Expert en feedback management - Spécialiste dans la mise en place de baromètre de satisfaction et d'enquête de satisfaction
Expert en feedback management - Spécialiste dans la mise en place de baromètre et d’enquête de satisfaction
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16 November 2015

Improve your satisfaction survey return rate with responsive design

Nearly 60% of residents in France use a mobile device to go online, and nearly 4 out of 10 households own a tablet, according to a Mobile Marketing Association France survey. More and more people are using mobile devices to go online: 70% of people go online on their computer and on their mobile devices at the same time.

To continue to improve return rates for your online surveys, optimising how your emails and surveys are displayed according to the way your target audience is online is a real preoccupation for businesses, and thus for SatisFactory.

The challenge is to ensure a quality user experience so as to not degrade, or even improve, return rate while ensuring that the data obtained is as trustworthy as possible.

What is Responsive Design?

Responsive design is a way of designing websites that offers visitors an optimal experience, whatever their medium: computer, smartphone, tablet, etc.

The user can easily view the same website over a large range of machines, without having to scroll horizontally or zoom in and out on touch screens. Otherwise, having to perform these gestures can cause the customer to close the page or email without reading it.

What is a Responsive Design email?

Nearly 50% of emails are opened on a mobile or tablet, according to a Mobile Marketing Association France survey. This figure continues to grow: 37% in June 2014, 45% in June 2015.
In the same study, clicks on mobiles and tablets also grew (39% of total in June 2015 vs. 34% in December 2014).

For users that opened their email on mobile, only 7% later reopened it on another medium (1). It is therefore essential to optimise your emails for mobiles. In order to achieve this, mobile design must be approached in a particular way.

Here are some best practices for responsive email success. For the mobile version:

  • The subject line must be short
  • Text must be light and in a large font: one screen=one idea
  • Give priority to width on the PC version and to height on the mobile version to encourage vertical scrolling
  • Mobile design should only have one, 320-pixel-wide column
  • The “call-to-action” button should be sufficiently large and centred to be able to tap it with your finger. It should be placed in the upper part of the email (within the first 600 pixels).
  • Images shouldn’t be too big nor the file size too large. You can hide or clip them on the mobile version

  • What is a Responsive Design questionnaire?

    If the client opens the invitation email on his or her mobile, it is strategically important that the questionnaire is displayed perfectly when he clicks on it. Otherwise, there is a great risk that he will lose interest and close the page, increasing the abandon rate.

    The questionnaire’s design must adapt to the width of the customer’s screen. Screen size and resolution must be taken into consideration so that text and images are displayed correctly. The questionnaire should have a design based on a width of 750 pixels on PC and 320 pixels on smartphones.

    Here are some good practices for responsive design questionnaires:

  • Keep the questionnaire short, no longer than 10 questions/items so the respondent doesn’t lose interest. This is true in all cases, but especially so when responding on mobile.
  • Keep the questionnaire to one page, if possible, to avoid losing the respondent between two pages, especially on mobile.
  • Create big, centred “call to action” buttons: minimum size of 44 by 44 pixels for display on mobiles.
  • Use series of individual questions for smartphone screens instead of tables.
  • Questions should be programmed in HTML5 and not in Flash, which is not supported on Apple iOS or Google Android since version 4.1.

  • Rethink online surveys

    Creating user interfaces for all media requires stripping down questionnaire display as much as possible. One trend that we are seeing more and more is new-gen websites that use vertical scrolls with text in 16-size fonts or larger.

    This goes along with the golden rule for customer satisfaction surveys: focus on the essential, only measure elements that really have an impact and where you have room for manoeuvre.

    SatisFactory draws on its expertise to accompany you in creating satisfaction surveys in Responsive Design, optimising your return rate and ensuring one element to help you continually improve.

    [1] source :

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    Anaïs MARTIN
    Account Manager

    Aurélie RAINASSE
    Account Manager

    Do you need more information ? Contact the author :

    Some rules when creating your customer satisfaction survey…
    Designing an email invitation for a customer satisfaction survey

    SatisFactory | Spécialiste barometre et enquete de satisfaction