Get The Basics Right
Digital strategist Neil Patel provides great guidance for surveying in his “Survey Questions That Work: Unlock Your Customers’ Deepest Desires.”
Most significantly, he reminds us to KISS.
In fact, variations of the phrase KISS (Keep It Simple, Stupid) read “Keep It Simple and Straightforward” and “Keep It Short and Simple.”
So, to get respondents to answer your questions, keep it simple, short, and straightforward.
Assume that you’ve got a limited amount of goodwill or willingness to share with your recipients. Pick a couple of questions and make sure your template and the questions themselves are easy to understand. Ideally, getting your entire survey onto one or two pages increases your chances of getting a completion.
Studies have shown that response rates can drop by up to 17% when the survey completion stretches beyond minutes or 12 questions. This isn’t an absolute, of course. And building a survey of six open-end questions isn’t twice as likely to be completed as a survey of 12 Likert-scale questions. Instead, the admonishment to “keep it short, simple, and straightforward: should serve as guidance for the complexity of your questions.
Check out these 34 tips on how to improve your survey response rate.
Keeping in mind that you’re reaching out to former customers, the quicker you get to the point, and the easier the questions are to understand, the better your chances are of securing a completed survey with useable data. And while it should go without saying, optimizing your survey for readability and completability on a mobile screen should be a priority.
Finally, make sure that capture your survey-based outreach in your customer relationship management system. Integrating your survey tools with your CRM is easily accomplished, and helps create a richer picture of your relationship with every prospect, lead, and customer.
Surveys, when done properly, can be the ultimate customer power tool. You can use them for market research, sales, public relations, customer service, and finance. And just like your customers impact every area of your organization, what you learn from surveys has the potential to touch every aspect of your organization, too.
About the author:
Neha Tandon is a writer for TechnologyAdvice.com. She has a Masters of Arts degree in Journalism from Syracuse University’s Newhouse School. With a background in marketing, public relations, and advertising, her true passion is for business journalism.