Customer survey quality assurance / drop-off analysis
Several important aspects affecting the quality of your customer survey have already been covered in the chapters on optimising customer surveys and customer survey follow-up emails. This section focuses specifically on drop-off analysis, one of the most important quality assurance features in our survey tool.
High drop-off rate on the first page? No problem!
Naturally, you want a) plenty of customers (participants) and b) few dropouts. Nevertheless, some participants will drop out; this is unavoidable. But you do not simply have to accept it. Conduct a drop-off analysis, ideally just a few hours after launch. You will generally already have participants by then. Use their data to improve the customer survey for those who follow.
Example of a drop-off analysis showing no issues:
This is the ideal drop-off pattern: most customers leave on the first page. This is normal, as these are the customers who clicked the customer survey link without reading or simply out of curiosity. Many customers, though considerably fewer, leave on page 2, and half as many again on page 3. After that, the drop-off rate decreases and remains constant until the end. This means you have done everything correctly – there are no outliers and no particularly difficult or unappealing pages or questions.
High drop-off rate later in the survey – act quickly!
Examples of drop-off analyses that require swift action:
Here, far more customers leave on page 2 than on page 1. This is not normal and means that your second page needs to be revised. You can:
- Change the text
- Reword the question
- Add instructions on how to answer
- Change the question type
- Split or move questions if necessary
The following related topics may also be useful: writing questions, help for participants, question formats and question types
