Survey Tips: Implementing a Successful Pop Up Survey
Over the years, pop up surveys have been given an absolutely terrible rap. Annoying, intrusive, security compromising… these are all ways in which they’ve been described. Basically, many see them as an equivalent to the all too famous “Rick Roll”.
However, the problem isn’t with pop ups themselves, it’s with how they’re used. Certainly spammers have played a large role in creating the negative perception, but this shouldn’t discourage legitimate organizations. After all, spammers have misused email marketing as well, but we still recognize it as a great tool, we’re just required to be a bit more strategic with it. The same goes for pop ups. If implemented properly, pop up surveys can be an extremely effective way for organizations to gather feedback online.
We’ve compiled some great tips to assure that your next pop up survey isn’t seen as a nuisance, but rather adds value to your organization:
Make sure that the pop up doesn’t appear as soon as the visitor enters the website. If it’s shown right away, the visitor is much more likely to simply close the window. They might even avoid entering the site.
Program the pop-up so it appears after the user has had time to browse. They’ll be more familiar with your offering, and more trusting and responsive to your request. A good rule of thumb is waiting at least 30 seconds to 1 minute.
2. Be Clear and Concise
The message contained in your pop up needs to be extremely clear. Make sure the visitor is able to differentiate it from the typical ad. Your logo and/or organization name has to be prominent, include a brief headline explaining the purpose of your survey and make sure that a call to action is present.
Also, be up front. Give an estimate of the time required to complete the survey. This way, you’ll cut down on the amount of incomplete responses you receive.
3. Keep it Short
With pop up surveys, the respondent wasn’t expecting to provide feedback. That’s not why they visited the site. They were asked unexpectedly, so it’s important to be very respectful of their time. Just like you wouldn’t grab a random person on the street and expect them to spend 15 minutes answering questions, don’t expect internet users to sit through long surveys. When designing your questionnaire, err on the short side and keep it under 5 minutes.
4. Use Smart Pop Ups
The software to create pop ups has greatly evolved over the years, to the point where you can control almost every single aspect of the message. You can decide where on the screen the pop-up should appear, who it should be shown to, how many times it should be shown, etc.
Make use of all these features. Have your pop-up appear where your site contains the most information as this is where it would be most visible. Also, make sure that it is only shown once to each visitor. Multiple pop ups quickly become a nuisance and could dissuade the individuals from not only filling out the survey, but also returning to your site.
5. Understand Your Visitors
Have an in depth understanding of your visitors, and they’re typical browsing patterns, before constructing your survey and pop up. It’s key to know how the typical individual navigates through your site. For example, it would be inappropriate to ask a person to complete a survey about your payment options when they’re on your homepage, as a good percentage of them might be first time visitors coming from a search engine. Inviting people to complete this survey when they’re on the checkout page, however, would be a better choice, as they would have first browsed your payment plans.
6. Test, Test, Test
As with any survey, it’s crucial to do a lot of testing. Make sure your pop up works and appears properly in all browsers, have someone proofread the pop-up and survey, and test the persuasiveness of your copy. Work out all the kinks before going live on your website.
At the end of the day, pop ups can be a very useful tool for any organization to use. All it takes is some planning!
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