Join us as we delve into:
- The critical role of good design is in ensuring the success of your survey.
- The do's and don'ts that define a fruitful design period.
- The underestimated influence of text and phrasing on survey effectiveness.
- Valuable best practices for hands-on involvement in survey creation.
Neglecting your design means you’re losing data
Creating a survey is more than just questions and checkboxes. You must also consider the visual experience for your target audience.** The better that visual experience, the better the data you get. ** A visually appealing survey has a very subtle impact on your respondents and encourages them to respond and interact more thoughtfully.
Today, it's already a win when someone takes the time to click on your survey link. But the journey shouldn't stop there. If your survey looks like it is stuck in the 2000s, then you can say goodbye to the golden insights you are looking for.
According to Florian Myter, cofounder of Weave.ly, it all starts with finding the right tool. We can't all be equally good at design, and we don't have to be. The right tools will help get you on the right track.
Make your surveys pop without going overboard
Let's talk a bit about finding the right balance with your survey design. Your survey can be brought to life when you use visuals correctly. The trick lies in ensuring your visuals are not just there for show, but serve a purpose. Your graphics should support a question, and not just be on the side because a lot of work has gone into that.
Along with success stories, of course, there are also blunders. The biggest no-go according to Florian? Repeating irrelevant questions. "Make sure that you use conditional logic, which is built into most survey tools, only to show relevant questions to the user because that is a pet peeve."
Don't go all Picasso on how forms and surveys should function. The basics are the basics for a reason. Certain buttons belong together as a dynamic duo. Redesign the look and feel around your survey, but leave the basics as they are.
Language speaks volumes
The success of a survey doesn’t only depend on visuals, but also on language and text choices. Florian categorizes these into two main elements: phrasing and the strategic use of text.
Delving into the use of text, ** answer piping** takes center stage. By utilizing a respondent's previous answer to shape the next question, you create a personalized connection. For instance, starting with a friendly "What is your name?" and seamlessly incorporating it into subsequent questions adds a touch of individuality.
When it comes to phrasing, key considerations include making questions personal and engaging respondents' imagination.
- Shift from "Which of these packages do you like best?" to "If you saw these packages in your local supermarket, which one would you buy?” - creating a more personal and coherent story.
- Encourage imagination by asking, "Imagine someone stocked your refrigerator with your favorite soft drinks. Which soft drinks would they be?" This not only enhances clarity but adds a fun element for respondents.
- Additionally, boost engagement by transforming a straightforward question like "How many soda brands do you know?" into a challenge: "How many brands of soda can you guess?"—tapping into the natural inclination to maximize guesses.
So, how do I get started?
Your survey is a digital product like any other. The key? Understanding your audience. Design based on what they have taught you about themselves, or what you discover through research.
Think of Gen Z, for example. You don't address them at all with a survey that you also send to an older target audience. With Gen Z, gamification is the word that should be in bold, circled, and in the spotlight during the design phase. With an older target audience, words like strict, functional, and no-nonsense play a big role when you design.
Also, try to A/B test with your design. Test two versions, and see which one appeals most to your audience. That way you can iterate when necessary and you'll know which version delivers the best insights. A little A/B testing never hurt anybody, right?
In need of design magic? Let’s make it happen together! Book a meeting and tell us all about your story.