Hack #6 for a WOW CX Management
A/B Testing in Surveys, as with Ads, to Know What Works Best
Many companies are missing out on opportunities to listen better (and more) to their customers, by always offering them the same surveys, without any personalization or changes to make them engage more.
Sometimes, it is necessary to ask our users questions that can be addressed in different ways, so doing A/B testing in your surveys can help you get the same information while learning what works better with your customers, and thus boost your response rates.
To get a more efficient survey, you can start from some hypotheses that will become variables, A and B in this case, and also from two samples of clients that will be shown, randomly, one of the two variables. That is, one part of our clients will see version A, and the other part, version B.
This way you will be able to discover which one of the two achieves your objectives in a faster and more effective way, whether it is higher response rates, faster response times, or more dynamic interactions with your brand, among other factors.
How to Incorporate A/B Testing in Surveys to Optimize Your Experience Management
Comparing two or more versions to see what works best is not something of our time. The A/B testing, as we know it today, began in the 90s, over diverse applications, and has been evolving and becoming more relevant now in the digital world.
Regarding the A/B testing in surveys for Experience Management, there are three ways to compare results:
- Show slightly different versions of a survey to different clients to test which one works better.
- Randomly change the order of questions (and options within a question) to minimize bias.
- Divide a long survey into smaller parts and show only one part to each user.
Don’t you know which question to start your survey with? Or do you simply want to discover a more refined way to start your survey? Randomize the order of your questions and find out how to get more engagement with your customers.
It’s one of the simplest variations, but it will give you a lot of information on how to ask your target, without asking boring and inefficient questions that aren’t getting the number of responses you expect.
We have already mentioned that with shorter surveys you can get the same results as you would by asking multiple questions in one survey, simply by randomizing which questions are displayed to whom.
If you do this, you will get to know your customers fast and simply. You will also manage to decrease the cognitive workload of your users, hence boost the response rates. And, as a whole, you will get answers to all the questions. This will allow you to obtain the same knowledge about your clients, but through shorter surveys that offer you quality answers.
Analyze the Information, so You Don’t Miss Anything
Thanks to the analysis of the information you get with A/B testing in surveys, you will not only get information related to clicks, ratios, or profits, but you can discover which are the pain points of your customers to act on and minimize them. You can also improve your speech in order to communicate in a more natural way, or even get to know insights on why your customers come back.
Besides measuring and collecting VoC, you will get all the necessary information to know and establish clear points of business improvement and work on it. In addition, if you have Dashboards, you will be able to make real-time decisions through the validation of your hypotheses.
Throw away the mindset that an A/B test is just a “when I feel like it” tool when really it’s more of a necessity. – Julie Boisen, from Admiral Digital
Optimizing Results, The Goal of A/B Testing in Surveys
Customizing your form depending on who visits your survey (either through mobile, web, or app thanks to the omnichannel), will allow your brand to optimize survey results to get the most possible information of the feedback from your customers or employees.
Optimizing your website, app, and any channel your customers use to contact you will allow you to generate more revenue while improving their overall Customer Experience.
The main goal of running A/B testing in surveys is that both your company and your customers can benefit, either with a more personalized treatment, or fewer pain points during the process, for example.
To achieve an emotional relationship with your clients, to know them better, and to boost your response rates… use the advantages of doing A/B testing in surveys, offering a WOW Experience Management for your customers, and differentiateing yourself from your competitors with OPINATOR.