Submission Rates
What do submission rates mean? Are there things we should do to improve them?
Why we focus on Submission Rates
When we discuss metrics, especially in the realm of customer feedback, the terms "response rate" or "submission rate" frequently pop up. But why is it such a focal point for us? Let's delve into the reasons.
Three Drivers of Submission Rates
Since our primary goal is to leverage direct customer insights to enhance customer experiences, ensuring a seamless and user-friendly data collection process seems appropriate. Submission rates can be one indicator of how seamless and relevant a survey is to your user base.
From our observations, three critical factors drive submission rates and make surveys relevant:
Targeting: This entails asking pertinent questions to the right audience at the most appropriate time.
Contextual Delivery: Integrating the survey seamlessly "as content" ensures it doesn't appear as an afterthought, thereby reducing barriers to answering.
Content: Crafting engaging questions that users feel motivated to answer is pivotal.
What's a "good" submission rate?
A typical intercept survey usually gets less than 1%. Pulse Insights builds surveys that are more integrated into your user's experience and, because of this, we usually see submission rates well above 1%.
So, you’re doing well if you are 2% or more! However, we’re here to help you improve and gather data faster.
The core aim is to collect data that aids decision-making and marketing strategies. The rate at which this data is acquired is of secondary importance
What can High Submission Rates do for you?
Yield fast learnings
Prevent survey fatigue (because you don't need to keep the survey up as long)
Give you representative learning (fast!)
Additionally, high submission rates imply that you've considers the three drivers above and are providing a good, and relevant end-user experience.
Should I be concerned about a low submission rate?
Experiencing variations in submission rates is natural. A lower rate isn't necessarily a failure; it's an invitation to reevaluate and innovate. Potential solutions include optimizing the survey's content, refining the copy, rearranging the sequence to lead with more engaging questions, enhancing targeting, or improving the format. We've witnessed these tweaks resulting in significant improvements.
If after all adjustments, work with your CSM to enable 'Viewed Impressions'. Also remember that the industry average is often below 1%, and the core aim is to collect data that aids decision-making and marketing strategies. The rate at which this data is acquired is of secondary importance. Fluctuations in submission rates will persist.
Is the data still representative if it has a lower submission rate?
A common concern is the credibility of data derived from a lower submission rate. The answer is yes; such data can still be representative, especially for the kind of decisions we base on it. However, it's beneficial to employ margin of error calculations to gauge the data's reliability.
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