Brands that engage their customers with personalized video have the opportunity to collect feedback at different stages in the customer journey as part of the video experience. Surveying video viewers provides useful data on customer sentiment and satisfaction with not only the personalized video, but with the product and brand as well. These benchmark survey submission rates and best practices for surveying video viewers are designed to help you maximize survey efficacy.

1. BEST PRACTICES:
PERSONALIZED
VIDEO SURVEYS
Measuring Customer Satisfaction

2. VIDEO SURVEYSOVERVIEW
Including a survey with your personalized video
provides useful data on customer sentiment and
satisfaction with the video, product and brand.
Surveying viewers
also provides a
baseline for
user experience
optimization.

3. VIDEO SURVEYSOVERVIEW: BENCHMARKS
First, let’s benchmark
some survey metrics
to understand the
effectiveness of your
personalized video
surveys.
We’ve analyzed survey
submission rates
across a variety of
industries, devices and
personalized video use
cases.
of viewers submit
the survey
TOTAL SUBMISSION RATE:
19.8%
*Findings based on instances with data available from at least six SmartVideo programs.

4. VIDEO SURVEYSOVERVIEW: BENCHMARKS
Telco:
SUBMISSION RATE BY INDUSTRY
17.4% Insurance: 23.0%
SUBMISSION RATE BY DEVICE
23.0% 15.3%
SUBMISSION RATE BY USE CASE
21.7% 17.7%
Mobile:Desktop:
Onboarding
customers:
Video
bill:
*Findings based on instances with data available from at least six SmartVideo programs.

5. VIDEO SURVEYSOVERVIEW: BEST PRACTICES
The following best practices are
designed to maximize survey
efficacy.
Adhering to these guidelines will help you
increase the quality and quantity of your survey
responses, which you can then compare against
the benchmarked submission metrics.

6. VIDEO SURVEYSBEST PRACTICE: FOCUS
Focus on a single main
objective to ensure a
high response rate with
quality answers.
Work backward to write
your survey questions.
Think about what you
are going to do with the
answers and how are
you going to analyze the
survey, then write the
questions.

7. VIDEO SURVEYSBEST PRACTICE: FOCUS
Depending on your objective, questions can be
focused on the following:
Content and goals
of the personalized
video
Viewer experience
Net Promoter
Score / likeliness to
recommend brand
Usefulness of the
video’s message to
the viewer
Free text for feedback or suggestions on
how to improve the video and the overall
experience

8. VIDEO SURVEYSBEST PRACTICE: LENGTH
Limit the survey to five
questions or less in order to
increase the response rate.
We recommend three
questions to maintain a high
response rate.
Place the most important
questions first as the response
rate per question will decline
as the viewer moves through
the survey.
>>

9. VIDEO SURVEYSBEST PRACTICE: TIMING
Place the survey toward the end of the video
so that you don’t distract viewer attention
away from important video content.
We recommend the survey appear about
95% of the way through the video.
>>

10. VIDEO SURVEYSBEST PRACTICE: LOCATION
The location should be noticeable, but not the
main focus of the page.
On webpages and tablets:
place the survey
underneath or to
the side of the
player. If placing
to the side, keep
in mind which
direction the
viewers’ language
is read.
>>

11. VIDEO SURVEYSBEST PRACTICE: LOCATION
On smartphones:
Due to limited
screen size, the
survey should
be placed on the
landing page, below
both the video
player and CTA
buttons.
>>

12. VIDEO SURVEYSBEST PRACTICE: LOCATION
Submission rate by location
Both placement locations yield similar
submission rates, so also consider design and
configuration factors before deciding where to
place the survey.
survey submission
rate when placed
beneath the video
21.4% survey submission
rate when placed to
the side of the video
18.2%

13. VIDEO SURVEYSBEST PRACTICE: QUESTIONS
Keep your questions brief and
use words that are direct and
familiar to the respondents.
Do not use jargon, acronyms
or technical concepts.
Prioritize closed-ended
questions that can be
answered with a yes or no,
multiple choice options or a
rating scale. Include one open-
ended question for viewers to
provide additional feedback.
NO
YES

14. VIDEO SURVEYSBEST PRACTICE: QUESTIONS
Avoid leading questions so you don’t bias
respondents toward positive responses by
inserting your opinion into the question.
Avoid double negatives or double-barreled
questions. Ask one question at a time and use
simple sentences.
To maintain brand consistency, use the same
customer satisfaction questions or style of
questions as you do on other channels to make
easy, apples-to-apples comparisons.

15. VIDEO SURVEYSBEST PRACTICE: ANSWERS
Keep the answer scale consistent throughout
the survey and use an odd number to make data
analysis easier.
We recommend using a five-answer scale to
adequately capture the high and low ends of
the scale.
Make sure the response options are mutually
exclusive and don’t overlap.
Provide an option for additional feedback
so viewers can write about other important
information they’d like to provide.
>>
>>

16. VIDEO SURVEYSBEST PRACTICE: CTAs
Include calls-to-action and a survey. Each
personalized video is an opportunity to influence
consumer behaviors and actions with CTAs,
while also capturing a reading of customer
satisfaction with a survey.
We’ve found including and submitting a survey
does not impact the call-to-action take rate.
CTA take rates (via desktop)
take rate in videos
with a survey
26.4% take rate in videos
without a survey
27.8%

17. VIDEO SURVEYSSAMPLE QUESTIONS
Now that you’ve seen the video, how likely are
you to call customer service reguarding your new
[product or service]?
Extremely
likely
Very
likely
Somewhat
likely
Not
very likely
Not at
all likely
How helpful is this video in helping you
understand your online account?
Extremely
helpful
Very
helpful
Somewhat
helpful
Not
very helpful
Not at
all helpful
How likely is it that you would recommend
[company] to a friend or colleague?
0 1 2 3 4 5 6 7 8 9 10
1
2
3

18. Questions?
Contact your customer
success manager for
additional information
and help implementing
these best practices.
229 West 36th St. Floor 2, New York, NY 10018
www.sundaysky.com | T 212.929.8111

19. SundaySky’s personalized video marketing platform,
SmartVideo Cloud, enables brands to deliver scalable
one-to-one video experiences that foster long-term
customer relationships. The SmartVideo Cloud empowers
marketers to easily create, manage and optimize real-time
personalized video programs throughout the customer
lifecycle. AT&T, Comcast, Allstate and other industry-leading
brands partner with SundaySky to engage prospective and
current customers, resulting in higher revenue, lower costs
and deeper loyalty. SundaySky is headquartered in New
York with offices in Tel Aviv, London and Tokyo.
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