About to write your visitor post-event feedback survey? Step away from that survey until you have read Explori’s five tips below:
1: Send it out in a clean, simple email
For best response, now is not the right time for an email with all the whistles and bells. Keep it simple and focus your message just on your survey. Even if you have an incentive to respond such as a prize, this should still be secondary to the call to action for the survey. Get rid of any links apart from your survey and opt-out.
2: Allow the wrong people to escape
If you are looking for a response from a particular group – in this case visitors to your exhibition or event, then provide an exit route for those who do not fit into this group. Make your first question a screening question like: Did you attend The Pineapple Tradeshow at NEC Birmingham as a visitor?
Route anyone who answers “no” to an exit page, ideally with some information as to how they CAN actually give their feedback. If you force people to answer questions that are not relevant to them, they are likely to hit random answers and reduce the quality of your visitor feedback data. And they won’t thank you for wasting their time.
3: Keep your pages short
Increasingly visitors are completing surveys on their mobile devices, so keep each page short so they don’t get scroll fatigue. This generally means two-three questions per page, less if they are grid questions. More pages are better than long pages. Bonus tip: Keep your first page to a single question only.
4: Step away from the compulsory text questions
Making your text questions compulsory will tend to get you two things; your visitors dropping out or nonsense answers. Don’t do it. If they have something to tell you, they will.
5: Add a verbatim question at the end
BUT: You should at the very least have one text question in your survey where your visitors can get anything off their chest that they want to. Good or bad, this is an important place for you to capture issues (or positives) that you may not have been aware of when you designed your survey.
Guest post by Olly Watts, Explori head of research.
Explori – an online research tool designed to make professional quality insight affordable for every event and conference.
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