Customer surveys must enable meaningful interaction between brands and customers. Surveys are not merely data collection tools but opportunities to build trust by authentically conveying a brand's values. Crafting surveys that reflect this ethos is key to fostering positive customer experiences.
Survey design usually refers to research design. But we need to take this term more literally, and start thinking about the actual design of surveys - its UI and UX.
Why does a well-designed survey matter for your brand?
In essence, well-designed surveys not only yield quality data efficiently but also reinforce your brand's commitment to customer satisfaction and authenticity.
Enhances customer experience
Incorporating your brand's identity and sincerity into surveys is crucial for delivering a positive customer experience. When customers feel heard and valued through personalized survey designs, it optimizes their perception of your business. By nurturing customer experience and loyalty in this way, you naturally boost conversion rates.
Boosts Response Rates:
Insufficient responses hinder meaningful insights. A bland, impersonal survey design can deter respondents and lead to disengagement. Customizing surveys with options like font formats, theme colors, and transition effects creates an inviting atmosphere akin to a luxurious hotel, enticing respondents to participate and share genuine feedback.
Builds Reliability
Customers encounter numerous surveys, but those lacking brand identity can feel impersonal or even suspicious. Conversely, surveys that leverage design customization capture attention and instill trust. By aligning the survey experience with your brand, you create a safe space for customers to share their thoughts, enhancing reliability and deepening customer-brand connections.
💡What makes Smore stand out in survey design?
Customer surveys should be all about creating an experience that customers enjoy. That's why at Smore, we believe in providing not just a survey, but an engaging and visually appealing journey. Our customization options go beyond the basics, allowing you to add your personal touch to every aspect of your survey.
We believe in giving you complete control over your survey's look and feel. With Smore, you can customize everything from backgrounds to buttons, ensuring that each question stands out and keeps respondents interested. Want to highlight a particular question or set a different mood for each section? Customize the style for each page. And when it comes to colors, we don't believe in limitations. Say goodbye to preset color options – with Smore, you can fine-tune every detail by entering your brand’s color codes.
But we don't stop there – we also offer dynamic design features to enhance the interactive experience. Choose from a variety of screen transition effects to add some flair to your survey, or customize the loading screen text to make it uniquely yours. And for those extra special moments, why not add a fireworks animation to celebrate top scores? It's all about making survey-taking feel like a fun game, even in those short moments between questions. With Smore, your surveys will not only look fantastic but also be a joy to complete.
Smore VS Google Form
Let’s compare the design customization function of Smore and Google Form in detail.
✔️Comparison Point 1: Cover Page
Google Forms lacks a dedicated cover page, limiting options to just adding the survey title and basic instructions in the header section. Consequently, respondents often encounter a repetitive format across different surveys, leading to survey fatigue even before they begin. This fatigue can hinder response rates regardless of the survey's content.
In contrast, Smore offers robust cover page customization options, allowing you to create a captivating first impression. You can add logos, images, and customize text colors for the title and subtitle. Additionally, features like displaying the number of participants or share buttons enhance engagement.
Moreover, you can customize preview image for link sharing with Smore. This customization lends a unique identity to your survey, sparking curiosity and increasing participation rates. Ultimately, Smore empowers you to cultivate a respondent-friendly environment right from the start, beginning with your survey's cover page.
✔️Comparison Point 2: Question Pages
In Google Forms, you have the option to tweak the text font, text color, and form background color using the ‘Theme’ features. You can find these options by clicking the palette-shaped button on the top right corner. However, the downside is that once you pick a theme, it gets applied to the entire form. This means you can't customize each question differently, resulting in a monotonous design from start to finish. This lack of visual variety can bore respondents and cause them to drop off.
Smore offers a more flexible approach. With Smore, you can click on the palette-shaped button at the top right corner of each component block to customize the style individually. You have the freedom to upload background images, choose background colors, and even adjust button colors. Plus, you can add special effects like ‘blur’ or ‘darken image’ to fine-tune the look of each question. By creating unique designs for each question using this customization feature, you can grab respondents' attention and keep them engaged throughout the survey.
✔️Comparison Point 3: Text Customization
In Google Forms, you're limited in your ability to customize text, making it difficult to emphasize specific parts within a question. Most critical limitation is that you can’t change the text color.
Smore offers much more flexibility. You can customize text setting and color. You can also select specific words to customize. This allows you to visually highlight important information, ensuring that respondents don't overlook key details.
✔️Comparison Point 4: Detailed Question Type Design
Google Forms only offers one format: linear scale. You can edit the left/right labels but that’s the extent of it.
Smore’s has a wide selection of rating type questions to choose from: rating, scale, NPS and slider. And you can customize the button shape to bridge the gap with respondents and present questions or survey topics more intuitively. For instance, opt for a thumb-shaped ‘recommend’ button for queries about product recommendation levels or a ‘pencil’ shape for surveys on lecture satisfaction.
✔️Comparison Point 5: Interaction Design
Google Form has no option to customize the screen transition between submitting the form and showing the ‘thank you’ page.
With Smore, you can fine-tune how the screen transitions between each question. Additionally, you can personalize the appearance of the 'Waiting Screen' that appears after the respondent hits ‘submit’ and the ending page appears. This attention to detail, even in brief moments, adds a touch of fun and emotion for participants. Such interactive design, responsive to the respondent's actions, fosters an enjoyable survey experience, leaving them eager to participate in future surveys.
✔️Comparison Point 6: Ending Page Design
In Google Form, the ending page has few customization options. You can edit the confirmation message in the 'Presentation' section of the 'Settings' tab. Features like layout changes, image or video additions, embedding, and CTA buttons are all unavailable. This acts as a barrier to communicating genuine appreciation to your customers who filled out your survey.
In Google Form, there's not much room for customization on the ending page. You're limited to tweaking the message displayed when respondents finish the survey. Unfortunately, you can't add fancy elements like images, videos, or action buttons to enhance the closing experience.
Smore stands out with its array of features designed to create a personalized ending page experience after respondents submit their answers. Going beyond a simple ‘Thank you' message, Smore recognizes that respondents deserve a more meaningful conclusion to their survey journey.
With Smore, you have the freedom to choose the layout of your ending page and incorporate various elements like images, videos, or links to provide additional information. This allows you to extend the conversation with your audience beyond the survey, potentially turning respondents into loyal brand supporters. Plus, by showing genuine interest in connecting with your customers, you can boost their perception of your brand.
With Smore, you have the power to add intricate details to your surveys using its wide range of design customization features. This not only enhances the survey experience but also shows your genuine care for your customers.
Showcase your authenticity by creating surveys that are tailored to your brand and your audience. Best of all, you can explore these features with Smore's free plan. Give it a try today! 😊
