(We won’t make you scroll to the end — here are 7 survey templates that you can use today, if you’re just looking for the tactical goods.)
Surveys are supposed to provide sweet, sweet data you can act on. But too often, instead of clarity, we’re left with a pile of contradictions, incomplete responses, and “I don’t know” answers.
Yeah, not ideal.
Now you’re stuck trying to piece together insights from nonsense — like trying to finish a puzzle that’s missing half the pieces — wasting valuable time you could be spending on high-impact initiatives. And worse, you still don’t have the answers you need to move forward.
When it comes to survey-building, there are tons of potential pitfalls. From unclear questions to overwhelming formats, it’s easy to unintentionally set your survey up for failure. And — here’s the real tough stuff — because of the nature of surveys, you won’t really realize it’s broken until the results roll in. And by then, it’s too late.
If you’re feeling a liiiiittle too…*ahem*…seen by this set up, you’re not the only marketer. Nine out of 10 wish they could provide higher-quality and more diverse customer evidence. The challenge: survey design often makes us feel like we’re spinning our wheels and getting nothing worth using.
But don’t worry, we’ve got you covered. Our team compiled a list of 8 common survey mistakes and how to fix them.
Mistake #1: Leading questions
When you hint at the answer you want, you’re not grabbing honest feedback — you’re just fishing for compliments. Leading questions unintentionally skew your data away from how your customers really feel, making it harder to understand their needs and address real issues.
To get actionable insights, stick to neutral language that lets your customers speak for themselves.
Not so great: “How much did you enjoy our excellent customer service?”
Better: “How would you rate our customer service?”
Mistake #2: Double-barreled questions
Confusion is the enemy of useful data. And when you cram multiple questions into one, you make room for confusion. Your customers don’t know which part to answer — as a result, you end up with responses that are as clear as mud.
For better insights, ask one question at a time and let your customers give focused, meaningful feedback.
Not so great: “How satisfied are you with our product quality and customer support?”
Better: “How satisfied are you with our product quality?” and/or “How satisfied are you with our customer support?”
Mistake #3: Ambiguous questions
Your customers aren’t mind-readers. When your questions are vague, their answers will be too — or, more often, a frustrated customer will simply skip it. This guarantees incomplete or misleading data, leaving you further from the insights you need to make informed decisions.
To gather crystal clear data, ask crystal clear questions.
Not so great: “Do you use our product frequently?”
Better: “How often do you use our product? (Daily, Weekly, Monthly, Rarely, Never)”
Mistake #4: Assumptive questions
Don’t put words in your customers’ mouth. Assumptive questions push them toward a particular response, which distorts the truth and leaves you with biased data that doesn’t reflect the authentic experience.
For accurate responses, keep your questions open and unbiased.
Not so great: “What improvements would you like to see in our user-friendly interface?”
Better: “How would you rate the ease of use of our interface?” followed by “What improvements, if any, would you suggest for our interface?”
Mistake #5: Complex language
Nobody wants to feel like they’re taking a pop quiz when answering a survey. If your questions read like legalese or require a decoder ring, expect confused responses — or none at all.
To get the answers you need, ditch the jargon and keep it simple.
Not so great: “To what extent does the integration of our product with your existing systems expedite your workflows?”
Better: “How does our product integration affect your workflows?”
Mistake #6: Survey fatigue
When every interaction ends with a survey request, it starts to feel like homework. This fatigue reduces the quality of responses and could even annoy your customers into ignoring future surveys.
To avoid fatigue, align your survey schedule with key customer milestones or important events in their journey.
Not so great: Sending a survey after every single product update.
Better: Sending one targeted survey each quarter, focused on gathering high-impact feedback.
Mistake #7: Lack of response options
A simple yes or no doesn’t always capture the full story. Limiting response options can lead to incomplete data and missed opinions.
For deeper insights, offer a range of options that allow your customers to express themselves fully.
Not so great: “Do you find our pricing reasonable? (Yes/No)”
Better: “How do you feel about our pricing? (Very reasonable, Somewhat reasonable, Neutral, Somewhat unreasonable, Very unreasonable)”
Mistake #8: Asking too many open-ended questions
Open-ended questions are great. But when every question requires a written response, you’re setting your customers up for quick fatigue. Worse, you’ll end up with too much data to easily analyze. (Obviously UserEvidence makes that part easier, but we digress…)
To keep your survey focused (and your customers happy), deploy a balanced mix of questions including open-ended, multiple choice, and rating scale. Our recommendation is that you stick to 3 or less open-ended questions per survey.
Not so great: “What do you think about our product?”
Better: “How would you rate our product? (Excellent, Good, Fair, Poor)” followed by “What’s one thing you’d improve?”
How to craft a good survey question
Lastly, nailing your survey questions is essential if you want answers you can actually use. Here’s a quick rundown to help you craft better questions:
- Know your objective. Be clear about what you want to achieve with your survey so every question serves a purpose.
- Give clear instructions. Don’t leave room for guessing—tell respondents exactly what to do and how long it will take.
- Keep it simple. Avoid jargon and overly complex language to make it easy for customers to respond.
- Be specific. Vague questions lead to vague answers, so get clear on exactly what you want to know.
- Avoid leading questions. Neutral questions ensure honest feedback without pushing your customers in a certain direction.
- Test your survey. Run a small pilot to catch any issues or confusing questions before the full rollout.
- Consider offering anonymity (optional). Anonymity can encourage more open, honest answers, depending on the topic.
Ready to capture stronger customer evidence and win more deals?
Check out the platform that B2B leaders at Gong, Splunk, Sendoso, and more use to run their customer evidence engines. Take a self-guided tour of UserEvidence here.
Or, if you’re just looking for the tactical goods for now, we’ve got ‘em. Here are 7 survey templates that you can use today.
