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