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Typical response rate

Defining one typical response rate for all types of surveys is impossible as well as pointless. There are many factors, which determines the response rate. So to make matters clear at the beginning – response rate should not be treated as the most important indicator of the survey result.

Firstly, everything depends on how is your survey targeted. If you have a survey that is targeted at the entire website – a typical response might be between 5 -10 %.

Response rate example

The more focused the survey is, the higher should the response rate be. Typical response rates are higher if you have a widget that appears after a certain action, such as a “Thank you for purchasing our product” or “Registration process completed!”.

Surveys on such pages typically reach a response rate of 20% or even higher. The more engaged your visitors are, the more they are willing to give their valuable feedback to you.

Eight useful hints to improve your response rate

No matter what’s your targeted audience, there are many ways to improve your widgets to achieve a higher response rate. Let us walk you through the most important hints.

1. Start by asking one question only

Iteration is the key. Ask a question. Analyze. Ask another one. It’s always better to ask too few questions than too many. We have noticed that the longer it takes to fill out the survey, the lower the completion rates are.

2. First impression

Make sure your surveys are concise. Short questions and clear answers. The best practice is to ask only one question and provide clear answers.

Sample wrong question: Are you interested in our products and services? (yes/no)
Sample good question: What are you interested in? (products/services/both)

3. Speak the language of your visitors

Keeping the language simple and direct is very important. Talk to people on their level. Avoid grammatical mistakes and typos. You should target your survey precisely and make sure your respondents are familiar with the things you ask about.

4. Ask about one idea at a time

Remember – if you ask about multiple areas in the same question it will be hardly possible for your visitor to answer. What is more, it will be even harder for you to interpret their answers.

Sample wrong question:

Response rate improval - sample wrong question

5. Offer an incentive

An immediate reward for taking your survey may dramatically improve your response rate. It can be a coupon or a discount on your product or service. The point is to offer an incentive that your visitors will care about and want.

6. Motivate visitors

User has to find the motivation to fill your form and answer your questions. Don’t forget to tell the visitor at the beginning, that the aim of the survey is to improve your services or products.

7. Conduct a pilot test

Test your survey with a smaller group of people before conducting it on a larger scale. By doing so you will be able to identify issues that may exist with your survey. Doing a pilot test will also give you a general idea of what response rate you can expect from the actual survey.

8. Test, test and then.. test again

We have presented you with quick ways to improve your response rate. But optimization is the best way to achieve proper response rates. Try different types of questions. Keep statistics of conducted surveys to make sure your next survey will be better.

The best way to gauge the success of your surveys is to monitor the reports and watch for trends.


Daniel Korczyński

Technology enthusiast. Passionate about photography and film.