted questions. -
Good: “What almost stopped you from signing up?”
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Bad: “Please rate your satisfaction from 1–10.”
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Mix Qualitative and Quantitative
Multiple choice is easy to analyze, but open text gives you the gold. Use both, but keep it short. -
Test the Survey Yourself
Send it to your own inbox or test account. Fix anything confusing or buggy before you go live.
Step 3: Target the Right People at the Right Time
Blasting every user with every survey is a fast way to get ignored or annoy your best customers.
Targeting tips in Ortto:
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Segment by recent activity:
Only ask for feedback after someone completes a key action (like using a new feature or finishing onboarding). -
Exclude frequent responders:
Don’t keep pestering people who’ve already given feedback. -
Timing matters:
For in-app surveys, catch people right after they’ve done something relevant—not when they’re logging in to accomplish something else. -
Randomize if needed:
If you have a big user base, survey a random sample to avoid bias and survey fatigue.
Ortto’s practical features: - Use “Audience” segments to filter who gets the survey. - Set triggers based on events, not just time.
Step 4: Set Up Survey Collection and Automate the Workflow
Ortto lets you automate survey sends and reminders, which saves time but can also create a mess if you’re not careful.
Tips for setting it up:
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Use clear naming conventions:
Name your campaigns and surveys something you’ll understand a month from now. “Q2 Churn Survey” beats “Customer Feedback 7.” -
Automate reminders sparingly:
One polite nudge is fine. More than that feels spammy. -
Test the experience:
Go through the workflow as a user. See what it feels like to get the survey and reminder. If you’d find it annoying, so will they.
Step 5: Analyze Survey Results in Ortto (Without Drowning in Data)
Ortto gives you dashboards and export options, but it won’t magically find insights for you. Here’s how to actually use the data:
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Start with the basics:
Look at response rates. If hardly anyone answers, rethink your timing or questions. -
Quantitative first:
For multiple choice or NPS, check for trends. Are people rating a feature low? Is the same complaint popping up? -
Go deep on qualitative:
Read through open-text responses. Tag or label comments by theme (“pricing,” “bugs,” “onboarding confusion”). Ortto doesn’t have fancy AI tagging, so you’ll need to do some manual work. -
Export as needed:
If Ortto’s dashboards are too limited, export the data to CSV and use Google Sheets or a real analysis tool. Don’t be afraid to get your hands dirty.
What to ignore:
- Vanity metrics. Don’t obsess over NPS scores if you’re not going to act on the feedback behind them.
- Responses from people outside your target segment—they’ll just muddy the water.
Step 6: Turn Feedback Into Action
Collecting feedback is pointless if it doesn’t lead to changes. Here’s how to close the loop:
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Share findings, not just data:
Summarize the top 2–3 actionable insights and bring them to your product team. Quote customers directly—real words beat charts. -
Prioritize ruthlessly:
Not all feedback is equal. Focus on common, high-impact issues. Ignore one-off requests unless they align with your vision. -
Tell users what you did:
If you make a change based on feedback, let customers know. It builds trust and gets you better feedback next time.
Honest Pros, Cons, and Pitfalls of Using Ortto for Surveys
What works well: - Integrates with customer journeys and segments, so you can target surveys intelligently. - Handles multi-channel surveys (email, in-app, pop-up) without much hassle. - Basic analytics and exports are built-in.
Shortcomings and annoyances: - Open-text analysis is manual—you’ll be doing a lot of copy-pasting if you want deeper insights. - Survey customization is somewhat basic. Don’t expect SurveyMonkey-level branching or logic. - If you have a small sample size, it’s easy to overreact to outlier feedback.
Stuff to skip: - Don’t use Ortto just to ask “How likely are you to recommend us?” unless you have a plan for what you’ll do with the answers. - Avoid sending the same survey to every customer—segmentation is your friend.
Keep It Simple and Iterate
Don’t overcomplicate things. Start with a focused survey, send it to the right people, and actually read what they say. If the results are confusing, change your questions or timing and try again.
Collecting feedback should make your product better—not just add more work. Use Ortto to automate the boring parts, but keep your brain in the loop for the rest. Iterate, improve, and skip anything that doesn’t help you build something your customers actually want.