Jonathan Sockell

Mobile attention spans are short. But in case you’re skeptical, the graph below shows survey drop off rates on mobile and desktop for the exact same questionnaire. (Drop off rate measures if a survey that was started ended up completed.)
No mobile versioning
Although the mobile version has a custom look and feel for the smaller screen (best practice), notice how much higher the drop off rates are on mobile. It’s proof the mobile attention is limited. While the data backs it up, it’s also kind of obvious that both the form factor and the fact that mobile implies “on the go” would deter from time spent by anyone on a mobile survey.
To circumvent mobile’s higher drop off rates, we recommend survey versioning: the practice of reducing a survey’s total number of questions when viewed on mobile. Some of our customers have gone to completely SMS surveys as well, keeping it short, but allowing for direct feedback on the experience the customer just had with their Telecom provider or Retailer.
The next example shows drop off rates for mobile and desktop again, but this time from a client who practices mobile versioning:
Mobile Versioning
In this case the drop off rates for mobile and desktop are practically identical.
Best Practices For Mobile Versioning
Your feedback solution should recognize if the device is mobile or desktop, and then send the appropriate questionnaire automatically. To ensure that your shortened mobile survey’s results are just as meaningful as the desktop version, we recommend the following:
1. Mobile surveys should take 2 minutes max.
2. Focus primarily on key driver questions (overall satisfaction, likelihood to recommend, overall service, etc.), and leave out the rest.
3. Include at least one open ended question. A good text analytics engine (that is integrated with your survey analytics engine) will capture verbatim insights that dive deeper than key driver questions. Encourage people to use ‘voice to text’ (Siri) to make their comments too.
4. The drop off rate on mobile should match the drop off rate on desktop or potentially even be lower.
Checkout Part 2 of Medallia’s Mobile Customer Experience Webinar Series on Wednesday 3/6 for more best practices on mobile analytics and action.

Photo credit: Bernard Goldbach