Designing a customer survey can be difficult. Even experienced marketers can fall in the trap of making one of those common mistakes when they are creating a customer survey. Continue reading to find out more:
1. Too many questions
This is one of the most commonly seen mistakes in customer surveys. This will make the survey taking too long to fill in. In addition, having many questions doesn’t always translate into having relevant questions. Therefore, think about what you are trying to discover with each particular question and avoid questions which are asking about similar things. In addition, you can divide your long survey into separate, shorter surveys. Finally, give your customers the option to skip questions if they don’t apply to them.
2. Poor choice of question types
It is important to know the differences between the various types of questions. For example, in some cases, multiple choice question can be a great option. However, in others, giving preference to single choice questions can force the customer to make a decision. A single choice question can also prevent the so-called “choice paradox”, where a person can get paralyzed by having too many options.
If you can’t decide between a single and multiple choice type of questions, you can always add a text box where customers can leave comments or remarks in case they want to clarify or add information. In this way, you give them the possibility of more options without suffocating them with too much choice.
3. Too many open-ended questions
Open-ended questions can bring about a lot of customer insights into their purchasing behaviour and preferences. However, you need to strike a balance between asking too many open-ended questions and not asking any at all. Descriptive answers can be very precious, as you give your customer the opportunity to use their own words to describe their thoughts and feelings. However, too many open-ended questions can lead to “survey fatigue” and might increase your dropout rates.
In addition, think about the device your customers are using to answer your survey. Typing a long, detailed answer might be easier to do on a laptop but if your customer is answering on their phone, too many open-ended questions would only annoy them.
4. Not introducing yourself
Introduction in your survey is crucial, as it not only tells your customer who you are but also what you are trying to find out and why. By giving this information, your customer is much more likely to finish the survey, as they feel part of the process. This will ultimately increase your engagement and completion rates, while reducing your dropout percentage dramatically.
Therefore, don’t forget to include an introduction to your survey. Keep it short and simple, however, state your purpose clearly, inform your customers who you will use their responses and tell them how long the survey will take.
5. Asking everybody
A final mistake is sending your customer survey to everyone. Even though getting numerous answers is an attractive thought, getting answers from customers who are not relevant won’t bring you much. Therefore, consider personalizing your survey, so that you can target it to specific customers during specific stages of their purchasing process.
In conclusion, creating customer surveys is not as simple as it looks at first glance! By avoiding these 5 common mistakes, you can create a professional survey which will bring you a lot of useful customer insights. If you want to learn more about designing a survey, check out our article 7 Tips on How to Design the Best Customer Surveys.