There are four answers to the question and only four answers to choose from, meaning there’s absolutely nothing to gain from asking this question.
Surveys need to be effortless. Most people aren’t very fond of surveys. If they do decide to actually take one, and that survey is difficult to complete, they’ll be more focused on the difficulty of the questions and finishing rather than answering them to the best of their ability.
4. Make the Survey Accessible on All Channels
Many people don’t have the time to sit down and fill out a survey after making a purchase. If they’re in the store, the odds of them wanting to waste their time to fill out a survey are low — especially if they had to queue for quite some time.
However, they’re not a completely lost opportunity if you give them the opportunity to complete the survey when they’re home. If you ask for an email, you can send them the survey and they can fill it out at their own leisure.
Digital marketers also want to make sure the survey is scalable. Not everyone who goes to a business’ website is doing so through their computer. They can be on their phone or tablet. If the survey isn’t easy to read on all kinds of devices, the lead or opportunity can miss key information if they don’t realize they have to scroll to the right or left or zoom out.
Surveys, as we’ve said, need to be easy to complete. There should be no added work for the lead or opportunity. The more holdups they have in the process, the more opportunities there are to quit the survey and leave you with incomplete data.
The Final Word
Crafting a clear and concise survey is easy for any digital marketer looking to acquire more leads, personalize the buyer’s journey, and improve the customer experience for repeat customers. Surveys are meant to be clear and concise, but many businesses too often find themselves leaving people with lengthy, vague, generic-looking surveys that don’t inspire any kind of effort. By following these four tips, your digital marketing efforts will not be wasted and you give your business the best opportunity to target leads with personalized content before they even enter the pipeline.
About the author: Reuben Yonatan is the CEO @ GetVoIP, a leading VoIP systems comparison guide that connects shoppers with relevant providers.