Do not know what your client needs - ask

    It is important to determine what kind of goal you set for yourself when starting a survey. You are not a researcher and you are not faced with the task of collecting an array of statistical information.

    By launching a survey, you should already be prepared to take action immediately, i.e. You must prepare appropriate plans for each survey option. If you think it is impossible to predict such options, you need to carefully review your approach to this procedure.

    What can be considered a successful survey?

    If about 40% of users answered your questions, you have achieved an amazing result. The normal level is considered to be 15-20% of users.

    A few simple rules in order to get the most out of polls:

    1. Polls should be short

    The graph below shows the relationship between the number of questions and the number of users who answered all the necessary points. It clearly shows the inverse relationship between the number of questions asked and the number of users who answered them.



    In addition, time frames are of great importance, the critical limit is five minutes. Timing is really important: as statistics show, a critical drop in the number of users who answer your questions begins after overcoming the barrier of 15 points in the questionnaire. The optimal number is about 5-8 questions, it is with such a size that there is a chance that the number of respondents in percentage terms will correspond to “industry standards”.

    Therefore, you should choose exactly those questions that will bring you the most useful information.

    2. Questions should consist of two parts.

    The more clearly the question is formulated and the more detailed the instruction is given, the more likely it is to obtain the necessary data. The shorter the question, the easier it is for perception. It is worth remembering that short-term memory most effectively saves 5-7 objects. In order for the user to quickly navigate the question and give the answer in the form that you need, it is enough to divide the question into two conditional parts:

    The first part is introductory:in it you should orient the client what is at stake. For example, if you collect information about the education of your visitors, then the wording “What kind of education do you have?” Will suit you. The wording must be accurate and avoid double interpretations.

    The second part is instructions: in this part you must tell the visitor what exactly he should do to answer the question. Select one or more of the options presented, indicate data in a specific format, or rate something on a scale. This part saves the user from the need to spend time and effort understanding what is required of him, and significantly increases your chances of getting the necessary information.

    3. Ask for exactly what you need.

    Starting a survey, you should have a certain hypothesis, which you plan to confirm or refute thanks to the data. Accordingly, each question in the form should bring you closer to the goal.

    Avoid general and introductory questions that do not carry specific information; avoid duplicate questions. In addition, do not exclude questions for which answers may be unpleasant to you. Your task is to collect information useful for the development of the site, and not laudatory reviews about your work or the work of colleagues.

    4. Do not use assumptions

    The question “would you buy it if it met all your requirements?” has an obvious answer. The question "How do you feel about hypothetical design changes?" drives the user into a stupor, as he does not imagine how convenient this or that feature will be until he tests it personally.

    The survey should bring you useful information about the current state of affairs. If you want to know the opinion of users about some innovation, combine the survey with A / B testing, providing the visitor with the page in the form that you want to evaluate.

    5. Ask about the quality of the test.

    In order not to wait for the meaningless, poorly executed test completion, you can simply ask the user how clear the questionnaire is and whether there were any difficulties in answering the questions posed. In the event that you receive a significant amount of feedback that it is difficult to give an exact answer to your questions, you need to make changes to your wording.

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