The person who coined the phrase "Looks don’t matter" probably never tried their hand at surveying. We’ve stated at least a few times in the past that the visual appeal factor has a definite impact on survey response rates. However, there are other very compelling benefits to making your surveys look fabulous.
1. Visual Appeal Reinforces Consumer Awareness
A survey is, in a sense, a marketing piece. If you’re conducting market research on an unreleased product, you want to make sure your respondents keep a positive image of that product in their memory. After all, they may potentially have a need to purchase from you someday in the future. A good-looking marketing piece is a great way to create initial awareness.
Even if this is a post-purchase or customer service survey, a professional-looking design can have a visual impact that reinforces the product’s positive and trustworthy appearance.
2. Visual Appeal Encourages Honest Feedback
Especially when surveying a population of leads, prospects or other online market research audiences, it is important to achieve a level of visual appeal such that it extends your company’s professional brand image. First of all, you do not have a solid business relationship with this audience yet, so it is very important that you earn their trust. With these types of surveys, you may ask for personal information such as phone numbers and addresses; the last thing anyone wants to do is mistakenly sign up on a page and compromise their personal data. Having your survey pages reflect your company site helps combat this problem and encourages respondents not only to complete your survey, but to also give honest and complete feedback.
A good way to do this is to have your survey match the look and feel of your company website. In fact, it’s advisable to customize your headers, footers and other survey sections to match everything from color and style of text to the page layout. A good way to do this is to get the appropriate sections from your own website and drop the code and CSS styles into your own brand survey.
Below is some work we did for a client last year. We examined our client’s web page and then created a survey design that stayed consistent with the corporate home page:
Company Website:
Online Survey Welcome Page:
We were able to match the look and feel of the company’s corporate page by utilizing elements of CSS to match the colors and fonts, then added the same flash animation on the header to really jazz it up.
There's nothing wrong with using graphical templates in surveys, but having the option to completely customize your survey pages and emails helps you get to that next level of survey effectiveness.
1. Visual Appeal Reinforces Consumer Awareness
A survey is, in a sense, a marketing piece. If you’re conducting market research on an unreleased product, you want to make sure your respondents keep a positive image of that product in their memory. After all, they may potentially have a need to purchase from you someday in the future. A good-looking marketing piece is a great way to create initial awareness.
Even if this is a post-purchase or customer service survey, a professional-looking design can have a visual impact that reinforces the product’s positive and trustworthy appearance.
2. Visual Appeal Encourages Honest Feedback
Especially when surveying a population of leads, prospects or other online market research audiences, it is important to achieve a level of visual appeal such that it extends your company’s professional brand image. First of all, you do not have a solid business relationship with this audience yet, so it is very important that you earn their trust. With these types of surveys, you may ask for personal information such as phone numbers and addresses; the last thing anyone wants to do is mistakenly sign up on a page and compromise their personal data. Having your survey pages reflect your company site helps combat this problem and encourages respondents not only to complete your survey, but to also give honest and complete feedback.
A good way to do this is to have your survey match the look and feel of your company website. In fact, it’s advisable to customize your headers, footers and other survey sections to match everything from color and style of text to the page layout. A good way to do this is to get the appropriate sections from your own website and drop the code and CSS styles into your own brand survey.
Below is some work we did for a client last year. We examined our client’s web page and then created a survey design that stayed consistent with the corporate home page:
Company Website:
Online Survey Welcome Page:
We were able to match the look and feel of the company’s corporate page by utilizing elements of CSS to match the colors and fonts, then added the same flash animation on the header to really jazz it up.
There's nothing wrong with using graphical templates in surveys, but having the option to completely customize your survey pages and emails helps you get to that next level of survey effectiveness.
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