The Best Way to Survey Customers

Providing your customers with a positive user experience (UX) is vital to the success of your business. However, this might not be an area that you’re tracking very well. You may have many questions such as, what are my customer needs, am I doing things right or could I be doing something better? All of these are questions that you want to have answers to. 

So how do you get those answers? 

You ask your customers through the use of survey questionnaires. 

Surveys are a quick, easy, and cost-effective way to get valuable feedback from your customers. But, you must construct them correctly if they are going to return accurate data. Take the following tips into consideration when developing your survey to ensure you get the high-quality feedback you desire.

What to Know When Making Your Survey Questions

Stay focused and limit topics

Trying to include too many topics in your survey can confuse your respondents. This confusion caused by not limiting your topics can lead to the respondent getting bored or even frustrated, ultimately resulting in them quitting the survey before they finish. You want to avoid these types of reactions at all costs. 

When constructing your survey, try to focus on one main topic. If you find that you want your survey to focus on other topics as well, then simply make a separate survey based on that topic and send it out.

Ask one question at a time

Generally speaking, you want to take your survey one question at a time. Combining multiple questions into one complicates things too much. The respondent won’t know how to answer the question and will most likely skip it or may even exit out of your survey. When you combine multiple questions into one big question, it is tough for the respondent to give accurate answers. This is especially true if the answers are multiple-choice. 

Therefore, if you have to ask multiple questions regarding a very specific topic, split them up into separate questions. This is going to give you more useful data to learn from.

Keep it simple and easy to understand

You may be able to see the theme here to keep your survey nice and concise. It’s all about making it as easy and non-taxing for the respondent. Several issues will arise if you don’t keep your survey questions simple and easy to understand. Asking ambiguous questions can again confuse and frustrate the respondent, causing them to quit the survey part way. 

Unclear questions can also result in incorrect answers. These answers will then end up skewing your data making it less reliable. Avoiding the use of double negatives is an excellent way to steer clear of any issues and keep your survey questions simple.

Avoid using polar questions (Yes or No)

Polar questions are when there are only two possible answers. The most common example of this is “Yes or No” questions. The problem with polar questions is that it severely limits respondents in telling you how they really feel about a given topic. Only having two options can lead respondents to specific answers and cause unintended bias, skewing your data.

A survey aims to get inside the respondent’s head and gain valuable information from them. Polar questions can defeat this whole purpose. 

If you have polar questions in your survey, try to convert them into multi-choice questions. This will provide you with more informative answers. However, multi-choice answers are still somewhat close-ended, so always be sure to provide an “other” option to capture any data you might miss.

Mix qualitative data with quantitative

Remember that the goal is to get inside your respondent’s head to learn more about what they need or want. Close-ended questions are sufficient if all you want is quantitative data. However, quantitative survey data is more valuable when given context. 

The best way to gain more context is by utilizing qualitative data. Open-ended questions are what’s going to give you this essential qualitative data. Be sure not to overdo the number of qualitative questions as they tend to wear respondents out. 

Use consistent and balanced rating scales

In this context, consistency refers to having the same type of answers on your scale. This could be important vs. unimportant or always vs. never. This consistency makes it easier for the respondent to answer the questions and ultimately complete your survey. 

In addition to this, balanced scales are ones that have the same number of negative and positive options. If you put out survey questions with unbalanced scales, you’ll end up with skewed data that is not as useful.

Test your survey

Pre-testing your survey will give you valuable feedback on some essential aspects of your survey questionnaire as a whole. From the pre-test, you can ensure your data and measurements are aligning with your overall goals. 

You can also tweak and improve specific questions that may be confusing based on the feedback you receive. 

The best way to get feedback on your survey question is by conducting short interviews. The key here is to make sure the interviewee is not familiar with the survey beforehand. Then you can get unbiased feedback. 

The last way you can test your survey is by running field tests to see if your survey is working mechanically. You don’t want to send out a survey just to find out it doesn’t even work. 

Other Survey Considerations:

If you follow all the tips above, you should have a useful survey that you can use to gain relevant data on your users. However, there are also some other considerations that you should take into account when creating your survey.

Screen respondents

You want to make sure the people you want to take your survey are actually the ones taking your survey. To do this, you first have to determine who your target user is. From there, you can use screening questions to filter out any respondents who aren’t part of this target group. 

An example of this is if you are doing a survey on coffee flavor. 

You are only going to want feedback from people who drink coffee, so you would put a question at the beginning asking if the respondent drinks coffee or not. If they don’t, then you would end the survey for them right there.

Utilize a smart structure

Another part to take into consideration is the structure of your survey. The goal is to get in the respondent’s head, but you also want them to complete the survey. Incomplete surveys can ruin your data. 

One way to help make sure they finish the survey is to ask general and easy questions at the beginning, complex questions in the middle, and then more basic questions at the end. This structure keeps the respondent from getting fatigued. 

Offer incentive to respondents

Offering incentives is a great way to get more responses. The incentives could be a physical gift, discount or premium prize. Incentives can even increase the quality of the responses. It is important to keep your target audience in mind here because incentives can be expensive. You don’t want the wrong people taking your survey. This can be a waste of money and can skew your data as well.

All in all, survey questionnaires can give you access to valuable data about your users. From there, you can look at ways to improve your user experience and better your business. If you found these tips helpful and are looking for more insights on how to improve your digital marketing efforts, contact Grade My Website today!

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