Landing pages help to improve survey engagement by providing an online destination where potential responders can get all the information they need to make a submission.
Landing pages are easier to share and distribute than direct links to surveys, and they give you the opportunity to capture traffic appropriately in order to get the best data and results out of your survey efforts.
Not sure what landing pages are, and why they’re great for marketing campaigns? Find out more, here.
Building landing pages specifically for surveys requires creative thinking. How will your landing page turn incoming traffic into willing, high quality responders? How can you maximise your survey results by converting as many landing page visitors into responders as possible?
What are the best practice tips and tricks for building landing pages for your online surveys?
Here are 3 tips for building landing pages for your online surveys, in a way which will maximise the amount of responses you receive.
1. Explain what the survey is about, and how long it’ll take
Your landing page goal should be to convert traffic into survey respondents. That’s why your landing page copy has to explain what the survey is, what it’s for, and how long it will take.
Having to explain the survey and what it’s for is a no brainer. Traffic who land on your landing page need to be able to get the overall idea of your survey without having to scroll and read a novel to do so. Make sure your explanation is clear, up the top of your copy, and incredibly short and sweet. You can briefly mention what you will use the responder data for – especially if it acts as an incentive, e.g. “We’re using your feedback to build our new product”.
As for mentioning how long the survey will take, it’s important to keep your surveys short and to let your landing page traffic know just how short it is. People are far more likely to commit to completing your survey if they don’t have to guess how long it’ll take them. A quick, “this will only take you 5 minutes!” is an easy way to affirm page visitors, and get them to bite the bullet.
Without mentioning the length of your survey, you run the risk of most of your traffic tuning out, because many people will imagine the worst; that your survey is long and cumbersome.
2. Embed your survey directly, or make your CTA obvious
Why not make it almost too easy to fill out your survey? Embed your survey directly on your landing page so that convinced visitors can get down to submitting their responses soon after they land.
Depending on how you’ve set up your survey, you may be able to embed it directly on your landing page. If you can’t, then do the next best thing: make your call to action (in this case, to fill out your survey) impossible to miss.
Include multiple, brightly coloured, large buttons throughout your landing page. These should all be hyperlinked to your survey. One should be visible as soon as you land on the page, whilst others should be dispersed throughout your content, so that wherever a visitor is on your landing page they can choose to convert without a second thought.
By making conversion ridiculously easy for your landing page traffic, you streamline and maximise your survey responses – which is the main benefit to having a landing page in the first place.
3. Mention a strong incentive for completing the survey
Having a landing page for your survey gives you the chance to really sell the survey to potential respondents. Why should visitors fill out your survey? What’s in it for them? Hopefully the reason for why you’re collecting the data is of some use to your page visitors, but beyond that you could provide further incentives.
Here are some examples of survey completion incentives:
- Every respondent is automatically entered into a lucky draw to win luxury prizes.
- Every respondent receives an automated email at survey completion. The email includes relevant educational material, and/or VIP links to special info and/or events.
- Every respondent receives digital vouchers for your company’s products.
You get the idea!
Whatever your incentive, give it a prioritised space in your landing page content. Perhaps add a visual badge to your page mentioning “Prizes!” or “VIP discounts!”. Or simply write out your incentive within the first paragraph. You might even want to go all out, and explain your survey, its purpose, and the incentives it provides in a super quick animated video embedded straight on the page. Landing pages give you options like these that you’d otherwise have to do without when sending survey links directly, or using email to grab potential responder attention.
However you choose to go about it, make sure your incentive is obvious. You want your landing page traffic to take the bait as swiftly as possible!
Using landing pages for your online surveys enables you to better strategise your survey overall. A survey is only as useful as the diversity and volume of data it produces, so it’s definitely worth investing in a strong conversion strategy. Landing pages not only offer a neat funnel to drive traffic towards, but they give you all the digital and web-based content options you need to sell your survey’s case, and make it near irresistible to fill out. Maximise your survey responses and make sure you pair up your next online survey with its own dedicated landing page.
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