The Six-Week Reset: From Stalled Growth to Strategic Clarity at UserVoice
“We have been super impressed with the results. I loved that we walked away with both strategic and tactical insights. I have a framework to better understand our customers and how we add value, and I also have information that I can use to tackle OKRs right now.”
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When brand recognition didn’t translate into growth
UserVoice pioneered the dedicated product feedback management space. With a mature product, strong brand, and thousands of customers, they seemed set. But by early 2025, reliably acquiring net new customers had become a struggle. Conversion rates on the website were consistently lower than the industry average. The team wanted a way to improve traffic, lift conversion, and create more sales opportunities.
“We don’t know how to get the right message in front of the right person at the right time to win a new customer.”
Matt Young, CEO at UserVoice
Why rebuilding trust mattered more than features
To improve conversion and spark new leads, the first step was understanding how ideal customers actually think and make decisions. Human-led interviews with recent buyers revealed the deeper truth: the urgent reason people chose UserVoice was to rebuild customer trust.
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The Struggle: End users complained that feedback disappeared into a “black hole.” Customer-facing teams had no visibility into what happened with the feedback they passed along. That left customers frustrated and strained internal relationships.
The Buyer Shift: The champion buyer had changed. Seven out of ten of today’s buyers weren’t product managers at all—they were Product Ops. This role had quietly become the connective tissue between customer pain and product decisions.
The Goal: Buyers wanted a way to surface insights from feedback and then show customers what was happening. Status updates, visibility across teams, and transparency were all about one thing: rebuilding trust.
"The way the insights were organized by Jobs to be Done was incredibly useful. I also loved how everything was oriented around business value rather than just tasks. Most of our team is pretty senior and sophisticated, so this will be really helpful for them. The quality of the work was amazing, and having an outside, unbiased view was very helpful."
Matt Young, CEO at UserVoice
The moat: closing the loop on feedback
The most defensible advantage wasn’t more data analysis. It was closing the loop on feedback in a consistent, transparent way. Internal data analysis reinforced this: higher retention was correlated with trust-building actions inside the product, like posting statuses or commenting on ideas. It was also correlated with feature use that helped internal teams have more visibility and less chaos, like commenting internally and capturing feedback all in the same place. In fact, retention was 94% when just two of these features were used. When they used all four, retention was 100%. This wasn’t just a job-to-be-done. This was a moat.
The impact was immediate:
- Within a day, Matt (CEO) updated site metadata so LLMs could recognize UserVoice as helping product teams rebuild customer trust.
- Andrew (CRO) built a 16-week content calendar around that theme, giving the sales team clear, consistent language for every outbound and thought leadership piece.
"We’ve only just wrapped up working together, and this has already changed the way we think and talk about our product."
Matt Young, CEO at UserVoice
Cascading changes
That clarity spread fast:
- Homepage messaging was rewritten around value themes instead of generic use cases.
- Product pages shifted from feature lists to the real problems customers are solving.
- Pricing and packaging were rethought in terms of the customer’s journey to trust.
- The acquisition model itself was revisited, with experiments to lower friction and make UserVoice easier to adopt.
"This has been entirely worth the investment. I’m so, so pleased with the findings and the execution by the FTF team!"
Andrew Morton, CRO at UserVoice
The results
The foundational insights created immediate traction and coherence across the company. Early A/B testing on the homepage showed promising signals that the new content pillars convert better. The prioritized opportunities now provide a measurable path to achieving UserVoice’s goals: increasing website lead traffic, lifting conversion rates, and doubling the number of new sales opportunities.