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These days, it seems everyone has a smartphone and uses it often. This comes as no surprise since according to Pew Foundation Research, over 40 percent of households in the United States have just smartphones and no landline phones ― and that was back in 2015!
Mobile devices are our main source of information, contact and social interaction today. And, this applies to businesses and consumers as well. Individuals are increasingly relying on their smartphones and mobile devices for everything from finding a place to dine out for the evening to shopping online. It only makes sense for businesses to tap into this market to conduct their surveys. But how? Below are the best practices for creating and conducting a mobile survey.
Best Practices for Creating Mobile Surveys
Here are some tips to follow when creating mobile surveys:
1. Use survey software optimized for mobile users. Mobile optimization means your online survey software will detect the device automatically and its screen size so it can adjust the layout accordingly for your survey. Not all software is optimized to collect mobile data, therefore you'll want to be sure you use survey software that is.
2. Make your questions focused. Users will be more likely to complete your survey if the questions are to the point and short. Additionally, multiple questions can have a positive effect on your survey completion rates since this type of question is simpler for people on smaller screens to answer while they're performing other tasks like opening a door or balancing a coffee.
3. Keep your survey short. Respect your respondents’ time by keeping your survey tool short. You'll experience a higher completion rate and more honest responses by doing so.
4. Offer an incentive for filling out your survey. An incentive may help you obtain more responses. Incentives can be anything from offering your respondents a gift card or entering them into a sweepstake.
5. Give users a good mobile experience. Avoid unnecessary logos and images on your survey that can become a distraction. They not only distract your users from filling out your survey, but they also can lead to slower load times that will frustrate your respondents, causing them to click off your survey.
Best Practices for Conducting Mobile Surveys
Here are some tips to follow when conducting mobile surveys:
6. Choose between in-house or third-party solutions. Custom-built, in-house surveys offer you total flexibility. Third-party solutions are often available with dashboards and reporting tools.
7. Identify your audience. Determine which consumers you think will provide you with the most accurate and honest responses to your research questions. By identifying your ideal consumer segment, you can start seeking out and targeting pain points where your survey will offer your consumers (and your team) the most value.
8. Avoid asking leading questions. Don't add your own opinion in your question prompts. By doing this, it can influence the responses you get instead of reflecting on the respondents' real experiences.
9. Avoid "absolutes" in your questions. Absolutes use words such as "always," "every," "all", etc. and can impact the quality of the responses you get. A strongly worded question that doesn't allow for more expressive opinions forces your respondents to simply agree or disagree.
10. Preview your mobile survey before sending it. The last thing you'll want is to send out a survey that's missing a question or essential answer choices. By previewing your survey before you send it out, you can avoid mistakes in your survey design.
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