Introduction

Survey response rates are declining, with many online surveys seeing less than a 15% response rate. If you’re wondering how to increase survey response rates, you’re not alone. By understanding the factors behind low engagement and applying effective tactics, you can boost your survey participation rates. Here are 10 practical strategies to help you improve survey response rates for online surveys, allowing you to gather meaningful data and insights for your business.

1. Conduct Shorter Surveys More Frequently

Long, annual surveys with numerous questions can cause fatigue and discourage completion. By shifting to shorter, topic-specific surveys, you can increase engagement and response rates. Respondents are more likely to answer 5-10 well-targeted questions thoughtfully than to slog through a 30-minute survey. This also allows you to conduct agile market research with quicker results.

Tip: Avoid asking for data you already have. If you know demographics, such as age or purchase history, integrate this information automatically so respondents don’t have to repeat it.

2. Use Smart Questionnaire Design to Boost Survey Response Rates

A major factor in survey drop-offs is the design of the questionnaire. Matrix grid questions, where respondents rate items on a scale, often lead to high dropout rates. Instead, try using drag-and-drop or slider questions, which are more interactive and engaging. Consider using branching to reduce survey length by showing only relevant questions based on previous responses.

Tip: Segment respondents and show each group only half of your statements. This keeps the survey manageable while ensuring you gather all the data you need from a large sample.

3. Make Your Survey Accessible Across Multiple Platforms

To increase survey response rates, distribute your survey across various channels. People have different preferences, so consider email, social media, SMS, website links, or even physical methods like receipts or mailers. However, avoid mixing methodologies like face-to-face interviews with online surveys, as this can skew results.

Tip: Plan your distribution channels carefully before creating your survey. Adapt question styles based on whether the survey is mobile-friendly, online, or on paper. To learn more about our online surveys click here.

4. Offer Insight-Based Incentives

Incentives can boost survey participation, but they need to be meaningful to your audience. Instead of generic options like an Amazon voucher, tailor rewards to different demographics. For example, younger respondents might appreciate tech gift cards, while older participants might prefer a high-street gift voucher.

Tip: To boost response rates quickly, offer an early-bird incentive for the first 25 respondents. This can encourage immediate participation.

5. Pre-Launch Publicity to Increase Survey Response Rates

Pre-survey publicity can increase survey response rates by creating a buzz around the survey. Announce your upcoming survey through social media, your website, or internal communications if it’s an employee survey. This anticipation can lead to higher engagement rates.

Tip: Give your survey a unique brand identity. Use a specific name, logo, or even an email address to help respondents recognise and connect with your survey.

6. Time Your Survey Carefully

Timing is crucial when learning how to increase survey response rates. Many believe mid-week is the best time to launch surveys, but this can vary depending on your audience. Testing different days and times can help you find the most effective launch window. Also, reminders sent mid-campaign can boost completion rates.

Tip: Send at least one reminder email during the fieldwork period, typically a week after launch. This can help boost response rates as people may have overlooked the initial invite.

7. Personalise Survey Invitations

Personalisation can significantly increase survey response rates. Address respondents by their name in survey communications, and, if possible, tailor content based on their recent interactions with your business. For example, mentioning a recent purchase can make the survey feel more relevant.

Tip: Use customer data to tailor questions based on previous purchases or interactions. This personalised touch makes respondents feel valued and recognised.

8. Make Departmental Leaders Accountable for Employee Survey Participation

For employee surveys, setting response rate benchmarks can improve participation. Make departmental heads accountable by setting a minimum target, such as a 75% response rate, and offer incentives for teams that achieve or surpass this.

Tip: Involve department heads in the survey creation process. Their input can improve question relevance and foster a sense of ownership that will encourage higher response rates.

9. Share Survey Results with Respondents

One reason respondents hesitate to complete surveys is they never see the outcome. By summarising key results and sharing them, you increase transparency and show respondents their opinions matter. Include a thank-you note and outline any actions your organisation will take based on the feedback.

Tip: Display a brief summary on the survey’s thank-you page, and include a deeper dive in your next newsletter. Transparency encourages future participation.

10. Take Action on Feedback to Improve Survey Response Rates

Taking action on feedback is essential if you want to maintain high survey response rates over time. If customers feel their feedback leads to meaningful changes, they’re more likely to engage with your surveys in the future. Ensure survey insights are used to drive improvement within your organisation.

Tip: If specific respondents express dissatisfaction, offer to follow up individually. Addressing issues directly builds trust and can lead to future engagement.

Conclusion

Understanding how to increase survey response rates is crucial for gathering the data you need. By implementing these 10 strategies, you can boost engagement and collect valuable insights from your audience. Short surveys, personalisation, targeted incentives, and follow-up action are just some ways to ensure your respondents feel valued and heard. Start implementing these techniques to see an improvement in your survey response rates and overall data quality.

If you’re looking to improve your survey response rates even further, Contact Us. Our team specialises in creating high-response surveys tailored to your audience, ensuring you gather the insights you need.

For additional industry guidelines and best practices, visit the Market Research Society (MRS) website.