Post on 14/11/2017 by Sealia Thévenau

Any questionnaire you publish is a manifestation of your image.  For this reason it is imperative to optimize the flow of your surveys and make them as dynamic as possible for your respondents. 

Online surveys are a great way of gathering information, but they can also be a powerful marketing tool that can work for (if you get it right) or against you (if you get it wrong).  A good questionnaire can help you increase your visibility, nourish customer loyalty, promote a modern image of your brand or product, and more… For the respondent an efficient questionnaire speaks positively of the company who sent it.

One of the easiest ways to improve the fluidity of your questionnaire is to add pages to it.

Adding pages is not a negative thing! Respondents don’t look at the number of pages of your questionnaire and get discouraged.  In fact, they are much more likely to quit before even starting if they are confronted with a very long page of seemingly endless questions.

A questionnaire of a single page is good…. Unless it includes 30 questions, then it’s decidedly not good. At that point you are running the risk of having relatively bad to absolutely dismal response rates. 

The thing is that a very long page of questions tends to make the respondent impatient.  It’s kind of like when you’re filling out an official form and you get to the end of the page, so you put your pen away, only to discover that the form was two-sided! Arg! And you have to dig through your bag to dig the pen out again.  Having to endlessly scroll down the webpage to get to more questions has a similar effect on the psyche. 

It is also important to note that answers are only recorded when the respondent validates the page by clicking “Next” or “End”.  This means that if you have 30 questions on a one page questionnaire and that your respondent answers 29 of them and closes the page without validating it then you don’t get ANY data.

If you had broken up your questionnaire into pages with a few questions on each page, then you would have been much more likely to collect data for every single question.  And even if the person doesn’t answer every question, at least you will get partial data.  And partial data is a hundred times better than the zero data you got in the previous scenario, right? 

Another advantage of adding pages is that it renders your questionnaire more dynamic.  The act of passing on to the next page keeps the respondent engaged and it helps them feel like they’re moving forward. 

The benefits of additional pages would of course be null and void if you add pages just to pile them with questions… Five pages of 2 or 3 questions each is good.  Five pages with 25 questions on each page…. Not good!  I usually recommend limiting the questions per page to 5.

An additional advantage of this layout is that you can group similar questions, questions along the same theme, etc… onto a page.  For example, page one asks general information about the respondent, page two asks about their satisfaction with the service, and page three asks about their opinion on pricing. This promotes clarity for your respondents and strongly improves their survey-taking experience.

It is also good to consider that adding pages makes it easier to add branching logics to your questionnaire.  Having several pages allows you to choose from several different types of branching and to build much more complex sets of logic than if you only have a single page.  Taking advantage of branching options adds a great deal of fluidity to your questionnaire by making it so that respondents only answer questions relevant to them. 



To improve your respondent’s experience and create a positive image of your company remember to add pages to your questionnaire to make it more fluid and efficient!


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