If you’re a market researcher, you know how important it is to optimize surveys for mobile devices. If you don’t, then consider this: somewhere between 30-40% of all online surveys are completed on a mobile device. That number is on the rise, so why not make the most of a mobile-friendly survey?
Mobile platforms require a different approach to get the most out of respondents. In other words, user experience is everything. Check out a few tips if you want your mobile survey results to have a positive impact:
USE MOBILE-READY SOFTWARE
This may seem obvious, but not all software automatically detects which device is being used, and therefore won’t adjust layout to screen size. So be sure to run your surveys on software optimized for mobile.
AVOID OPEN-ENDED QUESTIONS
If you’re able to leave out open-ended questions, do it. If you need to include a few, make sure respondents don’t have to perform a marathon thumb-exercise to respond. Keep things short and sweet.
ASK CONCISE QUESTIONS
It’s always a best practice to limit the length of what a respondent has to read, but that goes double for mobile surveys. With limited screen real estate comes a limit on character count.
REWARD RESPONDENTS FOR THEIR TIME
As always, if someone takes time from their day to fill out your survey, thank them. Even better — make their reward instant and easy to spend.
DON’T MAKE THEM SCROLL
Often it’s best to limit your survey to one question per page. If that’s not doable at least design your survey in a way where users don’t have to scroll to see the next question. So if 2-3 short questions fit on the screen, go for it!
DON’T USE DROP-DOWN MENUS
Drop down menus tend to create more room for user error. Mobile respondents might accidentally choose an option without realizing it, and then your data is skewed. Make things simpler by putting options in a column.
LEAVE OUT IMAGES
Mobile users won’t want to wait for images to load on a slow or limited network speed, so unless you absolutely need it — don’t including images.
As mobile becomes the gold standard for survey engagement, market researchers must pay more attention to building a sleeker, more optimized experience for their respondents. And when it comes time to reward your participants, consider the flexibility and simplicity of a Virtual Incentive solution.