10 rules for creating effective surveys

Feedback surveys - 10 Rules to follow

November 1 2016

Creating useful surveys on the site is no easy task, but is worth attempting, though. form will capture customer's thought about your product or service in the moment. Consider negative feedback an opportunity and positive one - opportunity to push the limits. No other tool can capture and deliver customers' actionable insight to you this fast. Your job is to listen.

A poor feedback form is a missed opportunity and will not drive responses. We have compiled the list of 10 most important rules for creating engaging customer feedback forms. Use them and your surveys will prove beneficial for your business. Listen to your customers, improve, repeat.

Use the below list as a starting checklist for your survey and adjust for your needs.

1. Simple, Simple, Simple.

Keep survey simple. Research shows people are impatient, especially while browsing with a goal in mind. There is almost zero chance a visitor will complete a 3-page survey during the checkout process. Ask no more than 2 questions at a time on high importance pages. Otherwise, you are risking feedback and a conversion. Add an open-ended text field for supporting information.

Simple Survey

2. Drop mandatory fields

We believe forcing visitors to enter some of the fields is a risky move. It will deter customers from submitting an already half completed form. Our mantra is "Data, data, kittens", and we believe partial data is better than no data at all. By following this rule you will receive a boost in form submissions.

3. Identify feedback pages

It is important to ask for feedback on the pages related to said feedback. Don't ask about shopping cart experience on the blog pages. Be precise in selecting pages for feedback forms. Define, Design, Ask for feedback. Couple good examples of feedback questions per page:

Blog: "What topics are you most interested in learning about on our blog?"

Shopping Cart: "How would you rate your shopping experience on our site?"

FAQ Pages: "Were you able to accomplish all tasks on our site? If not, please provide extra details and we will improve!"

4. Ask for feedback only once

It is important to not annoy visitors with the same questions on many occasions. If a visitor has submitted a feedback form, do not ask them for the same feedback again. Design your survey form to not appear a second time for the same visitors to your site. Insight Stash has this feature available in all tiers.

5. Understand your audience

Define your audience. Know who they are, their goals on your site, consider objectives they are trying to complete. Once your target audience has a portrait you will have no problems getting insights from them. Combine this rule with #3 and you have a precise mechanism of targeting correct visitors.

Supplement your research with quantitative data from web analytics tools.

6. Mix surveys

Don't limit your site to only 1 survey at a time. Remember visitor will never see the questions unless they decide to give you feedback. Prepare many simple surveys one for each specific case and page. Collect precise data about each part of your site.

7. Ask specific questions

Try direct questions about a page or a feature. It's better to get one specific insight about a small part of the page, than a long maybe helpful response.

Here are some examples:

Bad: "Please describe your experience with our calculator tool"

Good: "Were you able to add items to our calculator tool?"

The second question will always generate specific insightful responses.

8. Focus on order

Place more important questions first. Order of the questions matters. Draw focus of your visitors to questions by placing them first on the survey form. This will increase the chances of important questions answered when feedback is submitted.

9. Use multi-step surveys

Sometimes it is important to ask more questions than recommended by our guide. In these cases use multi-step surveys. Slice questions into question groups to put on each survey step. 3-3-3 or 5-5-5 questions.

Insight Stash allows you to design multi-step surveys. You can put any number of questions on each step. We also recommend including step progress bar on the survey form. This will let visitors to better understand time commitment to fulfil the survey.

10. Trigger surveys when appropriate

Try to trigger the surveys on the page when it makes sense the most. After a submission event, or on page leave. This will give you a great insight into action attempted and reaction that it got.

We offer functionality to launch surveys based on your trigger.

Use the above info to create the perfect surveys that will bring insights to your business. Use insights to improve conversions, visitor experience or functionality of your site. Repeat.

Make Insight Stash one of your customer tools in your arsenal.