Customized surveys can be devised for multiple purposes. Survey results are easy to use in marketing after analyses and remind the business owner to regularly check up on their customers. But to avail of these benefits of surveys, the customer has to respond to them in the first place. Though the response rate of online surveys is higher than any other medium of conducting surveys, one still has to make sure a lot of things are in place while conducting a survey.
Keep it short and to the point
Given that it is an online survey, the respondent is already connected to the internet. This means that he or she has an array of alternatives to do at the moment, instead of making time to fill out a survey. Make sure that the survey is precise, it should not deviate from the main target, else the respondent will skip filling it out and start doing something else. For ensuring that the respondent fills the survey, survey creators should also ensure that it is short and simple, this is because customers skip overly complicated or excessively long surveys. The survey makers should consider the fact that they have to send them more than once and should decide the length accordingly.
State your purpose
If the respondents are told in advance the purpose of the survey and how or where the answers will be used, they might be filling it out more readily or give more qualitative responses.
Give your customers an estimated time taken for the survey
In this fast world, everyone is short of time. Filling a survey forum might take less time but its length might give a false illusion of being time taking. To avoid this mirage, tell the respondents how much time filling out the survey might take. This can be done at the same time when they are told about the purpose of the survey. At the same time also attach a progress bar. This will let the respondent know what percentage of the survey they have completed. It will motivate them to complete the survey, hence will help in mitigating the abandonment rate.
Notify customers to fill out surveys
Telling the customers that they will receive a survey shortly might facilitate curbing the abandonment rate by leaps and bounds. The customers who fill out surveys diligently might take out some time to fill an online survey.
Make sure your surveys support multiple devices
Not all the respondents will use a conventional PC or laptop to fill the survey. People use tablets, mobile phones, and whatnot. The survey makers should make sure that their surveys are compatible with all the possible devices so that the respondents are comfortable while filling out the survey.
Define your target customers correctly
The survey makers should decide who their target population will be. For instance, the customer satisfaction survey will be filled out by the people who have had first-hand experience with the company. Not any random person the distributor catches. On the other hand, to gauge company perception, the authorities should have a random set of respondents. This will make the respondents feel that the questions are tailor-made for them. So they will in return respond to the survey wholeheartedly.
The concept of survey fatigue
By conducting surveys regularly, the company gauges the chronological responses of the respondents. The feedback and customer reactions captured are also real-time this way. But conducting too many surveys too often can cause survey fatigue. So the authorities should plan out the frequency and intensity of sending the surveys, without causing the respondents to survey fatigue. The company can send full-length surveys and pulse surveys in a well-formulated pattern. Ideally, they can keep the ratio of 1:4 where after sending 4 pulse surveys, they can send one full-length survey. Then again, they should not send pulse surveys so frequently that even pulse surveys cause survey fatigue.
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