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Key areas to cover in your online survey

Make sure your online surveys collect the information that will be of practical value to your business. The bottom line is don't bother asking questions if you can't make practical use of the answers. As a rule of thumb, you should ensure you cover the follwing areas in your customer/client online surveys:

Customer profile – what do they look like (these are the ‘demographics’)
Attitudes and preferences – what do they like and dislike, what’s missing, what do they want more of
Behaviour – influencers (where to place your advertising)
Competitors – who are they and how do they rate them

Top tips for framing your online survey questions

The way you structure and word the questions in your online surveys can make the difference between a high response rate and poor one. It can also mean the difference between useful online survey data, and redundant information.

Keep your survey focussed – make sure it has a clear structure and is completable in less than 5 mins, ideally
Use closed questions to aid analysis and year on year trend comparison . Use open questions sparingly, to collect deeper customer intelligence
Don’t ask what you do badly – better to ask recipients to rank attributes from 1-5 for satisfaction
In B2C online surveys – ask for demographics at the end of the survey, to avoid scaring respondents off
Test your online surveys with a sample customer panel before you roll them out

Analysing your online surveys

Collecting customer data from your online surveys is just the first part of the process. The next and most important step is to make sure you use the data you collect to get answers to the key questions that can help you drive growth for your organisation. Follow these rules as a basis to get the most from your online survey analysis:

Rule 1.Make sure you use a survey tool that can automatically append the data you collect online, to your existing email contacts.

Rule 2. Use the data you have collected and your newly ‘enriched’ customer profiles to build answers to key questions that will help you achieve better metrics in your email marketing (and in your sales and marketing in general).

Look to find out:

Where your best sell and upsell opportunities may lie – what do your best customers look like? Once you know this you can find and target ‘look-alikes’
What are the buttons to push for your different customer segments – know what makes them tick and you can personalise your emails and use dynamic content to send highly targeted messages and offers that drive up your response rates
What your best competitive stance is – what do you customers see that makes you different/preferable to your competitors
What your customers' contact preferences are – how often do they want you to email them, and with what content. Send them what they want, when they want it and your response rates will go up
Top tip - Reputable data enrichment companies can help you plug any holes in the demographic data you hold for your contacts, by matching your records with those they already hold and appending new demographics to your records