Some organizers are experiencing lower response rates for their virtual event feedback surveys compared to live events. Five ways to banish survey blues from event survey and research specialists, Explori.
When conducted properly, event surveys can provide a wealth of information about what to keep and what to drop at your next event.
They can also provide useful insight on future revenue-generating opportunities and how to add value for attendees.
Here are five top tips:
1. Market your surveys
Too often surveys are the last thing mentioned in the final session of the day or as attendees are leaving the event. To increase responses ensure your attendees know it's important. You need to convince them that it is worth spending five to ten minutes sharing their feedback.
Simple ways to market your survey:
● Mention the survey on holding slides that play throughout the event,
● Mention the survey at the end of your content sessions
● In your pre-event marketing campaign highlight some of the changes/improvements you've made as a result of survey feedback.
At the bottom of this post, we have provided three free resources you can use to promote your surveys for your next virtual event.
2. Send out your surveys soon after the event
In our ten years working with clients to improve their feedback processes, we’ve found the most useful responses are delivered post-event when attendees and/or exhibitors have had time to reflect on how the event was for them.
That being said, you still need to strike while the iron is hot. We suggest you send out your post-event survey within a week of your event. The week buffer gives you a chance to add in any last-minute questions that may have popped into your mind during the event. Our data shows that the further away from your event you try to collect feedback the more you will cannibalize your response rate, so get it out as soon as possible.
In your email, consider highlighting how long the survey will take to complete. On average respondents complete three questions per minute so you can use this to work out the length of your survey.
With a well-designed, well-timed survey you can achieve a 20-30% response rate.
3. Use incentives
One of our clients organized signed copies of their headliners latest books and offered the set as a prize. In return, they achieved a 40% response rate. Decide whether or not you will give a high-value reward to a small volume of people, or if you will give a low-value reward to a larger volume of people.
Caution – beware of ubiquitous tech prizes that quickly lose their shine. It is sometimes better to give something specific to your event that will really fire up your attendees. Try to conspire with your exhibitors or speakers to offer a money-can’t-buy prize or experience, as demonstrated with the example above.
4. Create clear subject lines and calls to action
As most surveys are delivered via email it is important to follow email best practices to maximize your event survey response rate.
● Make sure your subject line is clear and obvious.
● Create clear and concise copy that explains the benefits of taking part in the survey.
● Include one clear call to action. Use the post-event survey email template above as a guide.
5. Send out reminders
A simple and effective way to increase your response rates is by asking your attendees for their feedback more than once. We recommend sending out reminders 3-5 days after the initial launch, followed by a final reminder 3-5 days later. Don't send your reminder emails on the same day of the week or time. It's best to try different dates and times to reach as many attendees as possible.
Download these free resources to promote your surveys: