Does Survey Design Really Matter?

One of the biggest challenges that can arise in the overall survey process is the collection of responses. As much as you would like people to take your survey, it’s essential to be able to reciprocate that and make them want to take your survey as well. One aspect of surveys that can make or break your response rate is design. From colors to questions, the entire survey-taking experience is determined by the design of your survey.

1. Stylish Design

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Even before reading into your first question, respondents are going to make judgments off your survey’s design. A visually appealing survey is more likely to gain their attention, keeping them engaged enough to continue reading. When deciding on a design for your survey, consider choosing a survey design that is both professional, and reflective of your brand. Elements such as fonts, colors, and logos that remain consistent with your brand should be integrated into your survey design. One commonly overlooked survey-making mistake is considering how participants are engaging with your survey. In fact, 53%1 of worldwide website traffic comes from mobile devices. This means participants are likely engaging with surveys from their phone – not a computer. Before sending off your well-polished survey, view the design across mobile and non-mobile platforms to ensure each customer is receiving the best viewing experience possible.

2. Question Design

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When designing survey questions, it’s important to ask yourself, “What type of feedback am I really trying to get from this question, and can I do something with the answer?” Forgoing this step can often lead you down a rabbit hole of useless questions and answers. The design of your questions should be both short and relevant. Questions should be short enough for readers to be able to glance at and have an answer made within seconds. When questions become too long and confusing, respondents may answer inaccurately or even end the survey prematurely. When considering the relevancy of your survey, it’s important to keep both your consumer and your goals in mind. For your consumer, questions should follow a strategic sequence. This often means using conditional logic to filter out questions that are no longer viable based off the consumers last response. Without conditional logic, your survey can become long, unorganized, and an overall unenjoyable experience for respondents.

If you’re looking for expert survey design services, contact the professionals at eAutoFeedback. Our team gets to know your business on a more personal level to ensure you receive the unique customer feedback you need. Contact us to get started today.

1 BroadbandSearch, "Mobile Vs. Desktop Internet Usage (Latest 2020 Data)"

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