The influencing factors of Web page questionnaire response and the measurement criteria of Web questionnaire effect

Web page Production WEBJX article introduction: summarize the entrance design of the Web survey questionnaire.

In recent years, E-commerce, SNS rapid development, and has become a more and more important part of people's lives. They will inevitably feel some changes, whether the birth of new products, or old products for new look, it seems that these changes are more and more in line with our needs. And for the user researcher, in order to make the product more and more meet people's needs, in this process we often use a survey method is the questionnaire survey .

Referring to the questionnaire, we have to recall how the survey was conducted several years ago. I believe everyone remembers that we often see a group of people on the street with thick data in their hands, meet passers-by to intercept and ask to help complete the questionnaire, or you will find a questionnaire in your own mailbox; even when you're sitting on the couch watching TV, a phone comes in and the other side may ask you a series of questions ... ... Indeed, these are the previous methods of research. And now our survey?

Today, the rapid development of E-commerce, SNS is because we have used a tool-the network. At this point in the survey, the network has become a natural tool of choice. We can send emails to users through the network to invite them to fill in the answer; we can set up a link on the page that the user browses to to attract interested users to fill in the answer. Here, I would like to make a summary of the latter way, tentatively called the latter a Web questionnaire .

One, the Web page questionnaire effect measurement Standard

Whether it is a traditional questionnaire or a web questionnaire, the full number of questionnaires, the number of effective filling must be measured in two aspects of the results of the questionnaire, in addition, for web questionnaires, there is an important reference indicator is the number of responses to the questionnaire. For the prior knowledge of the total amount of research, we can calculate the questionnaire response rate, questionnaires complete the answer rate, effective filling rate, etc., to evaluate the effect of the launch.

If according to our test and process the intervention time of the questionnaire, we first see the number of responses to the questionnaire, followed by the full number of answers, and finally the number of effective filling. Response in the questionnaire survey of the most front-end, the number of responses to questionnaires and the number of complete answers often have the following relationship:

Number of responses = full number of answers + open but complete questionnaires

Of course, for the current level of technology, we do not need to carry out specific calculations, most of the system can always show the number of responses to the questionnaire.

"Response" is the user to fill out the first step of the questionnaire, especially the Web questionnaire, more rely on the user's conscious response to help us complete the collection of questionnaires. However, not every web questionnaire can achieve the desired results, what is the impact of the user response to the questionnaire? We grasp what factors to better through the Web page to recover the questionnaire to achieve the corresponding research purposes?

For these two issues, do this analysis, and share with you.

Ii. factors affecting the response of web questionnaire

Through the Web page to carry out questionnaires, we can not ignore is the choice of the premise of the method-to this page users are the target users of the survey. Then the user browsing volume of the page is bound to have an impact on the user's response rate, the higher the page view, then the user response to the questionnaire is relatively large. However, there is no comparable value in the size of Web browsing between different web questionnaires. No more analysis is done here.

In addition to the amount of web browsing, the factors that affect the response rate of the Web page questionnaire are from many aspects, and we find that the factors that influence the response rate of the questionnaire, such as the location of the questionnaire entrance, the interactive form of the questionnaire entrance, the factor that can help to improve the response rate of the questionnaire. The visual design of the entrance to the questionnaire, the guide copy of the questionnaire entrance. The following is a detailed description of these four aspects.

1, the location of the entrance of the questionnaire

(1) Top of page

The way to place the questionnaire at the top of the page is not much. The more important reason is that because the top is very hot at the resource level, the placement is often something that can directly affect the business benefits of the content.

However, if there is a chance to put the questionnaire, we must not miss, because this location than other locations, more easily get users ' attention.

The questionnaire at the top of the page is suitable for the collection of user feedback when the new product is on line, and the questionnaire is subject to the product update, which can be followed up by the feedback of the problem. Questionnaires are often shorter in length.

Advantages: Easy to get the attention of users

Disadvantage: The length of questionnaires is often shorter

The user can see the questionnaire before using this page, this can lead to two kinds of deviations: on the one hand, if the user does not use the page then answer the question, often do not achieve our goal; On the other hand, if the user is using this page with the questions in the questionnaire, the answer to the question cannot be avoided by the user processing, Rather than the user's first reaction.

