Your Next Insight Is One Question, One Answer Away
Proven rules for building surveys people actually finish—and you actually use.
How to Build Surveys Your Audience Will Actually Complete
This is a follow-up to the last post on why surveys can provide useful insights for your business.
Creating a survey that people finish isn’t magic—it’s method. Follow these clear, no-jargon rules to design and deliver surveys that boost completion rates and give you the insights you need. A list of recommended survey tools is at the end of this post.
1. Define One Clear Objective
Before writing questions, decide exactly what you want to learn.
Example: “Which weekday works best for our weekly coaching calls?”
Focus keeps you from adding distracting or irrelevant questions.
2. Keep It Ultra-Concise
Aim for 3 questions or fewer.
Use yes/no or multiple-choice formats.
If you must include an open-ended question, limit it to one.
Short surveys feel fast—and fast surveys get finished.
3. Write Questions Like a Friend
Use everyday language:
❌ “Please indicate your preferred frequency of newsletter receipt.”
✅ “How often do you want to hear from me?”
Friendly tone lowers friction and boosts completion.
4. Order for Flow and Motivation
Easy opener: demographic or simple preference
Core question: the main data you need
Optional insight: one open-ended feedback question
Starting easy builds confidence; ending with open text still captures depth without scaring people off.
5. Use Conditional Logic
When possible, show follow-ups only to relevant responders.
If someone picks “A,” reveal Question 2A; if “B,” reveal Question 2B.
This personalization keeps each respondent’s path tight and relevant.
6. Craft a Compelling Invite
Frame your ask with clear benefit:
“Quick favor—help me pick next month’s topic and I’ll send you an exclusive tip sheet!”
Highlight what they get and how short it is (“2 clicks, 30 seconds”).
7. Time Your Outreach Right
Email surveys: Send mid-week mornings (Tuesday–Thursday, 9–11 AM).
On-Website surveys: Trigger after 60–70% scroll depth or on exit intent.
Good timing catches people when they’re most attentive.
8. Send One Reminder
A single, polite follow-up 3–4 days later can lift responses by up to 15%.
Keep the reminder ultra-short: “Still curious what you think—2 quick clicks here.”
9. Test, Preview, and Proof
Complete your own survey on desktop and mobile.
Check for typos, broken logic, or awkward phrasing.
A smooth experience means fewer drop-offs.
10. Share Results Quickly
Once responses roll in, send participants a summary:
“Thanks for your feedback! Here’s what 200+ readers picked—and how I’m using it.”
Transparency rewards participation and primes them for next time.
Survey Tools
Here are a few options to get you started—each takes minutes to set up. I’ve used all of them and there are substantial variances in features and technical implementation:
Google Forms: Free, simple to customize, integrates with Sheets. Not a very attractive appearance but get’s the job done. Results are stored in a Google Sheet.
Typeform: Offers a conversational interface and conditional logic in a sleek package. You can control the experience and templates are provide. Approx $20+ a month based on features.
SurveyMonkey: Robust analytics and templates for quick launches. One of the original survey tools that’s been around for over a decade. It’s getting more expensive.
Substack Polls: One-click polls embedded directly in your newsletter. Cheap but limited functionality. Good for short polls, not surveying.
Tally.so: Unlimited questions, no-code logic, and easy embeds on any site. Free or inexpensive
Gravity Forms: A sophisticated forms creator tool for WordPress websites. If you need web forms and an occasional survey, it’s cost effective and worth the money. Requires a little more time to setup that Google or Typeform.
Pick the one that fits your workflow, stick to these rules, and you’ll be well on your way to surveys that inform strategy—and actually get finished.