The Different Types of User Feedback Surveys

We covered a lot about the importance of user/customer feedback in chapter 1. In this chapter, I will be briefly covering the different types of user feedback surveys that you can start using today. It’s always a good practice to start implementing surveys within your marketing funnel as early as possible to lay out the initial foundation. It shouldn’t end there. Running user feedback surveys is like optimizing your website. You have to tweak and test constantly, so that you can get the most out of every single survey you send.With that said, let’s cover the different type of user feedback surveys that you can start setting up today.

Long Form Surveys

Long form surveys are the type of surveys that you receive in your email from companies that require you to go to an external link to answer a series of long questions. We see these in our inboxes every single day. Companies of all size use them to conduct user research. These type of surveys tend to work best when there is some sort of incentive involved. For example, a lot of companies like WeWork will ask you to complete a long survey in exchange for a free $100 Amazon gift card.

Neil Patel does the same with his HelloBar. When you log into HelloBar’s dashboard, you will see a modal pop up that ask you to go through a 60 minute survey interview in exchange for an Amazon gift card.

The good thing about traditional long form surveys is that you can get a lot of valuable information out of one individual. Instead of just asking a few questions, you can go in depth and the user will most likely answer all the questions because there is a reward involved. It’s a great way of conducting a long form of research for you to gain the most insights for solving the problem. Another advantage of long form surveys is that you can obtain a broad range of data (e.g., attitudes, opinions, beliefs, values, behavior, factual). With long form surveys, you can drill down the main piece of puzzle you are trying to solve.

Now, there’s also a lot of downside of long traditional surveys. Most of these surveys receive a very low response rate. When Kapost sent a survey to 23,310 marketers, only 1.1% of people completed it. That’s a horribly low response rate, but it’s actually very common. Most surveys are blasted to everyone on a huge list with little context. Customers don’t care enough to respond.

Short Form Surveys (One-Click)

The alternative to long traditional surveys are short one-click surveys. One-click surveys also known as in-line surveys receives a 4-6x higher response rate compared to traditional surveys.

At YesInsights, we send a one-click survey to everyone that signs up for our free trial in the initial onboarding email. Out of everyone that opens the email, 50% of them will click on a response.

There are 5 big advantages of using inline email surveys:

– It feels like a natural part of your email content
– Customers can respond painlessly with one click
– You don’t have to send extra emails asking leads to take a survey
– It’s straightforward and gets to the point.
– It’s literally the most scalable, yet non-intrusive way to get customer intel.

And if you ask the right questions, you can actually get people to recommend your product even if they never convert to a paid customer. It’s very powerful. Another trick that you can use that is also used by a lot of our customers is by embedding this survey within your drip email or onboarding email campaigns to nurture the customer throughout their lifetime.

Another strong use case for one-click surveys is using it in your post transaction emails. You can use this to figure out what other products that your customers might want to purchase next. A good question would be, “Which of the following products might you be interested in purchasing next?” Once the customer selects a product, you can trigger an email with a discount code for those specific type of products. This will help you increase sales and revenue.

Net Promoter Score (NPS) Surveys

Net Promoter Score surveys are considered to be a short form survey because it is still based on the one-click survey theory. The Net Promoter Score (NPS) was established by Bain & Company in 2003 to help companies measure and evaluate customer loyalty. Fred Reichheld, a partner at Bain & Company, created a new way of measuring how well an organization treated the people whose lives it affected.

The NPS works by sending a quick, one question survey to your customers that asks them:

“How likely is it that you would recommend *Company name* to a friend or colleague?”

The question has a 1-10 rating scale for respondents to answer. With 10 being extremely likely to recommend and 1 being not at all likely. See the picture below to see a sample of a NPS survey looks like. Here are a few advantages to using a NPS survey:

Easy to use – A NPS survey is easy to send and easy to receive quick feedback. It’s similar to our one-click survey where your customers can easily select a response and it will be logged. This results in a much higher survey completion rate because it reduces the barrier to completing a survey. A traditional survey requires people to click on a link, then go to another site, and complete a long survey. With one-click surveys and NPS survey, the customer can just select an option and not have to worry about hitting reply and typing up an email to give customer feedback.

Easy to follow up and plan ahead – NPS practitioners typically share customer feedback very quickly after it is received. They quickly ask managers or frontline employees to contact every customer who gives an unfavorable score (a detractor), to identify the customer’s concerns, and to fix the problem whenever possible. Frontline managers and senior leaders use NPS data and customer comments to inform decisions about process changes, new products and other innovations.

Simple and Straightforward – The Net Promoter Score is a single number that can be tracked from week to week and month to month, just like net profit. As with net profit, of course, a company’s Net Promoter Scores can be broken down however you wish—by business line, by store, by product, even by individual customer-service rep. Customers usually don’t have to think too much. It’s so easy that even a 10 year old can understand it.

Website Widget Feedback Surveys

Website widget feedback surveys are the little sliders that slide in with a simple survey when you visit a website or an app. This is one of the most powerful survey tools out there. It appears in the form of a one-click survey where only one question is displayed.

Usually with a good website feedback widget tool, you’re able to only have the survey appear on certain pages of your website. This is important because it will help you gain actionable feedback for those specific page.

Another thing to look for is a website widget feedback tool is the ability to segment and perform certain actions based on the response of the survey. For example, you might have a website feedback widget appear on a specific blog post. The question might ask, “Did you find this content helpful?” If the user selects “YES”, you should be able to prompt them to entering their email. That way you can collect emails as well as gain actionable feedback.

Another great place to use website widget feedback surveys would be in your e-commerce post check out pages or certain PPC advertising landing page that your potential customers might be landing on. If used correctly, website widget feedback surveys is one of the most powerful ways to run A/B testing and getting the most out of your user feedback results.

SMS Surveys

I’m pretty sure most of us have their phones with us everywhere we go (even in the shower). Text message is something that people check regularly. There aren’t too many companies out there that are offering or applying SMS surveys, but it can be another way for you to gain actionable user feedback.

I’ve seen enterprise companies like AT&T send out regular Net Promoter Score SMS surveys, and I did reply to it. It can be a powerful tool for the near future.

Which survey type you decide to implement depends on several factors, including what you’re trying to learn and who you’re hoping to learn from. We’ll cover this more thoroughly in the later chapters. While each type has its strengths and weaknesses, context is really the key here. You want to ensure that you’re asking the right questions and planning ahead of time before sending out your first survey. There isn’t a right or wrong survey, but there’s most definitely a right or wrong survey for a specific data point that you are trying to gather.