In the past, when business owners wanted to conduct surveys, they were forced to do so without the help of software or online tools. Collecting the data, analyzing it, and taking the appropriate action required experience and finesse. Today, you can build an online survey which does most of the heavy lifting for you. Whether you're surveying your website visitors or customers to your retail store, a simple link or website address will can drive them directly to your questionnaire.

Below, we'll explain how to build an online survey that delivers the results you need. Asking the right questions is only one part of a multi-faceted process. We'll describe how to design your survey, keep your data clean, and create an effective feedback loop.

Design Around Your Objectives

Too many business owners immerse themselves in creating the perfect set of questions. While asking the right types of questions is important, launching your surveying project in that direction will sabotage your efforts. Instead, think about what you would like to accomplish with the data. Do you want to expose areas in your customer support in which more training would be appropriate? Would you like to know the reasons why your customers purchased a certain product from your website?

The data you collect can be invaluable. But, you must know in advance what you would like to do with that data. Your objectives will guide the broad design of your online survey.

Design For A Higher Response Rate

There are several rules of thumb for developing questions which elicit a response. Think of your online survey's design from your average respondent's point of view. Their main motivation for participating is they believe their responses will bring about the changes they want to see. That said, their time and attention span are limited. The more questions you include, the more their patience will wane. Your questions need to be simple, to the point, and easy-to-understand. If they're not, your response rate will drop.

Try to keep your questionnaire brief - or, at least give it the appearance of being brief. Know the limits of your respondents. You may be tempted to wring as much information from them as possible. But, even making the attempt can damage your response rate. Also, use a variety of response mechanisms throughout your online survey to break the monotony. Radio buttons, short answers, drop-down menus, and ranking questions should be used liberally.

Keep Your Data Clean

Collecting more data is not necessarily an advantage; it must be "clean" in order to provide value. A common problem is that online surveys are often designed with questions that require a response, but are unclear. Because skipping such questions is not an option, many respondents will simply choose any answer, even if their choice doesn't accurately reflect their perspective. When this happens, your data becomes muddied and its value declines.

If you are going to require certain questions be answered before a respondent can proceed, make sure the questions are relevant and easy to answer accurately. In some cases, you may need to include a choice which allows them to select "does not apply" or "other."

Develop A Feedback Loop

The purpose of surveying your audience is to solicit their feedback. The tools that are available today can play a key role in developing a feedback loop within your organization. Data can be automatically collected and reviewed by software. Certain types of responses can generate emails to key people within your company, prompting the appropriate action. Poor feedback can trigger an immediate response while all other data is filtered through the loop.

By designing and executing a series of well-crafted online surveys, you can develop an ongoing system of useful feedback from your customers. That will help you meet their needs while reinforcing their loyalty and goodwill.