In order to achieve a high level of confidence in the results of online surveys, it is vitally important to maximize the percentage of potential respondents who actually complete the survey.
Here are 10 tips that will help you increase survey response rates.
- Tell potential respondents how long it will take to complete the survey. This should be included in the survey invitation. Be truthful. A maximum of 10 minutes should be the norm. Unless they have a significant financial or emotional stake in your company, many respondents will not complete a survey that takes longer than 10 minutes. If your survey exceeds this limit, find a way to pare it down.
- Tell potential respondents why you are conducting the survey. This should also be included in the survey invitation. Focus on the benefits to them such as better product assortment, better product availability, enhanced service, etc.
- Offer an incentive. Don’t rely on data only from those who participate out of the goodness of their own hearts. What could you offer to motivate those who might not respond without a chance for personal benefit? A discount on a future purchase? A drawing for an iPod or a prepaid gas card? Whatever you decide to offer, be sure to mention it in the survey invitation. (Note: as a rule, make the incentive optional. Not everyone wants an incentive, so include the ability to opt out.)
- Send the invitation at a good time. The best times to email the invitations are typically: (1) Tuesday – anytime; (2) Wednesday – early in the day; (3) Monday – midday. The worst times are Fridays and weekends.
- Make surveys as short as possible. Eliminate non-essential “nice to know” questions and include only the critical “must know” questions.
- Make questions clear and concise. Write the questions with the respondents in mind. Use as few words as possible. Avoid jargon. Make it crystal clear what you are asking. If a fifth-grader wouldn’t immediately understand the question, rewrite it.
- Make responses as easy as possible. Used closed-ended responses (radio buttons and check boxes) whenever possible. Minimize open-ended and ranking/allocation responses.
- Make the first page short and simple. Let respondents start answering questions right away. Don’t include detailed instructions on the first question. The quicker they can start responding, the more likely they are to complete the entire questionnaire.
- Send a reminder. Some people will take your survey right away. Others will need a follow-up email reminder with the survey link included. One reminder at the mid-point of the data collection period is best. Never send more than two reminder emails.
- Use a progress meter. Respondents typically like to know how close to completion they are as they work through the questions. Using a progress meter relieves anxiety and reduces the percentage of incomplete surveys.
The bottom line: Low survey response rates run a risk of basing important marketing and business decisions on an incomplete set of data. Use these tips to increase response rates and generate a high level of confidence in your online research.
