Improve User Experience With Surveys

You’ve most likely taken a survey in the recent past for an experience you had using a service. Did you know that this information will likely be used to improve your next visit? Surveys can be a great tool to create a better user experience for your website’s visitors, increase visits and  extend the amount of time people stay on your site.

The good news is that it’s super simple to create an effective survey. Tools like Mailchimp and Survey Monkey offer plans aimed at small businesses and non-profits to help you better understand your visitors and create a better overall user experience.

So let’s start planning what and who you’re going to ask.

Offer an Incentive

Don’t forget that it takes time to complete a site survey and people will probably have better things to do. It’s easier to lure a fly with honey and the same is true for people. If you don’t have a lot of cash on hand, there are things you can do to sweeten the pot.

Start by offering a discount at the store for people who complete the survey, you can send post survey email out with a discount code they can carry with them or use online. This also encourages additional visits. Another great incentive is giving a free yearly (or if you’re feeling really generous, lifetime) membership to a randomly selected participant. 

Remember that if you’re offering incentives, you’ll need to get at least the email address of the participant, meaning that the survey will no longer be anonymous

Keep the Questions Relevant

It’s easy to get lazy and ask questions that are overly broad like ‘What do you think of our collection?’. The problem is that this doesn’t focus the respondent to give honest feedback about their experience. 

Consider using scale question, such as ‘On a scale of 1-10, do you feel that our collection is representative of our local community?’. A question like this gives the participant a specific point to reply to. You can also include a comment box underneath so they can make suggestions.

If you’re asking about the website, try to be as specific as possible. Remember that most people don’t know what a Header or Footer are, but they will be able to answer if items were easy to find or if there were any questions that they were not able to get an answer to on the site.

Ask Real Visitors

While it may be tempting to post your survey all over social media, it’s best to keep this one to people who have actually had contact with the content in question. These may be people who have spent over 5 minutes on the website, or actual visitors to the museum.

Give visitors a flyer with the survey url and ask them to take a quick look around the website. You can also target website visitors with an unobtrusive popup. Make sure you’re clear about the objectives of the survey and why it’s important that they participate.

I hope this short post has given you the incentive and confidence you need to roll out a survey of your own. If you have any questions or suggestions, let us know below!

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