0
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 #KISSwebinar
Join the conversation on Twi er
@chuckjliu #KISSwebinar
Join the conversation on Twi er
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 Pe...
WATCH WEBINAR RECORDING NOW
5 Tips for Designing
Survey Questions
1
Lean Analytics Cycle
AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Lean is all about
identifying and
quantifying risk.
Don’t just ask
questions.
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
Completion
Rates
Survey Monkey: Does
Adding One More
Question Impact
Survey Completion
Rate?
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 contin...
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
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
!
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 sou...
Our Favorite Tools
and Workflows
4
Research Tools of the Trade
Our toolkit for ge ing survey’s done.
Typeform
Beautiful survey forms that display well
on web...
Book Resource: Improving Survey Questions: Design and
Evaluation
Questions?
Chuck Liu
UX Research Lead
KISSmetrics
@chuckjliu
cliu@kissmetrics.com
Thue L Madsen
Marketing Associate
KISSme...
THANK YOU
Chuck Liu
@chuckjliu
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
How to Get Survey Answers That Actually Help Your Business
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How to Get Survey Answers That Actually Help Your Business

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What do you want to learn?
Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Lean is all about identifying and quantifying risk.
Don’t just ask questions.
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
Completion Rates
Survey Monkey: Does Adding One More Question Impact Survey Completion Rate?
Industry Benchmarks
40% is awesome ! 30% is great ! 20% is good ! ~15% is expected !
What We See In Practice
Longer Surveys Decrease Completion Rates
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
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?
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 !
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 !
Google Has Dedicated Usability Opt Ins
Twitter Integrates In-App Opt-In Into Their Apps
Target Opt-Ins Based On People’s Behavior To Increase Chances of Response
2. In-App Pop-up !
GQ Asks about Subscription Friction
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 !
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 !
Our Favorite Tools and Workflows 4
Research Tools of the Trade Our toolkit for getting survey’s done.
Book Resource: Improving Survey Questions: Design and Evaluation

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Transcript of "How to Get Survey Answers That Actually Help Your Business"

  1. 1. Chuck Liu How to Get Survey Answers That Actually Help Your Business August 7th, 2014
  2. 2. Chuck Liu UX Research Lead KISSmetrics ! @chuckjliu cliu@kissmetrics.com Thue L Madsen Marketing Associate KISSmetrics ! @thuelmadsen tmadsen@kissmetrics.com
  3. 3. @thuelmadsen #KISSwebinar Join the conversation on Twi er
  4. 4. @chuckjliu #KISSwebinar Join the conversation on Twi er
  5. 5. What do you want to learn?
  6. 6. 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
  7. 7. WATCH WEBINAR RECORDING NOW
  8. 8. 5 Tips for Designing Survey Questions 1
  9. 9. Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
  10. 10. Lean is all about identifying and quantifying risk.
  11. 11. Don’t just ask questions.
  12. 12. Know what decisions you can make from these surveys.
  13. 13. Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC This is where we survey
  14. 14. 1. Keep surveys short ! Under 5 minutes is ideal
  15. 15. Completion Rates
  16. 16. Survey Monkey: Does Adding One More Question Impact Survey Completion Rate?
  17. 17. Industry Benchmarks
  18. 18. 40% is awesome ! 30% is great ! 20% is good ! ~15% is expected !
  19. 19. What We See In Practice
  20. 20. 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
  21. 21. A 5 Question Screener That I Did Recently
  22. 22. 14% CTR from Nudge to Screener ! 202 Responses in 7 days ! 202 Opt-Ins for further studies ! !
  23. 23. By the way… ! Satisfaction surveys see 10% or lower response rates
  24. 24. 2. Start broad then get detailed ! Satisfaction -> specifics
  25. 25. Broad questions
  26. 26. How satisfied are you?
  27. 27. What is your primary motivation?
  28. 28. What best describes why you came here today?
  29. 29. Specific questions
  30. 30. What is your experience with using X?
  31. 31. How satisfied are you with X/Y/Z?
  32. 32. 3. Ask what you need to know ! Avoid what’s nice to know
  33. 33. What do you want to learn?
  34. 34. What are you going to DO with this survey data?
  35. 35. It’s easy to let additional questions creep up. Resist the urge!
  36. 36. 4. Avoid hypothetical questions
  37. 37. Would you buy X if we offered it?
  38. 38. Would you use X if we offered it?
  39. 39. Instead, ask people about their CURRENT experience, frustrations, or workarounds to their problem.
  40. 40. 5. Test survey internally
  41. 41. Startups have smaller customer counts. Surveying multiple times gets interpreted as spam.
  42. 42. Dry runs with your team are a great way to check if anything is confusing.
  43. 43. 3 Ways to Get Surveys In Front of People 2
  44. 44. 1. Email ! It works if you can write good headlines.
  45. 45. Apple ’s satisfaction survey uses plain text for simplicity
  46. 46. General Assembly’s HTML emails look too automated
  47. 47. Plain text works best. ! Looks like a real person wrote it.
  48. 48. 2. In-App Opt-In ! Ask people if they’d like to participate
  49. 49. Google Has Dedicated Usability Opt Ins
  50. 50. Twi er Integrates In-App Opt-In Into Their Apps
  51. 51. Target Opt-Ins Based On People’s Behavior To Increase Chances of Response
  52. 52. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  53. 53. 2. In-App Pop-up ! Interrupt people during their experience (these are the ones that we all hate.)
  54. 54. Qualaroo Pop Up for GQ Asks about Subscription Friction
  55. 55. Qualaroo Pop Up for Logitech Asks for Use Cases
  56. 56. 3 Strategies for Segmenting Survey Results 3
  57. 57. Demographic segmentation is the norm, but only if it actually helps.
  58. 58. 1. Platform ! PC-Laptop / Phone / Tablet ! iOS / Android / Windows / Blackberry ! App Versions !
  59. 59. Segmenting by Device Type
  60. 60. Another Example of Segmenting by Device Type
  61. 61. 2. Time of Survey Response !
  62. 62. Segmenting by Time Survey Was Completed
  63. 63. Zendesk Uses Time of Survey To Send Surveys At Times That Have Higher Response Rates
  64. 64. Zendesk Figured Out “Not Work Hours” Worked Best
  65. 65. 3. Cross-Reference with Analytics !
  66. 66. Cross Reference Analytics Data with Survey Data to Get the Whole Picture
  67. 67. Features used / products bought ! Frequency of visits ! Tenure - how long has this customer been around? ! Acquisition source - how did this person discover my business? !
  68. 68. Our Favorite Tools and Workflows 4
  69. 69. 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
  70. 70. Book Resource: Improving Survey Questions: Design and Evaluation
  71. 71. Questions? Chuck Liu UX Research Lead KISSmetrics @chuckjliu cliu@kissmetrics.com Thue L Madsen Marketing Associate KISSmetrics @thuelmadsen tmadsen@kissmetrics.com
  72. 72. THANK YOU Chuck Liu @chuckjliu
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