Businesses and researchers utilize surveys all the time to understand their consumers and participants better.
Gathering customer feedback through surveys can further your goals, and today, it’s as easy as a few simple clicks.
Surveys are at the root of improving customer satisfaction and business development, but they’re most effective when there’s a wide pool of survey respondents. Keep reading to learn why that is and how to get people to take your survey. Time to increase your survey response rate!
How to Get People to Take Your Survey
To facilitate a high survey response rate, you’ll want to make sure you structure your survey for success. Here are 7 proven ways to get people to take a survey:
1. Explain the purpose of conducting the survey
How many times have you taken a survey and you have no idea why you’re taking it? And let’s face it, completing a survey takes time, so if you’re not sure what the purpose is, then you’re not likely to do it. If you want your survey respondents to take your survey, make sure you explain why they’re doing it.
For example, will it ultimately result in a better service for them? That helps provide an automatic incentive for them to take it and helps up your survey response rate.
2. Choose the right medium
In the day and age of smartphones, it’s tough to keep the survey respondent’s attention. Do your research on how your participants like to take a survey.
News flash: Not everyone loves emails or surveys within them. If you can make it a quick, text-based survey or another format sent directly to a phone, this might help up your survey response rate.
3. Don’t include too many questions
You know this feeling. It’s the feeling of starting a survey that you thought would be quick and it ends up having 3, 4, 5, 6…pages and counting. Finally, it gets so long that you click out of it. You didn’t sign up for a 10 pages survey with 10 questions on each page.
You’re happy to give feedback, but it needs to be reasonable.
According to Researchscape, the ideal length of a survey is under 20 minutes. Anything longer than that may prompt your survey respondent to lose focus or randomly chose answers in order to finish your survey, which will mess with your data.
4. Stick with closed-ended questions
While some of your survey questions might require open-ended questions, sticking with closed-ended questions requires much less thought your survey respondent’s part.
Instead of asking “Explain which part of the service you liked best,” say: “Did you like the service? Yes or no?”
If you’re curious as to which part, include a drop-down menu that can help jog your survey respondent’s memory and makes it easy for them to answer the questions in a few clicks.
Avoiding excessive amounts of writing is a simple way to ensure that more people are willing to answer your survey’s questions.
5. Use simple language
Taking a survey with complicated language is nothing but frustrating for a survey respondent. Wondering what a question means often results in either random answers or the decision to click out of the electronic survey, which means you don’t get any answers at all.
Using simple language that is accessible to everyone is a surefire way to improve your survey response rate. It helps to reduce the prospects of frustration, confusion, and abandonment of your survey every time.
6. Choose participants wisely
Identifying your target audience is crucial before you send a survey. If you’re sending the survey to women versus men or millennials versus seniors, it should influence how you cater to your survey and the mechanism through which you send it out.
Choosing your survey respondents wisely can ensure that you maximize your prospects of getting results.
7. Timing is everything
There is a reason surveys sent immediately after delivery or leaving an appointment work well. Research shows that up to 24 hours after a transaction is the best time to send a survey out to respondents.
This is when survey respondents remember the service, product, transaction, etc. best and will be best able to report on it in the survey.
There are also better days of the week to send surveys like Mondays and Tuesdays, so keep that in mind if you’re sending out a mass survey to all your respondents.
How to Increase Your Survey Response Rate
A decent survey response rate is crucial to ensuring that you have the type of information when you want. Think of it this way, if you have 1,000 customers, but only 12 of them are survey respondents, then you only have 2 people’s opinions.
If you have 1,000 customers, but 500 people respond to your survey, then that’s a big difference, right? Those 500 people will give you enough of a sample size to feel confident that you have variety in your opinion.
Your research validity relies on your ability to generalize from your responses. Generalizing from a
50 percent response rate versus a 1 percent response rate if a big difference.
The more opinions you’re able to integrate, the more accurate your conclusions.
If you are looking to increase the survey response rate of your surveys, chances are you have already reached that frustrating moment when you realize most research on the matter is sketchy and sources usually list the same solutions without being too specific on the effects they may have.
Indeed there are several factors to take into account when creating and planning a survey, and these can be covered with the right approach to each. General info on the subject that you can find on the web goes something like this:
When designing your survey you have to remember that the first impression is on what most users will base their decision. It is a good idea to state your intent at this first point as that can incentivize your respondents, or if you have the means for it, engage them additionally with some gain you can offer them, like a voucher or discount. Make sure the respondents are truly engaged by keeping your lingo appropriate to the target of your survey. Keep that engagement for longer by making your survey visually pleasing and concise. Remember that all these rules might not apply if the survey is targeted to the wrong respondent. So target smartly, make sure the survey appears to the right target and at the right time.
There, I saved you some time by writing in one paragraph the bulk of info given by most sources on the same subject. These are the solutions most popularly listed.
Indeed, I can attest to many of them. There are several surefire ways of increasing survey response rates. However, the effects depend on how well you mix those methods together, and which methods you skip. The first important step to take is to ask yourself the following question:
“What kind of survey am I making?”
This extensive 2018 Customer Service Report shows perfectly how important customer satisfaction is. You can see that Tech companies have consistently highest customer satisfaction and I believe this is because SaaS companies with inbound business models fall into this spectrum.
