We recently updated the design of our feedback forms and offered our clients the option of how they want to send them – either all questions on a single page or one question per page. You can choose your preferred version in the Form Composer and try it out.
We decided to offer two versions to our clients after performing multiple intensive studies and user testing.
The first version of the Starred Feedback Form is a couple of years old. Last year we started working on several improvements. Our ambition was to make it fast and fun for respondents to give feedback, be it on any device, in any country, and in any context. It was a demanding challenge. We set up 3 design rules that we respected at every step of the process:
- Putting the respondent first
- Building on knowledge, not assumptions
- Granting easy access on any device
We wanted to provide gratifying, unobtrusive, responsive, fun, and accessible experiences through giving feedback.
We tested it for several months with a group of clients and learned a lot about how respondents are using it. We noticed that the new version performs better in a matter of answered questions and respondents leave on average 22% more comments (which represent incredibly valuable qualitative data to our clients).
Confident with the test results, we decided to rewrite the new feedback form in super fast React technology and make it freely accessible to users.
When we dug into the data, we observed that the one question per page design works better with the shorter forms. With the 3+ question blocks, the number of given answers decreased. We were determined to do something about that.
We know that many of our clients like the original feedback form layout. One of Starred’s promises has been to deliver surveys which fit on one single page. The respondents can overview the whole form and skip questions they don’t want to answer.
After many discussions and studies, we concluded that the best way would have been to tweak our original form, other than providing a new one.
To verify our assumptions, we asked our clients which idea and approach they liked the most. The most votes were for the version with one question per page, but the second most popular opinion was to upgrade the existing feedback form.
We did various studies and tested a number of hypotheses in order to find a satisfactory solution. We examined many UI patterns to choose those that work the best and are pleasing for respondents.
Benefits for the clients
The new versions of the feedback forms have many advantages for our clients. They help them collect feedback and reach their business goals.
- A higher completion rate. The total completion rate is almost 100% better on the new feedback forms’ versions
- More comments. Respondents tend to leave 22% more comments on the new feedback form page
- Speed. New versions open noticeably faster than the original one
- Various UX improvements and increased readability on all screen sizes. We put extra effort into mobile devices. 63% of our feedback forms are opened on phones and tablets. We improved the interactive elements; right now, they are fully adjusted for mobile interactions
- Respondents spend slightly more time on new feedback form pages. The average time increased from 2 minutes to 2.1 minutes
We are very proud of the new forms’ designs. We have tested them thoroughly and with great results.
As for the version with all the questions on a single page, it works better with longer and more complex forms. The design with one question per page is a better choice for survey with no more than 3 questions.
We hope you will quickly adopt the new forms and cannot wait to hear your feedback!