Tips for creating an effective online customer survey


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Tips for creating an effective online customer survey

Wondering how well your content is doing? Just ask your customer. 

Online surveys are an easy way to gather customer feedback and research that helps you make better-informed business decisions. At USGBC, we recently launched a global language survey to see how we could enhance our international audience’s LEED experience.

Here are several guidelines to follow when launching a survey, from writing the questions to sharing the final results with coworkers.

Define your survey’s purpose, and write a marketing plan.

Before you get started on drafting any survey questions, ask yourself: What do you want to know?

After determining what information you’re looking to collect, write it all down by creating a marketing plan, which should include target audience and promotion tactics, to share with your team.

Our survey aimed to capture key demographic information about our international audience, so we could sketch a customer profile in terms of industry, job level, age, location and primary language.

We opted to keep the survey open for three weeks and distributed it through an article, emails and USGBC’s social media channels. We also leveraged our staff’s international contacts to help promote the survey.

Draft your survey questions, and share them with your team for their feedback.

Keep your questions as simple, direct and short as possible, so there’s no confusion about what’s being asked. Avoid any leading questions. 

Since we were looking for demographic information about our global audience, our questions centered on profession and industry, location and language. Some of our survey questions included:

  • What is your primary language?
  • What is your country of residence? How long have you lived in your country of residence?
  • What is your primary language? Are you fluent in any other languages Is English the primary language you use at work?
  • Which of the following most closely matches your job level?

SurveyMonkey has a great list of tips on writing effective survey questions.

After you’ve finished writing your questions, make sure to share the draft with your team for their input and pick a survey platform to use, such as GetFeedback or SurveyMonkey. Ask your team to do a beta test to get an average on how long the survey takes to complete and to determine if any questions need additional polishing. 

Reporting the results: Make sure to include key takeaways and charts.

After your survey is over and you have all the data, build out several charts and graphics to share within your company. Make sure to include within your report your survey’s duration, number of responses, methodology and high-level observations.

Our survey results suggested our international audience is fairly young, fluent in English and mid-level in their industries, with the top three being in design, engineering and construction. 

Spanish is the most popular native language, followed by Portuguese, English and Chinese. Interestingly, we found that the majority of our users preferred to use English resources in studying for a LEED professional exam or working on a LEED project.

Learn more about getting relevant data on your customers

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