Back to Instructables

User Survey Structure

A blueprint for creating effective surveys that yield high-quality data and completion rates.

The Anatomy of a Survey

1

Introduction

Set expectations. Explain who you are, why you are conducting the survey, how long it will take, and ensure anonymity.

"Hi! We're improving our checkout process and would love your feedback. This survey takes about 3 minutes. Your responses are anonymous."
2

Screener Questions

Filter out respondents who don't fit your target audience early on to save their time and your data quality.

"Have you purchased running shoes online in the last 6 months?" (If No -> End Survey)
3

Body Questions (General to Specific)

Start with broad, easy questions to build momentum. Then move to specific, more complex topics. Group related questions together.

General: "How often do you shop online?"
Specific: "Rate the clarity of our size guide."
4

Demographics (Optional)

Ask personal questions (age, income, location) at the end. People are more likely to answer these once they've invested time in the survey.

5

Closing

Thank the participant. If you offered an incentive, explain how to claim it. Provide a way to contact you.

"Thanks for your time! Your feedback helps us build a better product."

Best Practices

Keep it Short

Respect the user's time. Aim for 5-10 minutes max. Every additional question increases the drop-off rate.

Avoid Leading Questions

Don't bias the answer. Instead of "How much do you love our app?", ask "How would you rate your experience with our app?"

One Idea at a Time

Avoid "double-barreled" questions like "Is the tool fast and accurate?" If it's fast but inaccurate, the user can't answer correctly.

Balanced Scales

When using rating scales (Likert), ensure there are equal positive and negative options, and a neutral midpoint.