Surveys give you structured qualitative data. Before launching an offer, a short audience survey tells you exactly what language to use. After a program, a completion survey gives you testimonials and identifies gaps. The data you collect should directly inform your copy, offers, and content.
Steps
1
Create a new form for your survey
Go to Sites → Forms and click New Form. Surveys are built in the same builder as forms with different field selection.
2
Add survey-appropriate field types
Use: Radio buttons (single selection), Checkboxes (multiple selection), Rating scale (1–10 satisfaction), and Text Area (open-ended qualitative answers).
3
Write clear, unbiased questions
Each question should ask only one thing. Avoid leading language ("How much did you love...") and double-barrelled questions. Keep the survey to 5–8 questions maximum for meaningful completion rates.
4
Set a completion redirect
After the final question, redirect to a thank-you page that acknowledges their time and, if appropriate, offers the next step.
5
Share the survey
Share via direct link in an email, SMS, or as an embedded element on a page.
6
Review responses
Go to Sites → Forms → [Survey Name] → Submissions to view individual responses. Export as CSV for quantitative analysis.
Common Mistakes
- Too many questions. Completion rate drops significantly after 5–8 questions. Prioritise ruthlessly.
- No incentive for completion. For audience research surveys, a small incentive meaningfully increases completion rates.
- Not reading the open-ended responses. The quantitative data tells you what. The open-ended text tells you why. Read every open-ended response.
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