Are you looking to gather feedback from users who visit your website on their mobile devices? This article covers helpful tips and tricks to ensure you gather the right insights from your audiences using the Mobile Web survey add-on available with Qualaroo.
What’s the big deal with mobile web anyway?
You don’t need us to tell you that the prevalence of mobile technology is a global phenomenon. You’ve likely experienced that moment where you look up and realize everyone around you is on a phone. If you’re still somehow not convinced though, here are the numbers:
In 2018, mobile devices were responsible for 52.2 percent of all global website traffic. That means more than half of all internet traffic is coming from cell phones, and no, that doesn’t even include tablets!
Percentage of all global web pages served to mobile phones from 2009 to 2018
Graph via Statista
So what does this mean for businesses? According to Google’s Consumer Insights division, 48% of buyers are using smartphones as the first point of contact to start their search. The moment a prospect realizes they have an issue or pain point they’d like to fix, they are heading straight to the small screen to discover who can best solve their concerns.
But once they’re on your website...things start to get a little tricky.
While cell phones are the leading device for internet usage, they also tend to have the highest bounce rate. When it comes to the desktop versus mobile debate, consumers will only visit almost half as many pages on mobile as they would on desktop for roughly half the amount of time.
So what we’re saying is that when it comes to mobile web, you’ll have to deal with smaller attention spans and less real estate for site visitors who most likely make up the largest portion of your audience! Your mobile response rate is probably starting to make a little more sense in this context, right?
But don’t worry! All this information we’re giving you about mobile usage and behavior is actually going to help you design smarter surveys!
Things to Keep in Mind
So how can we optimize for mobile environments?
There are a few things you can keep in mind to increase your mobile response rate. As a general rule of thumb, the following considerations should apply to every user research project you do. However, this white paper will go into more detail about how you can optimize each of these elements for a mobile survey environment.
- What is the goal of your questions?
- Are you trying to solve a problem or answer a specific question?
- Survey composition
- What insights are you looking for?
- What do you want to find out?
- What do you need to ask?
- Who can provide the insights you’re looking for? And do you have a way to track these people?
- Is there a specific persona you are targeting?
- Do you need to ask questions to specific site visitors or to users who are already logged in?
- How can you make the survey experience seamless?
- How do you want your survey to feel for the respondent?
What are your goals?
Why are you interested in creating a mobile web survey? What are you hoping to accomplish?
Perhaps your team noticed that conversion for mobile visitors has recently dropped, and you’re trying to understand why this is happening. Maybe you just redesigned your mobile site and need to validate usability and functionality.
Whatever this goal might be, it will inform everything else you do when conducting user research. Imagine you are trying to improve overall mobile conversion rates, but you place a survey right before a customer was going to checkout to ask about their shopping experience. This type of distracting placement could prevent them from actually purchasing something from your website!
Your user research program should align with your goals rather than distract from them. Keep your end goal in mind and ask yourself if your survey composition, targeting and survey design support or detract from your feedback goals every step of the way.
Remember how we said that mobile means more visitors with shorter attention spans and way less space to capture their attention? This makes survey composition one of the most crucial elements to consider. The way you phrase and structure questions has to be both compelling and concise.
Here’s what you can do to make sure you’re on the right track:
Begin with a question that’s quick to answer
In order to encourage a higher response rate, we highly recommend beginning Mobile Web surveys with questions and answer options that allow for a quick reply. We recommend starting with one of the following answer options for mobile: Radio Button, Net Promoter Score, or Check Box. These options require less effort from the user, and therefore generally help increase your nudge’s response rate.
Follow up with a specific question that captures your user’s voice
Once you ask your initial question, we recommend catering your next questions to be specific to the user. Radio Button and NPS answer options allow you to branch to appropriate subsequent questions based on the respondent’s initial sentiment. Branching logic provides an excellent opportunity to ask a question that requires a freeform text option, which can help you capture your user’s voice.
Keep it short, and prioritize
We recommend only asking 1-3 questions within any given Mobile Survey to avoid survey fatigue. Keep your questions and answer options as concise as possible while still being clear. In addition, make sure you order your questions based on priority and place the most important questions at the front of the question flow.