(2) page left/right

The left and right side of the page is a position that is parallel to the main content of the page, and is used to make more of the questionnaire. The placement of the left and right questionnaires has largely reduced the "user use of the page" interference, but also means that users are concerned about the proportion of the questionnaire reduced.

A questionnaire on the left and right side of the page more suitable to solve the problem is "users encounter problems and products of the new demand", the questionnaire can be fixed or free, the topic can be simplified and complex, these need to see the form of the questionnaire to the interactive format, in the "Questionnaire Portal interactive Form" section will elaborate!

Advantages: Reduces interference with the user's use of the page

Disadvantage: By the entrance design, interactive form of greater impact

(3) Bottom of page

This position is fixed, often with the website authentication and so on content together, gives the user with more "the official" the feeling. Due to the characteristics of the questionnaire used in this position is often a relatively fixed problem format, the number of problems is moderate, can be long-term users of the page (or products) of the proposed recovery.

Advantages: can be long-term research

Disadvantage: less attention to users

Different Web sites have different advantages and disadvantages for the launch of the questionnaire, which is closely related to the objective of the questionnaire research, so we need to choose the right position to carry out the questionnaire with the research aim.

2. The interactive form of questionnaire entrance

In the Web page, there are many ways of interaction, different interactive ways to give people a different experience, of course, will bring different effects. So what are the interactive ways for web questionnaires? In this only floating, fixed type, pop-up summary.

(1) Floating type

Floating delivery is very easy to attract the attention of users, the release of the user on the page to follow the operation and floating, the disadvantage is that it may interfere with the normal operation of the user. Floating is often used for product updates in the questionnaire, to recycle users to use new products encountered problems and new requirements for the product. The questionnaire question form is relatively fixed, the topic is as concise as possible.

Floating questionnaires can be used for the top and left sides of a Web page.

(2) Fixed type

Once the form is fixed, there is a lack of attraction. But at the same time fixed also has the advantage, namely to bring the user less interference. Fixed delivery suitable for long-term recycling users of the product/page usage and needs, the questionnaire subject to the product research objectives, the length of the questionnaire is often longer than floating.

A stationary questionnaire can be used anywhere on a Web page and, in comparison, is the least likely to cause users ' attention when used at the bottom.

(3) Pop-up type

Pop-up questionnaire refers to the user to stay on the page to a certain time after the page automatically pop-up questionnaire entrance. This approach will, to some extent, interfere with the user's current operations, but from another point of view, this approach is very easy to arouse the attention of users. Since the pop-up has interrupted the user's current operation, its pop-up window is almost no longer limited by the attention points mentioned in the visual design (see the next section for details).

Interactive mode can be diverse, but the different interactive way to the user's interference degree is different, bring the questionnaire recovery effect is also different. You need to combine the behavior of the user on this page and the purpose of the questionnaire to decide what kind of interactive way to present the questionnaire.

3, the visual design of the entrance of the questionnaire

We might as well compare the following two questionnaires to the entrance:

If the two logo shown in the previous illustration is a Web page, which is more likely to be noticed by the user? Which questionnaires are more likely to be interesting? It is not difficult to find that the advantage of the former is obvious.

Good visual design can help to increase user responsiveness to the questionnaire, for the following two reasons:

(1) Good design can help to improve the user's attention to the entrance of the questionnaire

(2) Good design can help to improve the user's interest in filling in the questionnaire

But is this the goal that we are going to achieve in the entrance to the questionnaire? To solve this problem, I specifically understand the designer's basic idea when designing web pages. Designers in the design of the page, often need to consider the content of the page to arrange the overall visual effects of the page.

