Event surveys are the unsung heroes behind every successful event. They provide critical insights that help planners refine logistics, enhance attendee experiences, and improve future events.
However, one major hurdle remains: getting people to actually complete these surveys. Low response rates can limit the quality and scope of feedback, leaving planners guessing about what worked and what didn’t.
So, how do you encourage attendees and exhibitors to share their thoughts? This comprehensive guide outlines best practices to boost survey participation and gather meaningful data, which should help sharpen your event marketing strategies.
Start with a Clear Purpose
Before crafting your survey, define its core objective. This just means asking yourself what it is that you want to know? What information will help clarify and refine your efforts at creating an exceptional event? For instance, are you seeking feedback on the overall event experience, specific sessions, exhibitor satisfaction, or logistical details?
- Clarify Your Goals: Each question should tie directly to your objectives. Avoid filler questions that don’t provide actionable insights.
- Tailor the Survey: Consider creating different versions for attendees, exhibitors, and sponsors. Customization ensures relevance and keeps respondents engaged.
- Communicate the Purpose: Let respondents know why their feedback matters. A brief introduction explaining how their input will be used can motivate participation.
Discover Essential Questions to Ask in Pre- and Post-Event Surveys to maximize your event’s impact!
Timing is Everything
As much as the content of your survey is critical, so is your plan to distribute it. When you send your survey can significantly impact response rates. To help you plan, check out our Top Emails to Include in Your Event Attendee Email Campaign, which features the best correspondence to send before, during, and after your event, including — you guessed it! — surveys!
- Pre-Event Surveys: Send these 1-2 weeks before the event to gather expectations, session interests, or logistical concerns.
- Post-Event Surveys: Aim to send these within 24-48 hours after the event when experiences are fresh. Delays can lead to lower response rates as attendees return to their routines. Need some help figuring out how to reconnect with your attendees, post-event? Take a look at our Top Post-Event Emails for some guidance.
- Strategic Reminders: Send 1-2 polite reminders to non-respondents, spaced a few days apart. Highlight the importance of their feedback without being intrusive.
- On-Site Surveys: Use quick, targeted questions during the event to capture real-time feedback. QR codes at session exits or mobile app notifications can prompt instant responses.
Discover how Using QR Codes for Event Check-in At Conferences can help enhance attendee engagement, including survey completion!
Keep it Short and Focused
Survey fatigue is real. Long, tedious surveys are often abandoned midway. To keep respondents engaged:
- Limit to 5-10 Key Questions: Focus on the most critical insights you need.
- Prioritize Must-Have Data: If certain data is “nice to have” but not essential, consider omitting it.
- Mix Question Types: Use a combination of multiple-choice, Likert scales, and a few open-ended questions for comprehensive insights without overwhelming respondents.
Personalize Your Survey
In case you missed it, personalization is no longer a “nice touch,” but an expectation. Starting with personalizing event registration, this personal approach can significantly boost response rates by making respondents feel their input is valued. Let’s face it — it is!
- Address by Name: If possible, personalize greetings using the respondent’s name.
- Use Branching Logic: Customize the flow based on answers. For example, exhibitors might skip attendee-focused questions, making the survey feel more relevant.
- Segment Your Audience: Create tailored surveys for different groups (attendees, sponsors, speakers) to ensure questions are pertinent to their experiences.
Pro-tip: While we’re on the subject of personalization, take a minute to read all about how you can Channel the Power of Registration Data to Create Effective Event Attendee Personas for Better Events.
Design Matters: Make It User-Friendly
A well-designed survey is easy to complete and visually appealing.
- Mobile-Friendly Design: Many respondents will use their phones, so ensure the survey is responsive.
- Clean Layout: Use clear fonts, logical flow, and concise instructions to guide respondents seamlessly.
- Accessibility: Ensure your survey is accessible to people with disabilities. Consider screen reader compatibility and clear contrast in colors.
Offer Incentives to Encourage Participation
Incentives can be powerful motivators, but they need to be meaningful and appropriate.
- Gift Cards or Prizes: Small rewards like $10 gift cards or entry into a raffle can boost participation.
- Exclusive Content: Offer access to premium content, session recordings, or early-bird discounts for future events.
- Transparency is Key: Clearly explain how winners will be chosen and when prizes will be distributed to build trust.
Promote Your Survey Strategically
Getting your survey in front of the right audience requires strategic promotion.
- Email Campaigns: Send personalized emails with direct survey links. Craft engaging subject lines to capture attention.
- Event Apps & QR Codes: Integrate the survey into your event app or display QR codes at strategic locations for easy access.
- Social Media: Leverage your event’s social platforms to reach a broader audience, especially for public events.
- On-Site Kiosks: Set up tablets or kiosks where attendees can provide feedback before leaving the venue.
Build Trust and Show Appreciation
Trust is essential for honest, thoughtful feedback.
- Ensure Anonymity: Reassure respondents that their feedback is confidential, especially for sensitive topics.
- Demonstrate Impact: Share a post-event report highlighting how past survey feedback led to tangible improvements.
- Thank Respondents: A simple “Thank You” message or follow-up email can go a long way in showing appreciation.
Bonus Tips for Maximizing Response Rates
- Use Engaging Language: Keep your tone friendly and conversational.
- Test Your Survey: Send test versions to colleagues to catch errors and ensure a smooth experience.
- Optimize for Completion: Include a progress bar to show respondents how much of the survey remains.
Expo Logic: Your Ally in Achieving High Response Rates Through Thoughtful Surveys
Crafting the perfect event survey isn’t just about asking questions—it’s about creating an engaging, purposeful experience that encourages participation. By defining clear objectives, optimizing timing, personalizing content, and building trust, you can significantly boost response rates and gather insights that drive event success.
Elevate your efforts with Expo Logic’s proven end-to-end event technology! Request a demo!
