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Using Surveys to Create a Better User Experience - Guest Blog by Annie Cooley

by on ‎03-30-2010 12:09 PM (2,950 Views)

Using Surveys to Create a Better User Experience

By Annie Cooley, Swiftpage


Surveys answer the “why” of customer interactions with your product or website. Through surveys you are able figure out the type of user experience your customer will rave about. Craft your surveys right and you will gain the results you are looking for.

A good guideline to follow is less is more. A simple survey will return more results and a rapid response time. Fewer questions allow a participant to better present their ideas and concerns more fluidly.

What sort of questions should be asked? You first want to classify the participant with something along the lines of “how do we know you?” Another basic question to address is something similar to “Were you able to complete your task today?” And the last, “If you were not able to complete your task, why not?” The last question brings the voice of the customer to the forefront and gives you a window into how to improve the customer’s experience.

These same questions, when reworded properly, can be applied to many situations. You can send a survey after an event, webinar, podcast, you name it, to ask them for feedback. By following up immediately, you will be able to gain fresh insight from your participants.

Another special touch you can add is setting up an autoresponder to thank each survey participant. Within the Swiftpage editor you are able to create your own personal message and set it up to be sent out after a customer completes the survey.

Surveys can be used to reach infrequent customers as well. If you haven’t heard from a customer in a while, send them a survey designed to reach them and offer an incentive to engage them in returning to your product.

A well thought out survey will provide you with productive results. Your marketing team should take the results and analyze them. If your survey lends positive feedback, especially in open ended questions, you can use the comments as testimonials to your product, website, event, etc. However, remember before you post the exact quote, it is best to receive permission from the participant. If your survey provides negative feedback, you have the opportunity to act on it. View the not-so-happy comments as an opportunity to take your customer experience to the next level.