Then, for the short term questionnaire and long-term questionnaire delivery from different angles can provide different options. For example: Short-term delivery, then the need for a short period of time to maximize the recovery of user feedback, this time, the entrance of the questionnaire needs to be more attention, enhance vision. For long term questionnaires, it is not just for the first time that they are asked to fill out the questions, but for the second time they can find a way to fill in the blanks, even when they are having problems with other products, and they should know where to go for feedback. This is a higher demand, and is not a highlight of the visual attractiveness of the entrance can be resolved. In this case, we also need to consider the identity of the unity, identification of strong recognition.

1) The unity of the logo is not only reflected in the entrance of Taobao each page in the same position, but also reflected in the unity of visual design.

2) Identification of strong identification, can be added to the logo, initiating the main body and other elements to enhance the recognition.

Visible, visual design not only to take into account how to attract users ' eyeballs, but also to convey information to users, this information is lasting.

4. Guide copy of Questionnaire entrance

We say that the guide to the entrance of the questionnaire is very important, first, the text reflects the questionnaire is used to do what, and then reflect the user's attitude of communication; The final questionnaire of the same purpose needs to embody the unity of the copy.

So what does it take to guide the copy to let users know what the questionnaire is for?

(1) To enable users to know what the questionnaire is used to do, even if users know what to fill in this questionnaire, users can use this questionnaire to feedback;

(2) Non-questionnaire can solve the problem of proper drainage. This point requires the first to understand the user is often in the questionnaire to fill out what is not we want to recycle the problem, and secondly, for these are not the important issues we want to collect important classification, respectively, appropriate drainage.

Office Live Workspace is doing a very good job at this point, so let's take a look at the following picture (citing the analysis of Xiao-Jose):

What kind of communication attitude should be embodied in guiding copywriting?

(1) To make the user feel cordial--at this entrance can feedback I encountered problems;

(2) to make the user feel free-the completion of the questionnaire is I can choose, not mandatory.

Taobao electrical Appliance City of a facelift at this point to do very well, the text gives a very cordial feeling, let us feel the following, as shown in the following figure:

Why does a questionnaire of the same purpose need to guide copywriting?

At present, whether it is the same type of questionnaire research, or different types of questionnaires, the Web page presents a variety of guide language. such as: "Please help us improve!" XXX Feedback "," Say I use xx feelings "," I have comments or suggestions, with Taobao said two sentences, "" XX improvement suggestions "and so on. If the same user sees these copywriting, can you imagine how the user would understand them?

Why does the unified purpose questionnaire need the unification of copywriting? As visual design needs to give users a unified visual effect, the Unified Guide copy can enhance the user's perception of the questionnaire, reduce the users of different products appear in the copy of the learning costs. In this way, both the collection of questionnaires and the establishment of the originator's image are very helpful.

Thoughts on the User experience questionnaire

User experience Questionnaire delivery, is the long-term delivery, is in different pages for the launch, hope to recycle users to use our products encountered obstacles and the new demand for our products, and hope that users of our product satisfaction evaluation. Based on these basic conditions, we may wish to consider the following points, on the one hand, improve the user's feedback, on the other hand, to create the image, so that users in different products encounter problems can be feedback to us.

1, about the location of the entrance to the questionnaire

The user experience questionnaire is put on different pages, and the selection of the placement location should be selected according to the advantages and disadvantages of different positions. Users need to use our products after feedback, and the entrance needs to be more obvious. So it's a better choice to put it on the left and right sides of the page.

2. The interactive way about the entrance of questionnaire

User Experience Questionnaire is a long-term delivery, the questionnaire should be based on the user's understanding of the product/page. The launch of the questionnaire not only consider the user's first fill in, but also need to consider the user's long-term attention to the questionnaire, so easy to interfere with the user's way of using the product is not suitable for this, so the fixed type is the best choice.

3, about the entrance of the visual design of questionnaires

User Experience Questionnaire is a long-term delivery, the questionnaire should be based on the user's understanding of the product/page. Therefore, the visual design here can not be excessively enhanced, but the unity and recognition of the.

4. About Guide Copy

Through the page, resources are often limited, uniform, short, accurate copy is necessary. The copy that can be referred to is "my suggestion or opinion about XX".

Original: http://ued.taobao.com/blog/2010/09/24/summary-of-the-entrance-on-web-questionnaires/