How does UX impact customer survey feedback?

Surveys remain an important tool to help companies measure customer satisfaction and see how well a recent campaign has performed. It’s one of the best ways to learn what your target market wants. However, convincing your customer base audience to take and complete these surveys is another matter altogether. You need to make surveys more enticing and engaging to get the responses you want and avoid damaging your brand reputation with your most loyal customers. That’s where UX comes in.

Not only does UX apply to websites, but it also affects other aspects of your business that customers interact with, including surveys. Survey UX and your customers overall experience will impact how you get the data you’re looking for. How do you go about this?

Swytchback has reviewed the core principles and practices of surveying to help you understand how UX impacts customer survey feedback and how to make better surveys.

Core Principles for Surveys

According to HubSpot, there are three ideas you need to follow in survey design.

  • Clear: The survey design and goal should be clear from the get-go. The questions should also be easy to understand and respond to.
  • Concise: Many respondents tend to dislike surveys that are too lengthy. They consume time, leading to many not finishing them.
  • Communicative: Make sure that your survey is able to relay its intended message.

If customers find that the survey itself is easy to take, the answers required aren’t too difficult or lengthy, and the way in which you’ve sent out the survey is user-friendly, you’re much more likely to get better feedback.

What Type of Questions Should You Ask?

You’ll need to ask the right questions to get the data you want, but be sure to balance out the close-ended and open-ended questions. The former are ones with definite answers, while open-ended questions ask for more subjective responses.

How Long Should the Survey Be?

In general, keep the survey under 30 questions. It should also take less than eight minutes to answer; less than 3 is ideal. Lengthier surveys will result in "attention fatigue" and decrease the accuracy of the responses.

How Do Respondents Answer?

Effective surveys mix binary and multiple choice answers, slider scales, and blank “free text” fields where they can type their responses. The Likert scale, in particular, is an engaging tool to help respondents rate their feelings towards certain things or ideas.

Use of Media

Images and short video clips can help clarify and provide context to questions that are just too complex to put into words. This is especially true for new or conceptual products that might need to be explained in great length and of course for visual marketing assets like logos or the imagery used for e-commerce..


What will the respondent get after answering your survey? To entice them further, you’ll want to add incentives. That way, they’ll know that sharing their opinion matters and that something is waiting for them at the end.

Make Your Surveys More UX-Optimized With Our Help

Now that you understand the importance of UX in surveys, are you ready to make better surveys? Swytchback specializes in optimized customer survey design. We offer comprehensive solutions to help you create intuitive survey UX for your upcoming market analysis or research projects. Contact us today to learn more about our services.

How Swytchback Is Changing Surveying

At Swytchback, we’ve created a unique visual survey experience that blends all three survey principles (clear, concise, and communicative) alongside the use of imagery and the familiar swiping motion of traditional mobile apps. Our patent-pending platform takes what most surveys can’t do to create an easy-to-use format that regularly exceeds 90% completion rates amongst customers.

We’ve worked with some of the world's leading brands to help them make impactful, profitable data-driven decisions with data that‘s processed in a fast, highly visual way. Our mobile-first survey design has been called “Tinder meets Survey Monkey” eliminating the need for slow loading, text-heavy, clunky traditional surveys most users are used to while creating a unique survey taking experience.

Interested in learning more? Schedule a demo with our team to get free, hands-on experience with our platform!



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