how to get survey answers that actually help your business
TRANSCRIPT
Chuck Liu
How to Get Survey Answers That Actually Help Your Business August 7th, 2014
Chuck Liu UX Research Lead
KISSmetrics !
@chuckjliu [email protected]
Thue L Madsen Marketing Associate
KISSmetrics !
@thuelmadsen [email protected]
What do you want to learn?
1 5 Tips for Designing Survey Questions
In-App/Site Opt-In
In-App/Site Pop-Up
2 3 Ways to Get Surveys in Front of People
3 3 Strategies for Segmenting Survey Results
Table of Contents
4 Bonus: Our Favorite Tools and Workflows
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5 Tips for Designing Survey Questions
1
Lean is all about identifying and
quantifying risk.
Don’t just ask questions.
Know what decisions you
can make from these surveys.
Lean Analytics Cycle
AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
This is where we survey
1. Keep surveys short
!
Under 5 minutes is ideal
Completion Rates
Survey Monkey: Does Adding One More Question Impact
Survey Completion Rate?
Industry Benchmarks
40% is awesome !
30% is great !
20% is good !
~15% is expected !
What We See In Practice
Longer Surveys Decrease Completion Rates We’ve tried them all. Here’s how our survey completion rate looks based on continuous surveying.
Com
plet
ion
Rat
e of
Sur
veys
0
10
20
30
40
1 2 3 4 5 6 7 8 9 10
# of Questions
A 5 Question Screener That I Did Recently
14% CTR from Nudge to Screener !
202 Responses in 7 days !
202 Opt-Ins for further studies !
!
By the way… !
Satisfaction surveys see 10% or lower response rates
2. Start broad then get detailed
!
Satisfaction -> specifics
Broad questions
How satisfied are you?
What is your primary
motivation?
What best describes why you came here
today?
Specific questions
What is your experience with
using X?
How satisfied are you with X/Y/Z?
3. Ask what you need to know
!
Avoid what’s nice to know
What do you want to learn?
What are you going to DO with this survey data?
It’s easy to let additional questions creep up. Resist the urge!
4. Avoid hypothetical
questions
Would you buy X if we offered it?
Would you use X if we offered it?
Instead, ask people about their CURRENT experience, frustrations, or workarounds to their problem.
5. Test survey internally
Startups have smaller customer counts. Surveying multiple times gets interpreted as spam.
Dry runs with your team are a great way to check if anything is confusing.
3 Ways to Get Surveys In Front of
People
2
1. Email !
It works if you can write good headlines.
Apple ’s satisfaction survey uses plain text for simplicity
General Assembly’s HTML emails look too automated
Plain text works best.
!
Looks like a real person wrote it.
2. In-App Opt-In !
Ask people if they’d like to participate
Google Has Dedicated Usability Opt Ins
Twi!er Integrates In-App Opt-In Into Their Apps
Target Opt-Ins Based On People’s Behavior To Increase Chances of Response
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Start Your Free KISSmetrics Trial
2. In-App Pop-up !
Interrupt people during their experience (these are the ones
that we all hate.)
Qualaroo Pop Up for GQ Asks about Subscription Friction
Qualaroo Pop Up for Logitech Asks for Use Cases
3 Strategies for Segmenting Survey
Results
3
Demographic segmentation is the norm, but only if it actually helps.
1. Platform !
PC-Laptop / Phone / Tablet !
iOS / Android / Windows / Blackberry !
App Versions !
Segmenting by Device Type
Another Example of Segmenting by Device Type
2. Time of Survey Response
!
Segmenting by Time Survey Was Completed
Zendesk Uses Time of Survey To Send Surveys At Times That Have Higher Response Rates
Zendesk Figured Out “Not Work Hours” Worked Best
3. Cross-Reference with Analytics
!
Cross Reference Analytics Data with Survey Data to Get the Whole Picture
Features used / products bought !
Frequency of visits !
Tenure - how long has this customer been around? !
Acquisition source - how did this person discover my business? !
Our Favorite Tools and Workflows
4
Research Tools of the Trade Our toolkit for ge!ing survey’s done.
Typeform Beautiful survey forms that display well on web and mobile.
Surveys for market and user research
Qualaroo In-app pop up survey tool with targeting capabilities
Nudge or opt-in for a larger survey or getting permission to follow up for a another research study
Google Forms Simple screeners and opt-in forms for collecting people’s information.
Manage opt-in lists and screeners for demographic data
Salesforce Pardot / Gmail + Boomerang
Marketing automation and email marketing
Schedule and create emails for distributing survey links. Manage opt-in lists and research campaigns.
What It Is How It’s Used
Book Resource: Improving Survey Questions: Design and Evaluation
Questions?
Chuck Liu UX Research Lead
KISSmetrics @chuckjliu
Thue L Madsen Marketing Associate
KISSmetrics @thuelmadsen
THANK YOU
Chuck Liu @chuckjliu