With survey software readily available to businesses and individuals, surveys have become a great resource for market research and customer feedback. If executed correctly, surveys provide valuable insights that help create positive change. If poorly crafted, surveys leave you with nothing but unanswered questions, literally. Here are eight tips to get the most out of your next survey.
1. Provide incentive.
This doesn’t always mean a $500 gift card giveaway. Explain to your responders why taking this survey will benefit them. How are you going to use these results? A new product, an updated business model or an improved customer experience are all things that might affect the responder in the future. Let them know.
2. Start with an easy question.
According to Survey Monkey, “Surveys that open with a simple, multiple choice question had an 89% completion rate on average,” as opposed to an 83% completion rate for those that begin with an open-ended question.
3. Use matrix questions sparingly.
Yes, these can provide additional insight but they can also look daunting. Save these questions for when you need them most.
4. Don’t use jargon.
This can create confusion and makes the survey difficult. People are taking a break from other business to complete your survey; they don’t want to be challenged.
5. Include a progress bar.
This lets people know how close they are to the end. Responders are more likely to stick it out if they know there are just a few questions left.
6. Only ask what you really need.
Don’t include questions that aren’t crucial to your research. Those last few questions could make the difference between a completed survey and one that goes unfinished.
7. Make sure to test your survey.
Most survey software allows you to generate a test URL to keep results from being skewed. Testing is important to ensure that questions have been written clearly and skip logics are working. Make sure to test on mobile devices too. A user-friendly experience is always important when asking people to take your survey.
8. Follow up.
People don’t want to feel that their time has been wasted. Let them know what actions are being driven by the results of the survey. Even if no actions are being taken at this time, explain to them why. This will help build loyalty with the responders and will make them more willing to take another one of your surveys in the future.