How to use skip logic effectively in your website surveys

ask-more-questions

There are many features available when building a website survey, but one of the more common is skip logic.

The reason for this is that skip logic contributes to the two main goals when optimizing a website survey:

  • Improve your data
  • Get more data

These goals will help you to make better business decisions based on your survey results.

First, let’s take a look at what skip logic is, and then how to use it on your website in a way that will benefit your business.

What is skip logic?

Skip logic is a way of altering the progression of a website survey based on how a visitor responds to certain questions.

Instead of a survey being linear like this:

linear-website-survey

You can create a survey that responds to each visitor more like a flow chart like this:

basic-website-skip-logic

However, skip logic doesn’t necessarily just skip over one question. You could also use skip logic to create completely different paths through your survey like this:

skip-logic-paths

And if you really want to get advanced, you can create a flow chart that is far more complicated…

advanced-website-skip-logic

There are hundreds of ways to use skip logic, but remember, at the end of the day the two most important goals of skip logic are as follows:

  • Get better results
  • Get MORE results

Skip logic can help you accomplish both of these goals by making your surveys more efficient, and by allowing you to weed out respondents that are not in your target market. Let’s take a look at some of the ways that skip logic can be used in your website surveys.

Ways to use skip logic effectively

Getting more information about an answer

This is the easiest way to use skip logic in your website surveys. By asking a followup question, you can find out more about why a user answered the way they did.

For example, if you are asking visitors to answer a 5 star rating question about your content, you could then ask visitors who answered 3 or lower why they didn’t like the content, and what you could do to improve it.

Generating leads

You can also use skip logic to generate more qualified leads.

Continuing with the first example of a 5 star rating question on a piece of content. If the visitor answered a 4 or a 5 on the scale, that means that they like the content a lot.

Why not ask them if they want to opt-in to your newsletter to start following your blog? After all, they’re already impressed with the content, they probably will want more.

Asking more specific questions

Not all visitors are the same – that’s why you’re surveying them after all.

But why then would you ask them all the same question?

Let’s say that you had a survey that asked for the profession or job title of a website visitor on your site.

Using skip logic, you could ask a followup question, or skip an relevant question based on their answer to the job title part of your survey.

This way you can ask questions that are very specific to each visitor’s situation.

Disqualifying respondents

Skip logic can also be used to jump straight to the end of a survey. This means that you can ask disqualifying questions to make sure that you only get responses from visitors who match what you’re looking for.

For example, if you are selling a line of hydroponic gardening equipment, and you ask visitors if they are on your site looking for indoor or outdoor gardening equipment, you could send respondents who don’t match your target audience to the end of your survey right away.

This allows for more specific results to your survey, and limits the possibility of ‘false positives’ or survey data that points you in the wrong direction.

Segmenting answers

Skip logic can be used for more than simply skipping one or two questions in your survey. Using skip logic at the beginning of a survey allows you to essentially create multiple surveys depending on what a user answers early on in the survey.

Here’s an example.

Let’s say the first question of your survey asks the visitor’s age range:

  • 18-30
  • 31-45
  • 46-60
  • 60+

You can tailor the rest of the questions in this survey based on this answer. This essentially allows you to segment your visitors, and then ask them more relevant questions.

Make your survey more efficient

The best way to get more website survey responses is to create efficient surveys that don’t waste the respondent’s time.

You want to capture their attention quickly, and ask them short questions. Creating a long survey will reduce your overall results, as more and more respondents drop off as they answer questions.

Using skip logic however, you can skip irrelevant questions, make your surveys more efficient, and increase your overall results from your website survey.

Use in an exit survey

Website exit surveys are a great way to learn more about why visitors are leaving your website. But because the reasons for why someone is leaving are so different, you shouldn’t be offering them the same information or asking them the same questions.

Here’s an example:

If you ask visitors who are leaving your website about why they are leaving, you may use a multiple choice question with answers like this:

  • I didn’t find what I was looking for
  • Your products are too expensive
  • I found what I needed
  • Other

In the case of a visitor not finding what they were looking for, you might send them to a question asking them what type of information they were after. Or maybe you could point out the search function on your website etc.

In the case of a visitor finding your products too expensive, you could direct them to a discount page, or maybe a cheaper product.

If the visitor did find what they were looking for, maybe they’d be interested in joining your newsletter instead of simply leaving your site.

Each of these cases are quite different, but skip logic is a useful way to make sure that you get the best response from every type of visitor.

How do I setup skip logic in MARE?

Only certain question types are eligible for skip logic at this time. These are:

Setting up skip logic in your MARE website surveys on these question types is easy.

On the edit survey screen, you will need to navigate to the “Add Questions” block.

Under the question details on the left side of the “Add Questions” block, you will see a link for “Edit Question Logic”

edit-question-logic

After clicking on this link, you will see your options for changing what is the NEXT question that the visitor will see.

You can change this for every option that a respondent can choose.

skip-logic-options

After making the change, your survey will be saved and that’s it!

Your turn

It’s your turn to try out skip logic for yourself.

If you don’t already have a MARE Insights subscription, you can test it out free for 14 days.

Click here to learn more

PS. If you have any more ideas about how skip logic can be used effectively in website surveys, please let us know in the comments below.


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