What are the keys to make your survey the best it can be?
Here is the 2nd part to Obsurvey’s 10 hacks to take your survey from good…to amazing! If you missed the 1st part, you can read it here!
6. Whilst most of your energy should be used in the questions you ask, an often underestimated aspect of your survey is it’s visual impact on the respondent.
Make your survey look inviting and eye catching to the user. Take advantage of survey customization by adding logos, branding colors or relevant images.
Using a variety of question types (free-field, multiple choice-questions, rating scales) keeps the respondents attention. They will be more likely to think about their answers more fully rather than resorting to “automated answering mode”.
Configure each question intuitively and apply a logical order to your questions. You want there to be continuity in your questions. If you need to ask a variety of topic questions, consider sub-sections, headers or separate surveys per topic.
7. Testing is a massive part of marketing and your surveys should be treated no differently if you want maximum results.
Don’t just send out one survey to everyone and expect it to be the best. You need to test it!
Create a split test for your survey. Compile two versions of your survey and internally label them as survey A and survey B. Then send 50% of your contacts survey A and the other 50% survey B. Then track the responses you get.
For example, survey A could offer a reward for taking part, whilst survey B doesn’t; survey A is colorful, survey B is simple; survey A is longer than survey B; survey A is distributed via your website pop up, survey B is emailed directly to members…and so forth
Then track the responses you get from each survey. So, if you discover that you get better response rates by sending out your surveys on Wednesday morning than on Friday evening, start sending out the Friday evening survey on Wednesday morning.
Also, consider pre-testing your survey to 20 people and ask for their feedback on your survey. Rather than asking them about the answers to the questions themselves ask them what were they didn’t understand in the survey, or what they did/didn’t like about the survey? Did they take a point of view not covered in your answers or question?
Similarly, if a survey question provided no valuable insight, don’t ask that question again.
8. A way to ensure higher response rates, you can offer rewards or incentives to complete your survey if appropriate. People like the idea of getting something for their time and incentives have been known to reliably boost response rates by up to 50%.
Make your incentives relevant to your survey to avoid “fake submissions” from people looking to get the reward rather than focusing on the survey. If you are asking about a service your are providing, consider offering a 7-day trial of the new and improved version that you are basing on these survey answers.
If respondents get the chance to use the service being asked about, they will then take more care over their answers.
POST SURVEY DISTRIBUTION
9. Consider your sample size – your sample size can often make or break your survey results. Generally, the larger your sample size, the better and more accurate your result analysis will be. Your sample size depends on the type of survey you are conducting, who your target audience is and your desired margin of error.
For example, if you are conducting a small survey, at least 100 people would be a good number of responses. If your sample size is too small, you are at a higher risk of inaccurate data analysis.
10. So you established your target audience, your targeting survey was completed and now you have sent out your tried and tested survey. Now what? Do you sit back and wait for the data to come rolling in?
Well, you can just wait, but this is where you get to boost your response rate even higher. Like we said before, the larger your sample size, the better and more accurate your result analysis will be.
Don’t be shy to chase responses and follow up on your survey. By sending out reminders to those who haven’t previously responded, you can often significantly increase your response rates.
If you have used an autoresponder to email your survey to others, there are often features you can used to automatically send follow up emails to those who have not yet opened your email. Or you can chase up those who have clicked on your survey link, but not yet filled it in.
And there you have it!
By taking care in how you write your questions, who you send them to, how you construct your survey and where send out your surveys and how you follow up on them, you increase your chances of high response rates and reliable, accurate results.