A case study which shows how completion rate drops with increase in length and complexity of questionnaire, and shows methods of decreasing the dropout rates.
2. Example 1 – A study for concept testing
This is a study we did for a multinational electronics company.
Page number
1
2
3
1308
Clicked
Terminated
607
Completed
Completion
Rate
701
605
556
46.25%
42.5%
As you can see, completion rates dip as number of pages are increased.
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3. Example 2 – A study on car buying behaviour
This is a study we did for a global automobile company.
Page number
1
2
3
11632
Clicked
Terminated
3642
Completed
Completion
Rate
2020
25.3%
1574
13.5%
1429
12.3%
As you can see, again, completion rates dip as number of pages are
increased.
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4. Example 3 – A study on brand awareness and
usage for dongle users
This is a study we did for a leading cellular service provider in India.
Page number
1
2
3
25505
Clicked
Terminated
4548
Completed
Completion
Rate
1569
7.5%
1279
5.0%
812
3.2%
As you can see, completion rates dip as number of pages are increased.
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5. Solution
Make the respondent’s life easy
Use a better UI
Frame questions better, easier to understand
Use innovative incentives and engagement
methods
(check our case study 4 – effect of incentives)
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