As a marketer, you know the importance of collecting customer data. The more data you have, the easier it is to make informed decisions.
While there are many ways to collect data on your customers, one of the most effective methods is through surveys. Not only can you use surveys to collect information on your current customers, but you can also use them to generate leads and learn more about potential customers.
But, even though surveys are a great tool to collect valuable customer data, they’re only effective if your customers fill them out. If you’re struggling to get people to complete your surveys, keep reading to learn some effective ways to increase survey participation rates.
1. Embed the survey in emails
The easier you make it for your respondents to access your survey, the more likely they are to take it.
One way to make your survey easy to access is to embed it directly in your email. This way, respondents can take the survey without having to click through to a different landing page.
You can also include a brief description of the survey and a clear call-to-action button that links to the survey landing page.
If you’re embedding your survey in an email, make sure you use an email marketing tool that supports embedded surveys.
If you’re using a tool that doesn’t support embedded surveys, you can create a survey landing page and include a link to that page in your email.
2. Keep the survey short
Respondents are more likely to complete your survey if they know it won’t take up too much of their time. In most cases, your survey should take no more than 5-10 minutes to complete.
Before you start writing survey questions, make sure you have a clear goal for your survey and that you’re only asking questions that are related to that goal. If a question doesn’t help you achieve your goal, leave it out.
You should also avoid asking the same question in multiple ways. For example, if you want to know how satisfied your customers are with your product, just ask them. Don’t ask them to rate your product on a 1-5 scale and then ask them if they’re satisfied with it.
Finally, make sure you’re using the right question types. Open-ended questions take longer to answer than multiple choice questions, so use them sparingly.
3. Ask one question at a time
People are busy and don’t have time to read through long, complicated questions. Plus, if you ask multiple questions in one, you won’t be able to pinpoint the exact feedback you’re looking for. This can lead to a lot of irrelevant or unhelpful responses.
So, to keep your survey short and sweet, ask one question at a time. This will help you get higher-quality feedback and make it easier for people to decide if they want to participate in your survey.
4. Use a conversational tone
The tone you use in your survey can have a big impact on how your respondents feel about taking it. If you use a formal tone, it can make your survey feel impersonal and may even turn some people off from taking it.
Instead, use a conversational tone that makes your respondents feel like they’re having a conversation with a real person. This can help you build rapport with your respondents and make them more likely to take your survey.
To use a conversational tone, write your survey questions and answer choices in the first person. Use words like “you” and “your” to make your respondents feel like you’re talking directly to them.
5. Use a clear call to action
Make sure that the survey is the main focus of the email and that the call to action (CTA) is clear. This is not the time to use a generic “click here” CTA. The CTA should be specific and to the point.
For example, “Take the Survey Now” or “Start the Survey” are good options. You should also use a button for the CTA rather than a text link.
Buttons are more noticeable and make it more likely that someone will take the survey.
6. Offer an incentive
Incentives are a great way to entice people to take your survey.
But, not all incentives are created equal. You need to make sure you’re offering something that’s valuable to your target audience.
For example, if you’re surveying your customers, you could offer a discount on their next purchase as an incentive. If you’re surveying employees, you could offer a gift card as an incentive.
Just be sure to keep your incentives in line with the goals of your survey. You don’t want to offer something that’s so valuable that it skews the results.
7. Personalize the survey
Personalization is a key part of any marketing strategy, and that includes market research.
Use the respondent’s name in the survey invitation and any reminder emails. You can also use data you already have on the respondent to personalize the survey.
For example, if you’re sending a customer satisfaction survey, you can use the customer’s purchase history to personalize the questions you ask.
This not only shows the respondent that you value their time and input, but it can also increase the relevance of the survey, which can lead to more accurate data.
8. Schedule the survey at the right time
The timing of your survey can have a significant impact on how many people complete it.
If you choose a time when your audience is busy or not thinking about your topic, you’re going to see lower participation rates. That’s why it’s important to think about when you want to send your survey.
For example, if you’re sending a customer satisfaction survey, you might want to wait until a customer has just made a purchase or used your product. If you’re sending an employee engagement survey, you might want to wait until the end of the workday.
You also need to consider how long your survey will be available. If you only give people a short window to respond, you’re going to get fewer responses. On the other hand, if your survey is available for too long, people may procrastinate and forget to complete it.
A good rule of thumb is to give people about a week to complete your survey. If you’re sending a survey to a large group of people, you may want to give them a little more time.
9. Use a mobile-friendly survey tool
In a world where people are constantly on the go, it’s important to make sure your survey can be taken easily on a mobile device.
If your survey is not mobile-friendly, you could be missing out on a significant portion of your audience. In fact, research has shown that more than half of all online surveys are taken on a mobile device.
Make sure your survey is mobile-friendly by using a survey tool that automatically optimizes your survey for mobile devices. This will ensure that your survey looks great and is easy to take on any device.
10. Use a progress bar
When respondents are taking a survey, they want to know how much time they will need to complete it. One way to show that is by using a progress bar. This will show the respondent how many questions are left in the survey and help them to understand how much longer it will take to complete.
Progress bars can also help to reduce the number of respondents who drop out of the survey before they complete it. If a respondent sees that they are almost done with the survey, they may be more likely to stick it out and finish.
11. Create a survey landing page
If you’re going to promote your survey in multiple places, it’s helpful to create a dedicated landing page where people can learn more about the survey and participate.
Your survey landing page should include a brief introduction to your survey, as well as a link to the survey itself. You can also include other relevant information, like the purpose of the survey, who is eligible to participate, and what you plan to do with the results.
In addition to creating a survey landing page, you can also promote your survey on your website, blog, or social media profiles. The more exposure your survey gets, the more likely people are to participate.
12. Thank your survey responders
Just like with any other type of feedback, it’s important to thank your survey responders. If you don’t, they may be less likely to participate in your surveys in the future.
You can thank your survey responders by sending them an email or a text message. You can also show your appreciation in other ways, such as by offering them a discount on a future purchase, or by entering them into a prize draw.
Whatever you do, make sure you take the time to thank your survey responders. After all, they’re taking time out of their day to help you, and that’s something to be grateful for.
Conclusion
We’ve all been there — you’re about to take a survey and you’re met with a wall of text and 10-point scales. It’s overwhelming and time-consuming. Don’t make this mistake. Instead, follow the tips and tricks above to create a survey that’s quick, easy, and even fun to take.
As you work to improve participation, consider how your survey processes reflect Diversity in Tech and other areas of business. Diverse perspectives can enrich the data you collect and lead to even better results.
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