Increase PURL Conversions with Shorter Questionnaires

SurveyMonkey recently completed some research that answered the question: Does Adding One More Question Impact Survey Completion Rate?

The results are more or less what I would have assumed (But you know what they say about assuming).  So here is a report that adds some authority to our assumptions…

The research analysed respones and drop-off rates across 100,000 random surveys conducted by their users to better understand the relationship between drop-off rates and the length of surveys. According to SurveyMonkey:

 “As expected, the more questions per survey, the higher the respondent drop-off rate from start to finish.  Data suggests that if a respondent begins answering a survey, the sharpest increase in drop-off rate occurs with each additional question up to 15 questions.”

Survey dropoff rates

In an another piece of research, SurveyMonkey also found that:

“In addition to the decreased time spent answering each question as surveys grew in length, we saw survey abandon rates increase for surveys that took more than 7-8 minutes to complete; with completion rates dropping anywhere from 5% to 20%.”

Therefore, when using surveys or questionnaires with our PURL Campaigns, we need to take into account the length of our surveys if we want to increase response rates.  In essence, the shorter the better!