Within Okendo Surveys there are four main metrics:

1. Impressions: How many views your survey has in a given period.

2. Start Rate: The percentage of survey participants who start a survey compared to overall impressions.

3. Completion Rate: The percentage of survey participants who complete a survey compared to the total number of starts.

4. Response Rate: The percentage of survey participants who complete a survey compared to the total number of impressions.

Below are optimizations that can be utilized to improve each of the metrics above. Many of the metrics are interrelated, so each optimization will be tagged to clarify which metric(s) it applies to.

Applies to: Completion Rate, Start-Rate, Response Rate

Instead of sending one, long survey to customers, set up multiple shorter surveys with 5 or fewer questions. Send them periodically to survey customers and continuously build their data profiles. Over time you will be able to build even more depth of data than a traditional long-form survey, but in comparison completion rates will be much improved since drop-offs are much lower for shorter surveys. Start rates will also improve if you communicate to customers that these are micro-surveys with very few questions.

Applies to: Completion Rate, Response Rate

Check the survey’s analytics to see which questions have the highest drop-off rates and how they may be functioning as barriers to completion. Are they too complex, lacking context, or asking for too much personal information? If yes, consider revising, removing, or re-ordering them. Doing so should lead to improvements in completion and response rates.

Applies to: Completion Rate, Start Rate, Response Rate

Customers who have just left a review tend to be the most engaged among all survey-takers with an average 92% completion rate. This makes sense since you’re able to target customers who are already in the mindset to provide feedback, having just left a review. Depending on the nature of the survey, you may consider targeting only those who have provided a 4- or 5-star rating to further improve engagement.

Applies to: Completion Rate, Response Rate

The email question usually has one of the highest drop-off rates as some users will be hesitant to provide this information. Making the email field optional can improve completion and response rates, but if zero-party data collection is a priority then this may reduce the overall amount of emails collected.

Applies to: Impressions, Start Rate, Completion Rate, Response Rate

Incentivizing surveys with rewards–especially on the intro page or email where the survey is shared–is one of the best ways to increase engagement every step of the way. If you make it known that there is a reward for completing a survey, this naturally increases impressions and start rate since more customers will be willing to at least view and start the survey. Similarly, once customers have started the survey, the reward gives them a reason to make it all the way through to the end, boosting completion and response rates.

Applies to: Start Rate

Audit the triggers for when surveys are displayed to users for each channel. Ensure that they make sense for your store and desired goals. For example, if using the on-site channel, check whether it makes sense to show surveys only on selected, relevant pages rather than the whole site. Or, as another example, if using the post-checkout channel, ensure it makes sense to target all customers vs those who are new or existing. Always think about how you can target the right customers, at the right time, with the right survey.

Applies to: Start Rate

If using an intro page for a survey, make sure to take time to optimise it for engagement. Choose a header image that aligns with your brand and resonates with customers. Test out different variations of copy to find the best performing–especially for the “Start” CTA button.

Applies to: Impressions, Start Rate

While Okendo’s built-in survey channels can all be used very effectively (on-site, post-review, & post-checkout), you can also utilize a shareable link via advertising or email campaigns to drive external traffic to a survey landing page. Increase impressions and start rates by targeting specific and relevant audiences, ensuring only the most engaged users click through. Below are just a few examples of effective channels that can be used to promote a survey.