Looking at the world around us, it’s clear that Mobile has moved from the realms of being the “next big thing” to now being “the main thing”. This is no more aptly demonstrated with data from eMarketer, who reported that there were 4.3 billion mobile phone users worldwide in 2016. That’s over half of the world’s population!
Most marketers have already snapped into action, with many companies introducing mobile-friendly websites and releasing mobile apps. But consumers are demanding more. David Fischer, Vice President of Business and Marketing Partnerships at Facebook, highlighted at this year’s Adobe Summit that the mobile transformation is not done yet. He also noted that mobile is now the main screen for users, and so it can no longer be an afterthought for marketers.
This puts increasing pressure on marketers to create end-to-end mobile experiences that delight consumers, leveraging the distinct capabilities of mobile to go beyond just being an optimized carbon copy of the desktop experience.
At iPerceptions, we have seen more than a 50 percent increase in the number of Voice of Customer (VoC) studies we run on mobile. This confirms the increasing need to understand the unique nature of the mobile experience and how to deliver a superior experience on mobile.
So to help you get the most out of your mobile research, here are 3 important tips to keep in mind when creating a mobile survey.
Engage visitors for feedback at the right time
It is essential to engage and collect the voice of your customers in the moment of truth - the most critical time in his or her experience. A Harvard Business Review article highlighted that, “By better understanding the magic moments that our customers have with our brands, we can identify the most profitable opportunities to improve our customer interaction.”
For example, imagine that you visit your bank’s mobile website, and an invitation to take a survey pops up. You accept the invitation and you are directed to a page that asks for your cell number or email address. After entering your details, you receive an email a few days later to give feedback. In most instances, your ability to remember the experience would probably not be adequate to answer many of the questions within the survey. Questions that ask how the website’s navigation and content affected your ability to accomplish your tasks would be especially difficult to answer. That’s why it is essential to ask and get feedback from your visitors in the moment of truth.
Make sure your survey is optimized for mobile
To get visitors to take your mobile survey and provide their valuable feedback, it must be optimized for the device they're using. This might seem like common sense, but you'd be surprised how many websites have the most amazing mobile site only to have an ugly, non-optimized survey running.
Also, don’t forget not all question types are suited for the mobile experience. That’s why it is best to avoid rating questions with complicated or long scales and ranking questions (“place these items in order of…”). The best questions for mobile are single or multi-select questions as they are easier to answer on smaller screen sizes.
Keep it short
Just like with a mobile site, mobile research should be short, sweet, and to the point. Not only is the screen smaller, but people usually have less patience and won't answer as many questions. We found that the average completion time of a mobile survey is 2.2 minutes versus 4.8 for a desktop survey.
Like with any research, the best place to start when designing your mobile survey is deciding what you want to get out of the results. Essentially, you should start with your business objectives, whether it’s to increase conversion or improve satisfaction with your mobile site. By structuring your mobile research around what you are trying to achieve, this ensures that you get results that will drive meaningful change.
By having your objectives front and center, this helps make sure that you only have the most pertinent questions in your survey, helping to keep it short. Another way to keep your survey short is to use skip logic, which provides a great way to keep your research engaging and tailor-made to each respondent.
So as you engage mobile visitors for feedback make sure do so in the moment of truth, that your survey is optimized for the mobile experience, and that isn’t too long. This will ensure you get the insights you need to create mobile experience that stands out from the crowd.