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Chuck Liu
How to Get Survey Answers
That Actually Help Your
Business
August 7th, 2014
Chuck Liu
UX Research Lead
KISSmetrics
!
@chuckjliu
cliu@kissmetrics.com
Thue L Madsen
Marketing Associate
KISSmetrics
!
@thuelmadsen
tmadsen@kissmetrics.com
@thuelmadsen #KISSwebinar
Join the conversation on Twi er
@chuckjliu #KISSwebinar
Join the conversation on Twi er
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
What do you want to learn?
1 5 Tips for Designing Survey Questions
Email
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
WATCH WEBINAR RECORDING NOW
5 Tips for Designing
Survey Questions
1
How to Get Survey Answers That Actually Help Your Business
Lean Analytics Cycle
AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Lean is all about
identifying and
quantifying risk.
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
Don’t just ask
questions.
How to Get Survey Answers That Actually Help Your Business
Know what
decisions you
can make from
these surveys.
Lean Analytics Cycle
AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
This is where	

we survey
1. Keep surveys
short
!
Under 5 minutes is ideal
How to Get Survey Answers That Actually Help Your Business
Completion
Rates
Survey Monkey: Does
Adding One More
Question Impact
Survey Completion
Rate?
How to Get Survey Answers That Actually Help Your Business
Industry
Benchmarks
40% is awesome
!
30% is great
!
20% is good
!
~15% is expected
!
What We See In
Practice
Longer Surveys Decrease Completion Rates
We’ve tried them all. Here’s how our survey completion rate looks based on continuous surveying.
CompletionRateofSurveys
0
10
20
30
40
1 2 3 4 5 6 7 8 9 10
# of Questions
A 5 Question Screener That I Did Recently
14% CTR from Nudge to Screener
!
202 Responses in 7 days
!
202 Opt-Ins for further studies
!
!
By the way…
!
Satisfaction surveys see 10% or
lower response rates
2. Start broad
then get detailed
!
Satisfaction -> specifics
How to Get Survey Answers That Actually Help Your Business
Broad questions
How satisfied are
you?
What is your
primary
motivation?
What best
describes why
you came here
today?
Specific
questions
What is your
experience with
using X?
How satisfied are
you with X/Y/Z?
3. Ask what you
need to know
!
Avoid what’s nice to know
What do you want to learn?
What are you going to DO
with this survey data?
It’s easy to let additional questions creep up. Resist the urge!
4. Avoid
hypothetical
questions
Would you buy X if
we offered it?
Would you use X if
we offered it?
Instead, ask people about their CURRENT experience, frustrations,
or workarounds to their problem.
5. Test survey
internally
Startups have smaller customer counts. Surveying multiple times
gets interpreted as spam.
Dry runs with your team are a great way to check if anything is
confusing.
3 Ways to Get
Surveys In Front of
People
2
1. Email
!
It works if you can write good
headlines.
Apple ’s satisfaction survey uses plain text for simplicity
General Assembly’s HTML emails look too automated
Plain text works
best.
!
Looks like a real
person wrote it.
2. In-App Opt-In
!
Ask people if they’d like to
participate
Google Has Dedicated Usability Opt Ins
Twi er Integrates In-App Opt-In Into Their Apps
Target Opt-Ins Based On People’s Behavior To Increase
Chances of Response
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
2. In-App Pop-up
!
Interrupt people during their
experience (these are the ones
that we all hate.)
Qualaroo Pop Up for GQ Asks about Subscription Friction
Qualaroo Pop Up for Logitech Asks for Use Cases
3 Strategies for
Segmenting Survey
Results
3
Demographic segmentation is the norm, but only if it
actually helps.
1. Platform
!
PC-Laptop / Phone / Tablet
!
iOS / Android / Windows / Blackberry
!
App Versions
!
How to Get Survey Answers That Actually Help Your Business
Segmenting by Device Type
Another Example of Segmenting by Device Type
2. Time of Survey
Response
!
Segmenting by Time Survey Was Completed
Zendesk Uses Time of Survey To Send Surveys At Times
That Have Higher Response Rates
Zendesk Figured Out “Not Work Hours” Worked Best
3. Cross-Reference
with Analytics
!
Cross Reference Analytics Data with Survey Data to Get
the Whole Picture
Features used / products bought
!
Frequency of visits
!
Tenure - how long has this
customer been around?
!
Acquisition source - how did
this person discover my
business?
!
Our Favorite Tools
and Workflows
4
How to Get Survey Answers That Actually Help Your Business
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
Book Resource: Improving Survey Questions: Design and
Evaluation
Questions?
Chuck Liu
UX Research Lead
KISSmetrics
@chuckjliu
cliu@kissmetrics.com
Thue L Madsen
Marketing Associate
KISSmetrics
@thuelmadsen
tmadsen@kissmetrics.com
THANK YOU
Chuck Liu
@chuckjliu

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