Improve your survey return rates with Responsive Design

What is Responsive Design?

Responsive design (or adaptive website) is a method of designing websites that offers visitors an optimal viewing experience, whatever the medium used: computer, smartphone, tablet...

This means that users can easily consult the same website on a wide range of devices, without having to scroll horizontally or zoom in and out on touchscreen devices in particular, operations which can lead customers to close the page or email before reading.

What is Responsive Design emailing?

Nearly 50% of emails are opened from a mobile or tablet, according to the Mobile Marketing Association France barometer. This figure is rising steadily: 37% in June 2014, 45% in June 2015.
According to the same study, clicks on mobile and tablet are also on the rise (39% of the total in June 2015 vs. 34% in December 2014).

For users who have opened their email on mobile, only 7% will open it again on another medium (1). So it's essential to optimize your emails for mobile devices. To achieve this, the mobile vision really needs to be thought through in a special way. Here are a few best practices for successful Responsive emails.

Mobile version :

• The object must be short
• Text should be light and sufficiently large: one screen = one idea
• Prioritize width on PC versions and height on mobile versions to encourage vertical scrolling
• Mobile design must consist of a single 320-pixel-wide column
• The "call-to-action" button must be large enough and centered enough to be clicked with the finger, and must be placed at the top of the email (first 600 pixels).
• Images should be neither too heavy nor too large. They can be hidden or displayed cropped compared to the PC version.

What is a Responsive Design questionnaire?

If the customer opens the invitation email on their mobile, it's strategic that when they click on the questionnaire, it's displayed perfectly, otherwise there's a high risk that they'll get discouraged and close the survey page, increasing the abandonment rate.

The design of the questionnaire must therefore adapt to the width of the customer's screen. Screen resolution and size must be taken into consideration to ensure that text and images are displayed correctly. The questionnaire design will be based on a width of 750 pixels on a PC, and 320 pixels on a Smartphone.

Here are some best practices for responsive design questionnaires:

• Short questionnaire, no more than 10 questions/items to avoid tiring the respondent. This is true in all cases, but even more so if the respondent answers on a cell phone.
• Questionnaire on one page if possible, to avoid losing respondents between 2 pages, especially on mobile devices.
• Large, centered "call to action" buttons: minimum size for mobile display of 44 pixels by 44 pixels.
• Prefer series of individual questions for smartphone screens rather than tables.
• Questions must be programmed in HTML5 and not in Flash, which is not supported by Apple iOS or Google Android since version 4.1.

Rethinking online surveys

The development of an ergonomic interface adapted to all media means that the questionnaire display must be as uncluttered as possible. This trend is increasingly reflected in the ergonomics of new-generation websites, most of which use vertical scrolling and text in fonts 16 and larger.

This is in line with the golden rule of customer satisfaction surveys: get to the heart of the matter, and measure only those elements that have a real impact and over which you have room to maneuver.

Thanks to its expertise, SatisFactory can help you set up your Responsive Design satisfaction surveys, optimizing your return rate and ensuring one of the success factors of your continuous improvement project.

[1] source: https://www.e-systemes.com/live-blog/l-email-responsive-c-est-maintenant-nouveaux-comportements-mobiles-et-bonnes-pratiques/1376/