Quote:
Originally Posted by LowCostNoFrills
Hi Daniel,
I suspect I'm not getting any responses to my survey because the American market has a very convoluted view of what the Low-Cost, No Frills business model is.
That, plus the survey takes 10 minutes so maybe it's too long?
You can view/take it at
www.LowCostNoFrills.com/survey.html
Thanks!
Synthiea |
okey dokey...let's talk
firstly, we need to agree on something: you have a problem. your surveys aren't getting filed out. you need to correct this problem. this means making changes. unless you are prepared to make changes, the problem will persist. now, as long as we agree on this point, I'm gonna give you three reasons for your low response rate, and I'm gonna suggest to you three things you can do about it.
Why low response rate: I've administered online surveys. Lot's of them. Selling product targeted at small business. These surveys don't get filled if;
a) you have more than 50 words on your landing page (because all of this information takes all the intrigue out of doing the survey, and compels the prospect to think about the merits of not doing the survey)
b) no instant benefit (the action of feeling out the survey has to provide instant benefits, such being able to see the response of other people (i.e. the reason why people vote in polls) or the benefit of receiving a gift for doing the survey.
The other
most important reason for low response rates in
small business surveys is
context. When we were doing surveys for our small business product over the net, they didn't get filled. When we administered the same surveys at a trade show, we got more responses in one day than we did ion 3 months doing them online. Context matters. There are reasons why context matters, which I'm not gonna go into in this post.
How to improve response rates:
a) Be minimalist. Your landing page should only say "
Fill survey to discover secret for 20 - 30% Annual Growth!" Do this, and your prospects will be compelled to at least attempt to fill the survey, because they have no other info on the page to distract them from clicking the "Take survey" button. In other words, be like google's landing page.
b) Offer incentives. Have only 3 questions for every page in the survey. For the "Next Page" button have a "You are 10 questions from winning prize xxx". To get surveys filled, people must experience the threat of opportunity cost for not completing the survey. Right now, having filled out the firt 3 questions, I have no downside to abandoning your survey. If there was a prize at the end, I would have a downside.
c) Change your context. Find stock market/superannuation seminars run by financial planners or property buying seminars offered by property chop shops (because their prospects are mostly small business operators, either actual or wannabes). Make your surveys available in their sales literature or at the door. Piggyback on offline partners.
Finally: I know I'm being very brief, and I haven't provided you with extensive proof for the validity of what I'm saying to you. However, rest assured, I am not making these things up. And at the end of the day, it doesn't matter if you identify with what I'm saying or not. Regardless, you
need to make changes.
P.S. no, the surveys are not getting filled because "American market has a very convoluted view of what the Low-Cost, No Frills business model is". That's not a valid reason because it blames an external party.
P.P.S. Yes, I will answer further questions about you overcoming this challenge
