Redemption and web interviews: how to improve the invites/completed interviews relation
Let’s start with a definition: the redemption rate is the number of completed questionnaires compared to the number of questionnaires sent. Redemption is the data to know how many answers we got to our survey.
The success of a survey is based on results obtained as quantity and quality of collected data. In this post we’ll talk about strategies to improve the relation between invites and completed interviews.
Before listing these tips, we have to say that using different methods to administer (and send) the questionnaire produces also different results.
Pre-enrollment by telephone and email
If we focus on the traditional method of offline enrollment (respondents are contacted by phone or email to join an online survey) we have a crucial complexity to face: the different respondents skills with the computer.
Not everybody has the same familiarity with the web. Just think about elderly people or people who don’t own a personal computer or an internet connection.
You also have to consider that an enrollment by phone can be an untenable choice both for costs and for required staff. Obviously this issue can be overcome with an enrollment via email or social network.
It’s when you randomly send invites to email addresses already owned or purchased by the company on related channels. This method is highly discouraged because it breaks all basic marketing principles as the need to contact profiled clients. Moreover the person that will receive this type of invite will have a distrustful approach to the survey and results will be mediocre.
Not suited to all type of surveys but effective it’s the pop-up: user browsing on a website will be paused by an alert that invites him/her to join the online survey. More effective than banners but still not as incisive as more traditional methods.
The last useful tool to send invites presupposes the existence of a database, a Panel where we can extract emails of the profiled users who gave expressed consent to join this type of research. As incentive, a reward is offered to respondents (cash or vouchers).
Drop out rate
We chose which tool to use to invite people to our survey. Following step is to be sure that they complete it. That is to say: we need to monitor drop out rate.
The drop out rate is the percentage of respondents who decided to leave the interview before it was completed.
Let’s see now which are the main reasons that can lead the respondent to stop the survey:
- the questionnaire is too long: Tip: insert more questions in the same page to have a different effect on the respondent
- total duration of the interview: Tip: select questions and use logic filters in the right way
- the value of the incentive: Tip: state from the beginning the value of the incentive.
- the questionnaire is not fluid: Tip: use a clean and simple layout, write concise texts and insert media, if possible.
- questions are reduntant: Tip: limit the questionnaire to questions needed, focusing on their completeness and efficacy.
To sum up, there’s a lot of ways to increase redemption rate, a lot of them to evaluate accordingly to the type of survey you need to administer. If you follow our tips, you could see the results of an online survey correctly set up. Discover more on multi-channel survey distribution management.