Demo Case Study: This is a fictional example created to demonstrate Mapster's in-product feedback methodology. The company, data, and insights are illustrative examples showing how targeted feedback surveys work in practice.
Demo Case Study
How Stackwise Reduced Churn by 43% and Increased Conversions by 38% with In-Product Feedback
A demo case study on using targeted feedback surveys at key moments in the customer journey to understand user behavior, reduce friction, and drive growth
Stackwise
Developer Collaboration Platform
Company Overview
About Stackwise
- âDeveloper collaboration platform for remote teams
- âFounded in 2021, Series A funded
- â8,500+ teams across 40+ countries
- â$12M ARR before feedback implementation
The Challenge
- âHigh churn rate (9.8% monthly)
- âLow trial-to-paid conversion (18%)
- âPoor feature adoption of collaboration tools
- âNo systematic way to understand user friction
The Problem: Flying Blind
Stackwise had all the quantitative data but none of the qualitative context
What They Knew (From Analytics)
- đ82% of trial users never invited a teammate
- đUsers churned after an average of 4.2 months
- đOnly 23% of users enabled real-time collaboration features
What They Didn't Know (The Why)
- âWhy weren't users inviting teammates?
- âWhat made users decide to cancel?
- âWhich features did users actually want?
- âWhere were users getting stuck during onboarding?
"We were making product decisions based on gut feeling and hoping for the best. We knew the numbers were bad, but we had no idea how to fix them."
â Alan Walker, Head of Product at Stackwise
The Solution: Strategic In-Product Feedback
Stackwise implemented targeted feedback surveys at critical moments in the customer journey
Exit Surveys
Triggered when users attempted to cancel subscription
Key Questions:
- âĸ Why are you canceling?
- âĸ What could we improve?
- âĸ What feature were you hoping for?
Onboarding Friction Surveys
Shown to trial users after 3 days of signup
Key Questions:
- âĸ Have you invited teammates yet?
- âĸ If not, what's stopping you?
- âĸ Is anything confusing or unclear?
Feature Validation Surveys
Shown to active users monthly
Key Questions:
- âĸ What features do you use most?
- âĸ What's missing from our product?
- âĸ How can we better serve your team?
NPS & Testimonial Collection
Triggered after successful collaboration session
Key Questions:
- âĸ How likely to recommend us?
- âĸ What do you love most?
- âĸ Can we share your feedback?
Key Insights from Feedback Surveys
Invitation Flow Was Broken
From onboarding friction surveys: 73% of users couldn't find the "Invite Team" button â it was buried in settings instead of prominently displayed.
Action Taken: Moved invite button to top navigation and added onboarding prompt
Result: Team invitations increased by 340%
Users Churned Due to Missing Integrations
From exit surveys: 62% of churned users cited "lack of Slack integration" as a primary reason for canceling.
Action Taken: Prioritized Slack & Discord integrations over planned features
Result: Churn reduced by 43% after integration launch
Pricing Was Confusing Trial Users
From trial friction surveys: 58% of users didn't understand the pricing tiers and what features were included in each plan.
Action Taken: Redesigned pricing page with clearer feature comparison
Result: Trial-to-paid conversion increased by 38%
Real-Time Features Were Misunderstood
From feature validation surveys: Users thought real-time collaboration required video calls â they didn't realize it was text-based and async-friendly.
Action Taken: Added educational tooltips and demo video in-app
Result: Feature adoption increased by 2.8x
None of these insights would have been discovered through analytics alone. In-product feedback gave Stackwise the "why" behind the numbers.
The Results: 12 Months After Implementation
Churn Rate
đ¯Trial Conversion
đ°Feature Adoption
đNet Promoter Score
â340%
Increase in team invitations
$18.9M
ARR (from $12M)
8.2x
LTV/CAC ratio
What Stackwise Learned
"Before Mapster, we were guessing. Now we know exactly why users churn, where they get stuck, and what features they actually want. It's like having a direct line to our users' thoughts."
Alan Walker
Head of Product, Stackwise
"The ROI was immediate. Within 2 weeks of launching exit surveys, we identified the #1 reason for churn and fixed it. That single change saved us hundreds of customers."
Marcus Rodriguez
CEO & Co-Founder, Stackwise
Key Takeaways
Ask at the Right Moment
Stackwise didn't spam users with surveys. They asked contextual questions at critical moments â during cancellation, after onboarding, post-collaboration.
Act on the Feedback
Collecting feedback is worthless without action. Stackwise prioritized fixes based on frequency of complaints and implemented changes within weeks.
Segment Your Responses
Not all feedback is equal. Stackwise segmented responses by user type, plan tier, and tenure to understand which issues impacted which segments most.
Make It Easy to Respond
Short, non-intrusive surveys with optional open-ended questions led to 10x higher completion rates than traditional email surveys.
How to Replicate This Success
Start with Exit Surveys
The fastest way to reduce churn is to understand why people leave. Set up a simple 2-question exit survey triggered on cancellation attempts.
Add Onboarding Friction Detection
After 3-5 days of signup, ask trial users if they're stuck on anything. This catches friction points before users churn.
Validate Features Before Building
Survey active users about what features they want most. This prevents building things nobody asked for.
Track NPS and Collect Testimonials
After positive user actions (successful collaboration, upgrade, etc.), ask for NPS score and testimonials. Use these for marketing.
Feedback Surveys that drive SaaS Growth
- 1Survey Platform specially designed for SaaS Products.
- 2Analytics tell you WHAT users do. Customer feedback surveys reveal WHY they do it.
- 3Get Insights. See patterns, User Segments, and actionable insights within 48 hours. Make better decisions.
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