Looking for ways to learn more about your audience and customers? Want to create an engaging marketing survey that will help you collect the data you need?
Follow our good practices!
1. Define your research goal
Before you start creating your marketing survey, you need to define your research goal. What do you want to learn from the survey? What are you hoping to change or improve based on the customer feedback you receive?
Your research goal will help you stay focused as you create your survey questions. It will also help you decide what type of survey to create and who to send it to.
2. Use simple and clear language
If you use industry jargon or complex language, you may lose some of your respondents. This is especially true if you’re sending your survey to your email list and not just to customers who have purchased from you.
Instead, use simple and clear language to ensure everyone understands what you’re asking. This will help you get accurate and honest responses from a wider audience.
3. Use a conversational tone
Marketing surveys are a great way to collect data, but if you’re not careful, they can come across as cold and impersonal. This can make it hard to get people to take your survey seriously, and it can also make it hard to get honest answers.
One way to combat this is to use a conversational tone in your survey. This means writing your questions and answer choices in a way that sounds like you’re talking to your respondents.
4. Ask one question at a time
It can be tempting to ask a lot of questions at once in a survey, but it’s best to keep things simple. If you have a lot of questions, consider breaking them up into separate surveys or ask them over time in a series of surveys.
When you ask multiple questions at once, you risk overwhelming your audience and losing their attention. You also make it harder for them to give you accurate answers.
By asking one question at a time, you can keep your survey focused and make it easier for people to respond. This will help you get more accurate data and make your survey more engaging.
5. Use open-ended questions
Open-ended questions are a great way to gather more detailed feedback from your audience. These questions allow survey takers to write out their answers in a text box, rather than selecting from a list of predetermined answers.
Open-ended questions are especially useful if you’re looking to better understand your audience, or if you want to gather feedback on a specific topic that you haven’t asked about before.
6. Avoid leading questions
Leading questions can be a problem in any type of research. These are questions that are designed to encourage the respondent to answer in a certain way, or that make assumptions about the respondent.
For example, “Why do you love our product?” is a leading question because it assumes the respondent loves the product. A better way to phrase this question would be, “What do you like best about our product?”
Leading questions can be a sign of bias in your survey design. Make sure all of your questions are neutral and don’t make any assumptions about the respondent.
7. Avoid double-barreled questions
A double-barreled question asks about two different things at the same time. This can be confusing for respondents and make it difficult for you to interpret the data.
For example, the question “How satisfied are you with the price and quality of our products?” would be better off split into two questions: one about price and another about quality.
8. Avoid negative questions
No one likes to be put on the spot, and that’s exactly what a negative question does. These questions are usually phrased as statements and then followed by a question about the statement. For example:
• You don’t like our product, do you?
• You think our customer service is bad, right?
• You don’t want to see more content like this, do you?
• You’re not interested in buying this, are you?
• You don’t think we’re worth the price, do you?
These questions can make respondents feel as if they’re being accused of something, and that’s not a good way to build trust. Instead, ask questions in a positive way. For example:
• What do you like about our product?
• What do you think we could improve about our customer service?
• What type of content would you like to see more of?
• Are you interested in buying this?
• What do you think is a fair price for our product?
9. Use a rating scale for closed-ended questions
When you’re asking questions that might solicit a wide variety of responses, it can be helpful to use a rating scale. This way, you can ask respondents to rate their feelings on a scale of 1-5, 1-10, or even 1-100.
These can be anything from satisfaction with your product, to their willingness to recommend your brand, to how likely they are to make a purchase. You can also use this type of question to measure your NPS, or Net Promoter Score.
When using a rating scale, it’s important to make sure you’re consistent with your scale. For example, if you use a 1-5 scale, make sure you’re using that scale for all of your questions. This will help ensure you’re getting accurate data from your survey.
You can also use a rating scale to measure how much of something a respondent does, like how often they visit your website or how much they spend on your products.
10. Make it mobile-friendly
In 2021, 54% of survey responses came from mobile devices. Plus, the number of mobile users is only going to increase. That’s why it’s important to make sure your survey is mobile-friendly.
When creating your survey, use a responsive survey design. This means your survey will automatically adjust to fit the size of the device it’s being viewed on. This will ensure your survey looks great and is easy to take on any device.
11. Keep it short
The length of your survey will depend on your goals and the complexity of the information you’re trying to gather. But, in general, it’s best to keep your surveys as short as possible.
If your survey takes too long to complete, your respondents may get frustrated and abandon the survey altogether. Or, they may rush through the questions and provide inaccurate or incomplete answers.
To keep your survey short and sweet, focus on your main objectives and only ask the most important questions. You can always create a follow-up survey or conduct a more in-depth interview if you need additional information.
12. Use logic jumps
Logic jumps can help your survey feel more like a conversation and less like an interrogation. This feature allows you to choose the next question a respondent sees based on how they answer the current question.
For example, say you want to ask respondents if they’re male or female. You can have the next question be about women’s fashion if they answer female, and the next question be about men’s fashion if they answer male.
13. Offer an incentive
It’s not uncommon for people to be hesitant about giving up their time to take a survey. After all, they’re not getting anything out of it, right?
Wrong. If you offer an incentive, you’re giving people a reason to take your survey. This can help increase your response rate and make your survey more engaging.
The incentive doesn’t have to be anything big. It could be a small discount on your products or services, a free sample, or a chance to win a prize. You could even offer something that’s not related to your business, like a gift card to a popular store.
Just make sure that the incentive is something that your target audience will be interested in. Otherwise, it won’t be very effective.
14. Test your survey
Last but not least, you should test your survey before you start sending it out to your audience. This way, you can make sure that all of the questions are working properly, and that the survey is easy to take.
Run your survey by a few people on your team, or send it to a few of your customers to get their feedback. Then, make any necessary changes before you start sending it out to a larger audience.
Conclusion
Creating a marketing survey is a great way to gather feedback from your audience and use that information to inform your marketing campaigns. Use the tips above to create a marketing survey that’s engaging and informative for your audience. Also, consider leveraging the best Wix referral apps to enhance your marketing efforts and maximize your survey’s impact.
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