Tips on Creating Survey Questions:
Ask questions that read well and are quick and easy to answer. This may help to keep the respondents from jumping to an answer before the question is completely read.
Make sure that all questions asked are relevant to all respondents and the survey’s purpose. In addition, avoid hypothetical questions.
Questions asked in your survey should require a small amount of effort to answer. Most people prefer to answer and complete surveys quickly without thinking too hard or spend a lot of time.
Keep questions short and ask one question at a time. Longer questions may quickly become confusing, thus resulting in a misread of what you are asking.
As the survey designer, pay attention to the neutrality of the words. This helps to avoid unintentional violation of the survey’s objectivity.
Avoid leading questions – Based on their content, wording, or structure, these kinds of questions may lead a respondent towards a certain answer.
Avoid loaded questions – This type of answer bias works through emotionally charged items like words, stereotypes, or prestige images. When creating the survey, avoid words that may “cater to the respondent’s ego or contort the respondent’s pride.”
Avoid built in assumptions – When creating survey questions, avoid questions that assume the respondent is familiar with the specifications asked within the questions.
Be Simple – The survey should use language that is simple in both words and phrases.
Ask precise questions. Avoid things that are too general, too complex or undefined. Stay away from using words like “often,” “usually,” “generally,” etc. Each person’s thought process is different and some people may infer a different.
Don’t Forget the Benefits of Email
Web-based surveys aren’t the only way to find areas of improvement for your site. You can (and should) regularly survey your email subscribers as well. They’ve already shown an interest in your products or services, and can be a reliable source of feedback if you approach it the right way.
For the absolute best results when it comes to surveying through email, you should segment your lists according to the different goals you’re looking to achieve. For example, if you’re considering adding more features to a software package and increasing the price, you’ll only want to survey customers who bought the product – not the people who signed up for the free trial.
In business, the customer may not always be right, but when it comes to getting better conversions through your website – it pays to listen to what they want. In fact, by asking the right kinds of questions, you can get vastly more information and insights that go well beyond your typical analytics package.
Surveying potential customers is a good indicator of where users may be slipping through the cracks in your sales funnel. Of course, most customers don’t have the time to fill out page after page of questions, so what you ask, and how you ask it, can make all the difference.
With Surveys – Less is More
The first step to writing intelligent survey questions begins with the end in mind. Ask yourself, what goals do you want to achieve with this survey? An open-ended statement like “to find out what my customers want” isn’t a concrete goal, because the answers could be all over the map. Questions without a clear objective also make it impossible to create a prioritized list for your team or developers to focus on.
A better goal is one that you can clearly define, such as “to reduce my site’s bounce rate by 10%”. This way, you can test and check your analytics often to determine if you’ve succeeded. If you’re not sure how to frame your questions so that you truly get inside the minds of your buyers, SurveyMonkey has an excellent free PDF that shows you how to make any survey more effective – from setup to accessibility. Below, we have picked out a few key tips when creating survey questions… Continuar leyendo «How to Improve Conversions through Surveying»
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