Companies that, ideally, believe customer satisfaction should not only be measured but deciphered and understood. If you are going for a Net Promoter Score survey or Customer Satisfaction survey and you aim to increase your customer satisfaction or to measure the success of your well-established product, then the following steps have priority over others:
Minimalistic but aesthetic design, no more than two questions and an unobtrusive way of displaying the survey.
While, if you are making a questionnaire that has several questions and requires your respondents to take their time, your priorities shift:
You need the survey to be engaging, both visually and contextually.
This is not to say that design is not important in an NPS. But it does mean that you focus on ease of access and pleasing aesthetics rather than flashy and engaging. You need an NPS to be easy and quick for your respondent so excess will work against you. Likewise, you can still gain from embedding the first part of your questionnaire in your emails as it almost guarantees a larger response to at least the first question.
Free NPS Survey Template
The second question you need to ask yourself is:
“How do I spread my survey?”
Another point that many sources out there fail to mention, mostly because they do not offer a large plethora of features that this point necessitates. Hosting a survey on your website, potentially right on a part of your website the survey entails, can be very beneficial to the survey response rate. So, a well-targeted survey can collect well-targeted feedback.
However, this is most effective when your respondent is motivated by the content he is looking at and when your question is asked properly. For example, if you have a help or FAQ section on your website, you can include a survey about it, asking if your users found the assistance they were looking for or to tell you what they did not find. Check out some more good examples of website survey questions brought to you by Survicate.
If you are sending your survey via email, then skip links that redirect to a questionnaire somewhere else, place the first question of your survey right in the body of the email. This way you will have guaranteed a larger response to at least the first question.
Generally, short email surveys and customer satisfaction surveys benefit most out of removing friction from the first question. Therefore, sending them in an email is extremely beneficial to increase the survey response rate.
I have a case study to back this one up with. A customer of ours was running NPS surveys through a service that offered beautifully designed questionnaires. The customer would spread links in their emails asking the users to fill in the survey located on the service host page.
These questionnaires were, to be honest, marvellous. Large format taking most of the respondent’s attention, well constructed with a font that played well with the background and colors. Transitions between questions were animated in a very minimalist fashion. They did a lot to keep the respondents engaged.
Yet the customer was not getting the results they expected. The response rate was oscillating at 6% best. You can imagine what that does to the validity of results. And the frustration that came with it. The thing is, how awesome the tool was, it was the wrong tool for the job. An NPS needs to be quick and easy, not flashy, and slow.
This person's customers may have needed the questionnaire to be engaging if they indeed needed a questionnaire. The form is not adaptable well to an NPS survey which really should only contain two questions. The ease of use was broken twice here. Firstly, it required to be clicked out of the inbox first which is a wall a lot of respondents will not scale willingly. Second, once they got to the questionnaire, it had a question too many.
This person gained a much larger survey response rate with Survicate because we gave them a tool to embed their surveys right inside their emails, instantly addressing the first problem.
Secondly, it respected the respondents' time and thus was able to collect so much more of that delicious feedback.
Generally, you need to structure and construct your survey accordingly to its goal and get the best survey tool for your use case. Then apply two shots of common sense on top and take it for a spin. Don't just test if your survey works, put yourself in the shoes of the least likely respondent to answer your survey, in fact, run it several times with different mindsets and see if you can improve it further. A respondent will start and finish a survey if:
- He is well incentivized to do so, he cares about the intent of the survey or the prize waiting at the end of it.
- He finds it fun or it engages them at this particular time.
- He has an emotionally backed opinion and see’s an opportunity to share it
With Survicate we provide you with an extensive library of templates already designed with efficiency and response rates in mind. But it is up to you to design them further according to your product, brand, or goal. Keep questionnaires engaging, pretty and, if possible, fun. Keep all surveys aimed at customers brief and well informed on their aim.
And if your survey does not match any industry standard, think very hard on who your respondents are and then put on a lab coat and start testing.
The truth is that we have only recently moved away from treating surveys as a chore. We may find new ways of presenting, designing and interpreting surveys. Still, when you run into a survey on the internet, in most cases it is a bit of a relic, brought into the internet age dressed in its old duster.
As you can see from this study, a lot of methods, interpretations, and solutions that are standard today were still applicable to phone surveys for decades. And as technology grows, so do our views and expectations. Today we consider a survey response rate of 30% an amazing one. But we can surely achieve 80% with the right kind of ingenuity.
Increasing your survey response rate has never been easier than with the above tips. The first step is putting yourself in your customer shoes, so you remember exactly what it’s like to take a lengthy survey that you abandoned.
I invite you to get excited about the feedback the way we do. To test, experiment, deduce, decipher, study your samples and create the most responsive surveys out there. And if you are still struggling, Survicate offers you a wonderful Customer success team dedicated to helping our users reach their goals. And reaching these goals often means increasing the survey response rate of their surveys first.
Wondering the next step? To collect your own survey responses, use Survicate. Survicate is an industry-leading survey platform that helps collect over 200,000 answers per day.
You’ll gain valuable access to your customers' preferences through surveys and other methods of insight.
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