We know that survey dropouts are a headache. It’s frustrating when participants quit before finishing because it can delay the project and cause quality issues. The good news is that there are ways to improve survey engagement and collect better data.
The key is understanding what makes a survey engaging and how to create a good experience for participants. Here are some strategies to boost survey completion rates and get more reliable survey insights.
Tracking and measuring survey engagement
One way to track engagement is by identifying where respondents quit the survey.
Frank Kelly, Market Research Practice Lead at Virtual Incentives, says that specific questions often cause participants to get annoyed and drop off. Finding these points can help fix big issues in the survey.
Another method is using attention-check questions. These can be trick or repeated questions with reversed scales to see if respondents pay attention. Logic checks, like comparing answers to related questions, can also catch inconsistencies. For example, if a respondent says that his sister is jealous of him because he is an only child, that’s a red flag.
Analyzing the quality of open-ended responses can also reveal the participants’ engagement level. Consistent, thoughtful answers indicate engagement, while random or nonsensical responses suggest otherwise. Open-ended responses quickly identify those that are just doing the bare minimum to get through.
“If they give you gibberish or just one-word answers, they’re probably not engaged,” Frank says.
Addressing engagement challenges
Several issues can hurt survey engagement, from technical problems on mobile devices to poor survey design. Since many surveys are taken on mobile phones, lengthy text blocks or tricky navigation can frustrate respondents.
One way to improve mobile survey experiences is to optimize the layout for small screens. Use larger fonts and clear buttons, and avoid complex grids or tables that require extensive scrolling or zooming. Test surveys on various devices to ensure they function smoothly and are easy to navigate.
Redundant questions are another common issue. Researchers will often ask the same question with only one word different such as asking about brands they considered versus brands they preferred, respondents find that annoying.
Frank notes, “People hate redundancy. It drives disengagement.”
Instead, use a mix of question types and keep the survey varied and interesting.
Balancing data and survey length
One big mistake in survey design is to miscommunicate the length of the interview.
Frank emphasizes, “Many surveys have different paths that you can take based upon your answers. In some cases, what is a 10 minute survey for one person is a 20 minute survey for someone else”. Survey incentives should be based upon the number of questions answered to avoid disincentivizing people from providing honest answers when they know that certain answers will prolong the survey.
Keeping surveys short while gathering enough data is tough. Studies show that a well-designed survey can last a long time without losing engagement. Interesting and relevant topics play a big role.
Frank says people are much more interested in talking about TV shows, new products, or sports teams than about the brand of toothpaste they use.
Some studies show that respondents will stay engaged in longer surveys if the design and topic are compelling. One way to achieve this is by breaking surveys into sections with clear, engaging headers. This helps maintain a logical flow and keeps respondents interested throughout.
Common mistakes in survey design
Technical issues, like placing the “next” button below the fold on mobile screens, can hurt completion rates. Ensuring straightforward navigation helps respondents complete the survey on any device. Poor navigation can lead to respondents getting stuck or confused, causing them to abandon the survey.
At the beginning of the survey, clearly state how long it will take and what respondents will earn. Setting expectations upfront helps reduce the likelihood of respondents quitting halfway through. Transparency about the survey length and rewards can build trust and encourage completion.
Read More: Survey Incentives and Amplifying the Respondent Experience
Another common mistake is failing to pilot test the survey. Running a pilot test with a small group can help identify any confusing questions, technical issues, or areas where respondents lose interest. Researchers can use this feedback to refine the survey before it’s distributed to a larger audience.
Designing quality surveys
Poor design frustrates respondents, especially if they feel their opinions are not valued. The rise of DIY survey platforms has led to a drop in survey quality as non-experts design them.
However, new AI tools are helping improve survey design by suggesting better answer choices and avoiding redundant questions.
“AI can ensure you always have a full range of answer choices and suggest options you might not have thought of,” says Frank.
Offering a range of answer choices, including options like “don’t know” or “other,” can help avoid frustration. Another aspect of quality is the clarity of questions. Questions should be straightforward and free of jargon.
Complex language can confuse respondents and lead to disengagement. Using simple, direct language ensures that all participants understand the questions, regardless of their background or education level.
Modular surveys and behavioral overlays
Breaking up surveys into shorter sections boosts engagement. Respondents often prefer two 15-minute surveys over one 30-minute survey. This approach helps maintain attention and data quality.
Using existing data about respondents, like purchase history or TV viewing habits, can make surveys more relevant. This pre-qualification saves time and reduces unnecessary screening questions.
For example, if you know a respondent has purchased a specific product, you can tailor questions to their experiences with that product, making the survey feel more personalized and relevant.
Modular surveys also allow for a more dynamic survey-taking experience. By chunking surveys into smaller parts, respondents can take breaks between sections. This reduces fatigue and helps maintain high-quality responses throughout the survey. This approach can help identify specific sections where respondents might drop off, allowing for targeted improvements in those areas.
Re-engaging disengaged respondents
To re-engage respondents who have become inactive, try gamifying the survey process. Offering incentives, like bonuses for completing multiple surveys or monthly rewards for active participation, can help maintain interest.
Providing feedback can also be effective. While sharing full survey results isn’t always possible, offering insights or interesting facts related to the survey topic can keep respondents engaged and motivated for future surveys. Sharing a fun fact or a brief result at the end of the survey can make the experience more rewarding.
Another strategy for re-engagement is to use high-incidence surveys to bring disengaged respondents back. High-incidence surveys are about topics that many people will qualify for, making them less frustrating and more likely to result in a positive experience. Once respondents are re-engaged, they may be more willing to participate in more targeted surveys.
The role of AI in survey design
AI is set to play a major role in improving survey engagement. While not yet widespread, AI tools are increasingly used to design surveys and engage respondents with probing questions and better answer choices. These tools can create more interactive and engaging survey experiences, leading to higher-quality data.
AI can also help analyze open-ended responses more efficiently. Using natural language processing, AI can categorize and summarize large volumes of text responses, providing deeper insights into respondent opinions. This can save time and uncover trends that might be missed with manual analysis.
Additionally, AI can personalize surveys in real time. AI can adjust questions based on initial responses to be more relevant to the respondent.
Moving forward with better survey engagement
Boosting survey engagement involves good survey design, understanding respondent behavior, and using new technologies.
The best surveys track engagement, balance survey length with comprehensive data, and address common design flaws. This leads to higher completion rates and ensures the data collected is reliable and actionable.