Writing a survey is so easy, until you get back completed responses that barely connect to it. That's when you realise good survey questions are an art form. Every word can have the potential to influence your customer's understanding of the question and response. When collecting customer, product, or service feedback, varying question wording influences data quality. Here in this article, we're going to break down 10 easy tricks for reducing your surveys to making them lighter and better. If you are a CX pro or brand strategist, these tricks will enable you to transform mundane, confusing questionnaires into discovery tools. Let's get better at asking so that you get better at listening.
The most egregious design flaw is accidental response bias by shaping the response. Questions like "How was your experience with us?" assume that the user experienced a perfect experience and prompt the user to answer in an appropriate manner. A more neutral design, like "How would you score your experience with our service?" has a better opportunity of receiving more honest feedback. The goal must be to receive true feedback, not to ask for flattery. Avoid emotionally charged words and assumptions. Neutrality builds trust and a feeling of more open, actionable answers.
It's an easy way out to abandon your survey to pose questions that are too complicated or vague. Your respondents will be more apt to complete your survey if they don't have to struggle too much to comprehend what you're asking. Split each question into an easy-to-understand thought. Instead of asking, "How do you feel about the design and use of the product? ", split it into two questions. Simple and direct questions yield better responses and better-quality data. In case of uncertainty, use simplicity over originality.
Closed-ended questions or pre-set option questions should be used to gather measurable data. They can be measured directly and are not vague. Use them when precise feedback is needed, e.g., level of satisfaction or feature likes. For example, "How likely are you to recommend us?" on a 1–10 scale will give you a direct Net Promoter Score (NPS). Simply ensure that your response categories are well-balanced and comprehensive. You can always follow up with an open question, should you desire more detailed feedback.
If you are using rating scales, balance and consistency are then significant.
Decide whether to use an even scale (say, 1–4) that will prompt a leaning positive or negative, or an odd scale (say, 1–5) with the middle being neutral. SurveyMonkey research has concluded that balanced 5-point scales get 10% more questions filled out because it takes less of the respondent's autonomy. Keep your scale reasonable—lowest rating on the left, highest on the right—and use brief labels like "Very Dissatisfied" to "Very Satisfied."
Avoid double-barrelled questions like "Was our site easy to use and useful?" What if the site were easy to use but not useful? Double questions confuse respondents and obscure your data. To see clearly, split up such questions into two; each should consider only one idea. Call it being courteous to your respondent's thinking—when it's easier to respond, it's easier to get at the truth.
Your survey must be informal in tone and not a pop quiz. Gradually move from less intrusive, more general questions to more intrusive or detailed ones. For instance, requesting a satisfaction rating before delving into the nitty-gritty of specific features puts people at ease and gets them going. A well-designed survey flow increases completion and keeps the respondent engaged throughout. Transition statements and section headings can be used to make the process easier.
Test your survey on a small sample before sending it out to everyone. Check for confusion, dodged questions, or ill-suited answers. Better yet, use tests such as A/B testing in order to know what question types work best. Optimisation is never a one-time thing—use metrics to measure completion rates, drop-off points, and response quality. Optimising questions in greater quantities only adds to your data.
Your readers don't necessarily use your insider jargon or technical jargon. Write in plain, simple language that they can access. So, for example, rather than, "How was your onboarding experience?", write, "How was your very first interaction with our service?" And also be aware of other cultures—use a form of words or tone that would not exclude by location, birth, or gender. Plain language engages with your readers and draws in more people.
While closed-ended questions offer guidance, open-ended questions offer insight. Allowing users space to say a reason they answered something in a particular way can uncover problems you didn't even know you had. The seemingly harmless "Is there anything else you'd like to add?" placed at the bottom of your survey might give you valuable feedback. These answers are incalculable, maybe, but usually lead to the best choices.
Building surveys isn't building questions—it's building credibility and actively listening. We believe at XEBO.ai that great CX begins with great questions. Apply these quick tips and increase response rates, collect more precise information, and build improved experiences in the long term. Want to turn your surveys into a dazzling customer intelligence solution? Boot your next survey and start fresh with these principles. Let XEBO.ai guide you to make data-driven, intelligent surveys that listen to you carefully through your customers. Schedule a free demo with us today and elevate your surveying to the next level!