If you are looking to give each user an option to opt-in before taking your survey, you have a couple of options at your disposal. The first option is to use The Mobile Screener, which provides a smaller window housing a brief description and a button to proceed to the survey. Another option is to use a question screen with one radio button answer option. With this option, you can prepare a question similar to “Are you willing to answer a few questions to help us improve?” coupled with one radio button option similar to “Yes, absolutely”. If the user is uninterested in providing feedback, they can simply close out the window.
Beginning your survey with an opt-in option can help increase the responses to questions positioned later in the survey, but can have a negative effect on your overall response rate. This is simply because the respondent is using their first action to opt in or out of your survey, instead of responding.
We recommend being very intentional with where, when, and to whom your Mobile Survey appears on site.
Use Advanced URL Targeting to target or completely avoid certain locations on your website. This can help you easily avoid areas that may impact key metrics such as sign-up or payment journeys. This feature can also help you easily target things like your Dashboard or Confirmation pages.
Custom Property Targeting is an excellent way to ensure only the right users are prompted for feedback. This can help increase the quantity and quality of your responses by ensuring your questions are relevant. For example, you can target only users who leverage a particular feature set or have a specific pattern of usage. You can also target users based on any Persona information you have available within your data layer.
Whitelisting and Blacklisting Users from Seeing Your Nudge is also an effective strategy for ensuring only users that you have preselected will either see or avoid seeing your survey.
In addition to the options available within the “WHEN” section of the Targeting tab, you can set a survey to fire based on an action taken on site. One option is to Trigger a Nudge When an Element is Clicked. This is an excellent method that ensures your users are prompted for feedback at exactly the right moment.
Although exit intent targeting isn’t available with mobile surveys, there are some alternatives you can review, if you’re thinking proactively about bounce rate.
As a best practice, we recommend having only one Mobile Web survey available at a time during any one user journey. Having too many surveys live at once can create a negative experience, and each of the options above can help ensure you don’t over-survey your audience.
Designing your Mobile Web Nudge
Now that you’ve got a checklist in place for improving what to ask and customizing who to ask, we want to make sure we’re talking about the how. If your Nudge is an eye sore, or doesn’t look cohesive with the rest of your website, visitors will be much less likely to engage with it.
Match your brand colors
The Design tab of your survey will allow you to change color attributes of your nudge from the background color to the checkmark icon color at the end of the survey. We recommend selecting colors that are easy to read and match your website’s theme. You can even use the exact hex codes from your branding guide to ensure that the survey appears native and embedded.
Make the Nudge your own
If you are looking for more control over the look and feel of the nudge and are on a Growth subscription or higher, you can leverage The Design API. The Design API will allow you to use Custom CSS to update the nudge colors, size, and more.
A common request is to reduce the amount of screen space that the nudge covers. We have provided a code template in our help center for more info on how to do this!
Design for small screens and test on small screens
As we’ve stressed throughout this guide, mobile means less screen real estate, so you have to make the most of what limited space you have. We encourage companies to replace Qualaroo branding with your own logo. But for mobile, consider getting rid of any branding whatsoever. You want the survey to focus on your users and customers right now, not your company but if you choose to keep it, make it small.
Finally, once you’ve done all that you can to optimize your mobile survey, take a moment to test it live on a mobile environment. Although Qualaroo’s Design Tab will show you preview screens for every survey that you take, you’ll want to make sure everything flows as intended on mobile devices too.
Mobile is an important part of overall user research strategy, but the way that you collect feedback on mobile sites needs to be intentional and specific for mobile.
To recap, keep in mind your goals, what you need to ask to achieve those goals, who you want to ask questions to and how you want to ask those questions. As you’re planning your mobile web Nudge, ask yourself if survey composition, targeting and design– the what, who and how of feedback– align with your end goals.
We hope this information has been helpful! If you have any questions or would like help with preparing your Mobile Web survey, reach out to us at firstname.lastname@example.org.