Quick Tips for Better Surveys

Want higher response rates and better quality data? Follow these proven best practices.

Survey Length

The Golden Rules

Aim for 5-10 minutes - Completion rates drop significantly after 10 minutes
10-15 questions - This is the sweet spot for most surveys
Show progress - Let respondents know how far along they are

How to Shorten Surveys

Remove “nice to have” questions
Use skip logic to show only relevant questions
Combine related questions into matrices
Ask yourself: “Will I act on this data?”

Question Writing

Do’s

Be specific - “How satisfied are you with our checkout process?” vs “How satisfied are you?”
Use simple language - Write at an 8th-grade reading level
One question at a time - Avoid double-barreled questions
Provide balanced options - Equal positive and negative choices

Don’ts

Leading questions - “Don’t you agree that…” biases responses
Jargon - Not everyone knows your industry terms
Absolutes - “Always” and “never” are rarely true
Required questions (unless necessary) - Forces random answers

Examples

Bad: How satisfied are you with our product quality and customer service? Good: How satisfied are you with our product quality? (Ask about customer service separately)

Bad: Don’t you think our new feature is useful? Good: How useful do you find our new feature?

Answer Options

Rating Scales

Use 5 or 7 points - Enough granularity without overwhelming
Label all points - Not just endpoints
Be consistent - Use the same scale throughout

Multiple Choice

Mutually exclusive - Options shouldn’t overlap
Collectively exhaustive - Include all possible answers
Include “Other” - When you can’t list everything
Randomize order - Reduces order bias (except for logical sequences)

Open-Ended Questions

Use sparingly - They require more effort from respondents
Be specific - “What could we improve about X?” vs “Any comments?”
Place at the end - After respondents are engaged

Survey Structure

Page Organization

Group related questions - Keep topics together
Progress logically - Easy questions first, sensitive questions later
Use page breaks - Prevent long scrolling on mobile

Skip Logic

Show relevant questions only - If someone says “No,” don’t ask follow-ups
Reduce cognitive load - Fewer questions = higher completion
Test all paths - Preview every logic branch

Mobile Optimization

Over 50% of surveys are completed on mobile devices.

Best Practices

Preview on mobile - Always check before sending
Avoid wide matrices - They’re hard to read on small screens
Use dropdowns wisely - Easier than radio buttons on mobile
Keep text short - Especially for answer options

Distribution Timing

Best Days

Tuesday-Thursday - Highest response rates for B2B
Weekends - Can work for B2C consumer surveys

Best Times

10am-2pm - Peak engagement for email
Avoid Monday morning - Inbox overload
Avoid Friday afternoon - Weekend mindset

Reminders

Wait 3-5 days - Before sending first reminder
2-3 reminders max - More can annoy respondents
Change the subject line - Each reminder should feel fresh

Response Rate Boosters

Before Sending

Personalize - Use recipient names in emails
Explain the purpose - Why should they participate?
Set expectations - “This will take 3 minutes”
Offer incentives - When appropriate (gift cards, discounts)

Survey Design

Professional appearance - Use your branding
Clear progress indicator - Show completion percentage
Thank respondents - Customize the thank you page

Follow-Up

Share results - Tell respondents what you learned
Act on feedback - And let them know you did
Close the loop - Builds goodwill for future surveys

Common Mistakes to Avoid

Mistake	Why It’s a Problem	Solution
Too many questions	Low completion rates	Focus on must-have data
All required fields	Forced random answers	Only require critical questions
No mobile testing	Poor experience for 50%+	Always preview on mobile
Generic invitation	Low open rates	Personalize and explain value
No reminder	Leaving responses on table	Send 2-3 thoughtful reminders

Quick Checklist

Before launching your survey:

Is every question necessary?
Is the language clear and simple?
Are answer options balanced and complete?
Does skip logic work correctly?
Does it look good on mobile?
Is the estimated time accurate?
Is the invitation personalized?
Have you tested as a respondent?

Ready to apply these tips?