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Here are the top 12 surveys best practices to assist in building your survey. elevenX has these best practices after sending 100K + surveys and compiled over years of delivering successful surveys. While seemingly basic, we are surprised at how often we see these rules broken, weakening survey performance:
This applies to every marketing message. You are competing for readers’ valuable attention; don’t waste it on fluff. The fewer the questions, the more responses you will get.
Explain why you are asking your questions (in terms of the benefits for responding), and how responses will be used. People appreciate understanding the reason for the survey.
Responders may not get to later questions or lose interest.
This will allow you to ask more concise and relevant questions. As an example, you wouldn’t ask a teenager about Medicare supplement insurance, nor 65-year-olds about the high school electives they plan to take in the coming semester.
Question phrasing can influence results (e.g. Consider “Describe your purchase experience” instead of “How fantastic was your purchase experience?”).
If online, the fewer clicks, the better. If direct mail, include a self-addressed postage paid envelope. Make sure the survey is responsive to mobile devices.
Doing so communicates that you do not know your audience, or that you are not very resourceful.
People appreciate when the loop is closed.
As you begin to survey your customers or prospects, start slow and small. The data and processes can be more challenging than anticipated. Begin with a few questions to verify the direction for the survey effort and move to expand as processes, reporting and data are in place. Work your way up to more complex measurement, questions, and data segmentation.
At elevenX, we have created surveys for service experiences, sales experiences, full customer experience monitoring, and quick one-off experiential measurement. We are excited to assist you in your next project. If you have questions, we are here to help.