3 More Elements to A/B Test on Surveys

Written by Abby Nieten on June 11, 2015

Posted in Form Optimization, Lead Generation

You may already be working your way through the Formstack list of conversion-crucial web form elements to A/B test. And if you work in a field like higher education or customer service, you might be wondering:

Are there additional split tests I should use for surveys?

Yes, there are.

The average survey conversion rate is 14%, according to the 2015 Form Conversion Report. Whether you’d like to exceed that benchmark or simply need more data, the following A/B tests will help you fine-tune your surveys and collect more submissions:

1. Incentive A/Incentive B

Let’s face it: Most people take surveys for the incentives.

But what motivates one audience may not work for another. Scientific studies have long shown that some consumers respond well to a one-in-a-million chance at winning a high-value prize, while others won’t bother with a survey unless they’re guaranteed a small token gift.

A/B testing two different types of survey incentives is a great way to learn what motivates your target audience. Once you’ve created your survey form, simply modify a description field so Group A sees one incentive, and Group B sees another. Then compare conversion rates to find out which type of offer entices more people to fill out your survey.

2. Section Breaks/Page Breaks

Conversion rates often triple when form fields are spread over multiple pages or sections. This is especially true of surveys, where the goal for many users is to answer questions as quickly as possible so they can collect your incentive.

In this test, you want to see which setup helps your users feel like they’re working their ways through your survey faster. Are they more likely to answer questions that are divided into a series of web pages with “next” and “continue” buttons? Or do they prefer to view those same questions all on one page with simple dividers and headers?

In version one of your survey, use simple section breaks to separate chunks of questions into categories on the same page. In version two, turn each of those categories into a page break. Both formats will offer a breather, but you may find that your audience responds better to one style over the other.

3. Long/Short

Are you embedding your surveys on Facebook? (If not, you should. The 2015 Form Conversion Report revealed that conversion rates increase 122% when users make forms accessible within Facebook Page tabs.)

On Facebook, more people are using mobile devices to take surveys. They’re also easily distracted by news feeds and message alerts.

So how many survey questions can you safely include in a Facebook survey? An A/B test will let you know.

In this case, the test is simple: Hold on to all your original survey inquiries in version A, then cut a few questions (or sections, if it’s a longer survey) for version B. Then compare conversion rates to see which results in higher response rates.

(Bonus tip: Use a Field Bottleneck feature to see exactly where users tend to drop off so you can accurately decide where to make cuts.)

As you conduct these and other A/B tests, be sure to incorporate important survey features—Social Autofill, progress bars, Pre-Populating Fields and so on—that have already been proven to help boost response rates regardless of what else you change.

Ready to get started? If you’re not already at the Platinum level or above, email our team to get instant access to Formstack’s A/B Testing feature. Then click “A/B Test This Form” in the Analytics tab for a step-by-step guide. Also, click below to check out our ebook on A/B Testing.