— Dean, Marketing Manager

Summary of Advice Received

How to Increase Survey Response Rates

by Meryl K. Evans, eNJ Editor

Dean, many readers asked for clarification because the solution depends on your target market, what questions are asked in the survey and for what purpose the survey is being used. Not to fret, readers provided the following suggestions on things to think about when creating a survey or questionnaire.

• Review your target market

• Keep the survey simple

• Let survey takers know What’s in It for Me (WIIFM)

• Evaluate the prize/gift

Review your target market

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Dave Clark, butterfly tamer with Vocal Varieties, asks about the target market.

"What is the target market? Are those people turned off by doing surveys? The prize doesn't appeal to them? Is there a way of tracking how many have responded to ANY contact the client has tried to make with them? You might be giving away the cure for cancer, but if the target group doesn't like surveys or being identified — you're not going to achieve much. Perhaps how the surveys are distributed could be approached. Is there a way for people to find out who wins the prize so they can see that it's not a scam?"

Perhaps, it's necessary to let readers know they will remain anonymous. Give them the option of not providing their name and contact information unless there is a prize involved. Oh, and state this before they are whisked to the survey.

Keep the survey simple

How many times have you found yourself willing to complete a survey, only to find out it's a mile long? Shorter surveys are more likely to get better response rates than long ones. Post the approximate length of the survey. If it's short, say something like, "Please fill out the one-minute survey so we know how to better serve you."

Jennifer Saunders, vice president of marketing with Huthwaite, explains how to keep the survey short.

"You could try a couple of tactics:

1. Keep it short and sweet. Don't ask more than five questions. When people see a long survey, they tend to run screaming.

2. Make at least half the survey multiple choices (again, short and sweet).

3. Send an email reminder — including a link to the survey — seven days after you send the initial survey.

4. Ask for your customers' help in your intro. Something like, 'Can you help us? We need your insights!'"

Shawn Merwin, eMarketing advisor with Informz, Inc., also supports simpler surveys.

"The biggest enticement for most customers is a simpler survey. I suggest running two versions of the survey: one survey set up as normal and the other asking only 20 percent of the questions you are currently asking. Check what the difference in completion rate is.

"Next iteration, run a survey as normal and a second version with 40 percent of the questions. Find the rate where the most significant drop-off in completion is, and start altering your surveys to contain an amount of content that still elicits feedback while answering your clients’ most important questions. It's great to get a lot of in-depth feedback, but you only get that feedback if people are actually answering the survey in the first place."

It's more work, but this A/B style of testing pays off. It lets you determine what works the best.

Let the survey takers know What's in It For Me? (WIIFM)

Too many surveys focus on the company giving the survey and don't bother telling the survey takers how they benefit from completing the survey. Patricia Sonego, sales and marketing director at Accurate Imaging, Inc., recommends reviewing how you're asking the audience to complete the survey.

"In general, people are motivated to do something, such as fill in a questionnaire, because there is:

1. a direct benefit to them;

2. they have had a really positive experience with the company and want to give back for all the great service they received; and

3. they feel they are somehow contributing to the greater good of mankind.

"Ask yourself a couple of simple questions and then re-write the request. Who is your target audience? What is important to them? How will they benefit from filling in the questionnaire (not how will the company benefit!)? What kind of a statement could I make to them to let them know the company has customer relations as a top priority? How can I thank them appropriately? What could I realistically offer as a ‘token of our appreciation?' Is the promise of the draw entry a turn off? How can I let them know the importance of their contribution?

"Remember, you are speaking to an individual who has established a relationship with the company. Use the language of the customer — words, phrases, issues important to him/her — and make him/her feel important."

Evaluate the prize/gift

When you see a survey that says it will enter your name into a drawing for $100, what do you think your chances of winning are? Does that prevent you from completing the survey? Richard Wildanger, president of Winning Edge Research, believes most survey takers believe the odds are against them.

"I've never been a fan of being promised an often lightweight 'summary of the results.' One near universally-attractive, useful and budget-conscious incentive is a Starbucks coupon ($3 to $5) for each respondent. Also, awhile back, Blockbuster Video would provide free 2-for-1 rental coupons. The cost was only sending them to respondents. Both of these approaches increased response rates five to six times."

Another reader asks about the prize. What is it? Maybe the prize is less valuable than the respondents’ time to complete the survey. Or the survey could be too personal.

"Offer another small prize if people send you an email when they DON'T fill out the form. Ask them WHY they didn't want to fill out the form. Collect enough of these, and you have the answer to your question. Or if you want immediate gratification, print out the form and go outside and stop 10 to 15 people and tell them you're taking an opinion poll and you're offering a coupon for the doughnut shop across the street (or wherever). They could read the questionnaire and tell you whether or not they would fill it out. And if not, ask why.

"The next step is to collate the information you have gathered from your surveys and publish it in survey form as per the original. I find people respond when you hit the right buttons. If the prize is desirable and the survey is not so long as to be considered 'a pain,' then the answers you get should guide you in what customers want from your company. Sometimes the price point is too high or the ad has not been written to point out features that would make this product a better buy than something else.

"As you well know, two products can be the exact same thing, only in different packages, and the one that sells the most will be the one that is 'sold' to the customer through the ad. Perception is reality, so if someone perceives that something is 'better' (even if it's not), they're going to buy."

 John Coon, owner of koolproducts4u.com, thinks providing a gift is a good idea.

“Offer a gift like an ebook or special report that most of the survey takers would like or want. The offer should be up front before the fold on your Web page and in bold type. The thing is: They cannot download the gift without FIRST completing the survey.”

The next time you decide to do a survey, it helps to understand your target market, keep the survey short, do A/B testing, if possible, to see what works, tell the audience what they get from doing the survey and research a gift or prize offering. Take these steps and you’re well on your way to better response rates.

Meryl is the Content Maven behind meryl.net, helping companies increase business through simple words that make a big impact. Contact her to discuss your business needs.