You need more insights –which means, more feedback. Using online surveys is one of the fastest and most effective methods to collect feedback, both from your current and future customers. That’s the beauty of it!
But there are also a few issues you have to keep in mind while conducting surveys to make sure you’re not setting yourself up for failure. One of them is ensuring you get a satisfactory survey completion rate.
The lower your completion rate, the smaller your survey sample, which – in turn – will impact your data’s validity.
In the following report, you’ll find out the factors that impact survey completion rates. We’re going to show you not only the statistics for completed surveys (that is, where respondents completed the entire survey and hit “submit” at the last step) but also those from abandoned surveys.
It will give you a truly comprehensive perspective of which question the survey completion rate starts to drop
What data did we consider?
The following report is based on data collected between September 21, 2018, and January 21, 2019. We’ve analyzed 267,564 responses from surveys conducted by our customers using Survicate.
It contains findings from multiple survey types including email surveys, mobile surveys, targeted web surveys, link surveys, NPS and CSAT. Data is not limited to any specific sector.
Survey terminology explained
Completion rate – the number of questions answered divided by the total number of questions included in a survey
CSAT(Customer Satisfaction Survey) – measures how satisfied customers are with products or services delivered by a company
NPS (Net Promoter Score) – measures the overall customer experience and acts as an indicator or predictor of long term brand loyalty
TWS (Targeted Website Survey) – survey run on a website to collect feedback from web visitors
Mobile survey – a survey displayed on a mobile device
Email survey – a survey sent via email with the first question embedded in the email
Link survey – a survey shared via a link
Key findings analyzed
1. A notable drop in average completion rate with each additional question
It probably doesn’t come as a surprise that the number of questions asked has a direct impact on the survey completion rate.
In fact, the more questions your survey includes, the lower the average completion rate. Surveys which included between 1-3 questions had an average completion rate of 83.34%.
The average completion rate drops to 65.15% in surveys containing 4-8 questions. Questionnaires with 9-14 questions have a completion rate of 56.28%, while those with 15 questions and more have a completion rate of 41.94%.
Why is this the case? One of the reasons longer surveys have a lower completion rate might be due to survey fatigue. It occurs when a survey taker becomes tired or bored of answering questions.
Just like eating too much chocolate can make you sick, answering too many questions can make your customers sick! Another reason is timing. That’s right – timing is everything.
A survey which includes one or two questions can probably be completed in a minute or two. And it’s highly probable that your respondent will be able to find a couple of minutes to fill it in.
Longer surveys are a different story. Not only does your respondent have to be free to answer your questions – which means they actually have to plan when to complete your survey – but also be in the right mindset, as longer surveys require more effort.