Four Things to Consider When Creating an Online Survey
April 13, 2010
1. Keep the survey as short as possible.
Ask only the questions you need to ask. Will the question give you information that you can act on? If not, consider omitting it.
By keeping the survey as brief and to the point as possible, you save time for the people being surveyed and for the people processing the replies.
2. Watch your language!
Make certain the language you use is as neutral as possible. You do not want to influence the answers.
3. Let participants know how long the survey will take.
Give participants some indication about how long it will take to complete the survey before the survey begins.
4. Ask about only one thing at a time.
Do not include two attributes in one question.
For example, “Are you satisfied with the reliability and quality of our services?” should be reworded into two questions: one measuring the reliability and the other measuring the quality.
Cut Out Unnecessary Words
April 12, 2010
As you read through any text, ask yourself whether any words can be cut without losing the sense of what you are trying to say? If the answer is yes, omit them! Are there shorter words that can be used in place of lengthy phrases? If so, use them!
Conciseness is key.
BEFORE: We need this information in order to proceed.
AFTER: We need this information to proceed.
BEFORE: We’re doing this in an effort to improve results.
AFTER: We’re doing this to improve results.
BEFORE: At this point of time, we must review all the options.
AFTER: We must review all the options now.
Five-Link Friday: Usability
April 9, 2010
- Usability Basics
- 247 Web Usability Guidelines
- Usability News: Free Web Newsletter
- How to Observe the User and Tap into the Experience
- 5 Ways to Get Usability Testing on the Cheap
The Dos and Don’ts of Bulleted Lists
April 8, 2010
Do use lists to draw attention. When readers skim through a text, bulleted lists capture their interest and their attention.
Don’t overuse lists. The effect will be the opposite: readers will start to skip past them.
Do make certain the items are in parallel form.
Don’t mix capitalization and punctuation. If one list item starts with an uppercase letter, start all list items with an uppercase letter.
Do use a list to provide a summary (see CNN’s news articles for great examples) or repeat key points.
Don’t make the list longer than it needs to be. Brevity, as always, is important.
Don’t Be a Cliché
April 7, 2010
Be careful when using clichés in your written material. They can easily sound, well, cliché. Liven up your writing by using more original wording, simplifying it or even omitting it. Also, many people who have English as a second language are not familiar with the meaning of these sayings.
BEFORE: Though there was a lot hanging on this job interview, Mary was as cool as a cucumber.
AFTER: Though there was a lot hanging on this job interview, Mary exuded confidence and calm.
BEFORE: I’m fit as a fiddle.
AFTER: I’m healthy.
BEFORE: I can see the writing on the wall. I’m not going to get this promotion.
AFTER: I’m not going to get this promotion.
First Impressions Count
April 6, 2010
No matter the medium, invest extra time into polishing the first paragraph of copy. That’s where you have to convince readers to continue reading.
Are you making them interested in what you have to say? Is the copy compelling? Does it pique readers’ interest?
If not, people will not be encouraged to read the rest of your webpage, document, or e-mail, and they’ll move on to something else.
Think Like Your Customer
April 1, 2010
Whenever you are preparing communications geared toward your customers, try to put yourselves in their shoes.
If they are searching online for your goods or services, what words would they use? What language can you use to appeal to them? Are they familiar with the jargon you are using, or should you be using simpler, more common words?
Use a web analytics tool, such as Google Analytics (which is free!), to see what words and phrases your customers are using to find you. You can also look at your on-site search engine to get clues about what they are looking for.