Microsurveys: When and How to Use Them Properly
No one likes filling out long surveys that seem to have random questions with no clear goal. While every survey should be designed to be quick and coherent, microsurveys do more than that. They are surveys in a nutshell.
And thanks to their nature, they have a huge advantage over longer surveys: they get higher response rates. So, how do you make one to get that juicy data?
Let’s take a deep dive into what microsurveys are and how to implement them for best feedback.
What is a Microsurvey?
As the name suggests, a microsurvey is a very small survey. It usually contains only a few questions and should take no more than a few minutes to complete.
Microsurveys are specific. They should only evaluate a single issue with as few open-ended questions as possible.
That's why these surveys are often displayed in-app. At the same time, they can have many different use cases. The most popular are
- customer satisfaction,
- feature requests,
- competitor research,
- personalization, and
- churn feedback.
Let’s have a look at each in detail.
Customer Satisfaction Microsurveys
The most popular customer satisfaction surveys include:
- Net Promoter Score (NPS)
- Customer Satisfaction Score (CSAT)
- Customer Effort Score (CES)
- Product-Market Fit (PMF)
The Net Promoter Score gives you a bird’s eye view of your customers’ loyalty. If a respondent would consider recommending you to a friend or family, they are unlikely to be easily swayed by a competitor.
The Customer Satisfaction Score lets you know how good a particular interaction a customer had with your brand. This could be a purchase, resolved ticket, or testing a new feature. This kind of survey should be triggered by that particular event.
Your Customer Effort Score gives insight into how easy or difficult performing certain tasks is for your customer. This is also a great way to evaluate your customer service.
A Product Market Fit survey gives you information about how you should tweak your product to better satisfy the market's needs. It also lets you know what you are doing right.
A Saas product needs to be evolving. It is never truly finished, and customers expect you to keep adding new features and functionalities.
The only way to do it well is by asking for in-app feedback from customers who are actually engaged with your product.
You can also ask respondents to let you know what features or functionalities they feel are missing. The best product team won’t be as creative here as people who use your product or service daily.
A short feature microsurvey can help you make product decisions backed by actionable data.
Information Collection Microsurveys
Case studies, reviews, and testimonials are a great addition to a successful marketing strategy. Especially online, where you can’t touch or pick up what you’re buying, the research includes reading about what other customers have to say.
Microsurveys are a great way to gather data from your existing customers that you can use to acquire new ones. This is the kind of intel you can’t get by simply observing your customers' behavior.
Create a microsurvey and ask your customers questions like
- Which features do you enjoy most?
- Which integrations do you appreciate most?
- How much did your revenue grow when you began using our product?
Competitor Analysis Microsurveys
Answers to questions like
- Why did you choose us over competitors?
- Are you considering switching to a competitor?
- What made you switch to our product instead of a competitor?
Are great ways of finding your unique selling proposition and biggest advantages. Use a competitor analysis microsurvey to gain insights you’ll use in your next marketing campaign.
Use Case or Persona Microsurveys
A use case or persona microsurvey can help you gather data on who is using your product and why. These can appear on a welcome screen or during signup.
Ask a few questions about your customer’s role in their company, their goals, where they found you, and so on. This precious demographic data will be key for your marketing and development team.
You can check a great persona microsurvey out by simply signing up for Survicate!
Churn Microsurveys (aka Exit Microsurveys)
Churn microsurveys can come in handy in two situations.
First, when a potential customer leaves your website without purchasing or signing up. You can catch those by, for example, tracking their mouse position after visiting the pricing page.
When to Run a Microsurvey
As mentioned above, microsurveys should be specifically targeted. They are best displayed in-app for maximum context.
Use them to gather information at important touchpoints in the customer journey. Survicate offers many ready-to-send templates, like
Look through our templates to find the one you need or create a survey from scratch.
How to Build a Great Microsurvey
They were all designed to be quick and simple and won’t disrupt your customers’ workflow. What’s more, they are ready to use, so there is minimal effort required on your side.
If, however, you feel your goal is more specific, you can customize them or create one from scratch. As a quick summary, let’s go through some best practices for creating microsurveys.
Keep it Focused
Never introduce two different topics in a microsurvey. It should be focused on one aspect, one piece of information you are looking for. It makes more sense to run two separate microsurveys than one that lacks focus.
Keep it Targeted
As mentioned above, microsurveys make sense when they are highly targeted. Do not send them to your entire customer base at a random time.
For example, if you released a new feature, the microsurvey should be triggered by a use case. It wouldn’t make sense to seek insights from customers who haven’t tried it or have no use for it.
Keep microsurveys targeted by triggering them by events. You can make them even more personalized by introducing other language versions. Translating your survey to multiple languages at once can help you get more responses.
Keep it On-Brand
Since the microsurvey will be showing up on your website or in your app (as opposed to, for example, an email) it needs to stand out. Make sure you configure the look (child’s play with Survicate) to fit your company image for consistency.
Inserting your brand colors and logo will help customers distinguish the pop-up survey from ads, chat bubbles, or cookie banners.
Keep it Simple
Make sure the copy is clear to your users and generally easy to understand. Since the survey should take no more than a few minutes to complete, it should be written in plain English (or your target language) without technical jargon or unnecessary abbreviations.
Keep it Integrated
Integrate your microsurvey with website optimization tools like Mixpanel, Amplitude, FullStory, Segment, and more. This will help you streamline and automate the process of distributing surveys and gathering feedback.
Analyze the Data and Close the Feedback Loop
Microsurveys give you a constant stream of feedback. The data will be very actionable, as it is easy to draw conclusions from data sets that are so focused.
Pros and Cons of Microsurveys
Thanks to a high rate of responses from in-app microsurveys, they allow you to collect more data. The feedback is also accurate and highly specific to context - you won’t get a lot of “doesn’t apply” or “not applicable” answers if you target the users correctly.
Feedback is also highly actionable, as users fill surveys out when the experience is fresh in their minds. You can customize surveys and make them look exactly like your brand.
They work best in-app, and with Survicate, they are very simple to set up. All you need to do is copy and paste a code once. You don't need developers to create in-product surveys. You can consult with our CS team if you have any trouble.
On the other hand, if you want to explore multiple issues, you will have to run separate microsurveys and target them accordingly.
Microsurveys are a great solution if you need answers to quick-fire questions. Take advantage of the high response rate they bring, but don’t confuse your customers by mixing topics.
You can use Survicate templates to create optimal survey campaigns. And, if you need a little customization, you can do that right within our dashboard.