Design and Execution
Design and question execution are important for the look and feel of your survey. They also impact user behavior. Use these tips to design your surveys with results and response rates in mind.
Match your theme to your website. Pulse can do this for you!
Pulse will customize colors, fonts, and backgrounds via JSON “themes” so the formatting matches the brand.
Pulse thinks ahead to include those things you may not consider, like accessibility and dynamic screen sizes.
Capture open-ended feedback to get a good first read.
In version one, capture the customers’ words. You can then use these categories as answers for further questions.
What would you change about this page? (Open-ended question)
__________
Run survey top question for 2 months. Then, use the results to create the following:
What would you change about this page?
Add a search bar
Add pricing information
Provide visual instructions for set up
Remove ads
What would you change about this page? (Open-ended question)
__________
Run survey for 6 months or longer with little to no change.
Use “Other” or “Something Else” options to validate that your options are mostly correct.
Many Pharmaceutical companies cannot use open-ended questions. In this case, we recommend an “other” option to capture the percentage of answers that are missed by current answer choices.
We also recommend that Pharmaceutical companies add “Patient or Caregiver” as an audience segmentation choice because often time patients are visiting HCP sites. If so, this information can help you make important media purchase decisions.
How would you describe yourself?
Primary Care Physician
Endocrinologist
Anesthesiologist
Pain management specialist
Psychiatrist
Patient or Caregiver
Other
How would you describe yourself?
Primary Care Physician
Endocrinologist
Anesthesiologist
Pain management specialist
Psychiatrist
If you have analytics to connect to, you don’t need to ask about observable traits or behaviors.
Use the Pulse integration to Analytics (ex: Google Analytics) & use your analytics to track observable traits & behaviors.
Observable Traits:
Age
Gender
How often do they visit the site?
What do they use the Internet for?
What did they do on the site?
If you need to segment data but don’t use analytics, include those questions in the same survey
If you track segmentation data through an analytics platform and use this platform, Pulse can integrate with this platform. We recommend this approach because there is always a drop-off between questions.
However, if analytics are not easily accessible to your team, simply ask the segmentation question first.
How would you describe yourself?
Prospective customer | Past customer | Current customer ⤵️ Are you likely to purchase the item today?
Yes | No
Are you likely to purchase the item today?
Yes | No
When to deploy evergreen surveys vs. episodic surveys
Episodic Use Cases
Use an open-ended question to inform a v2 multiple-choice question
Ask before and after questions about specific content
Evergreen Use Cases
Compare the same questions across a number of pages on your site.
Compare answers pre & post-website change.
To build long-standing data over time.
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