Okay, so you’ve poured your heart, soul, and energy into creating a perfect survey with ScoreApp. It’s chock-full of insightful questions, designed to a tee to entice leads down your sales funnel.
The thing is, though, even if a lead starts your survey, there’s a chance they’ll drop off well before they complete it. Unless, of course, you use buyer psychology to keep them engaged till the end.
If you want leads to complete your survey, to see them join your sales funnel and give you data to fuel your personalized marketing, then it’s worth knowing a few things about the psychology of buying:
First, if you want people to complete a survey, then it has to do a few things. It has to be frictionless, it has to feel relevant, and it has to feel like it offers something rewarding at the end.
Second, an effective, well-crafted survey should tap into natural decision-making triggers. This is where buyer psychology in marketing becomes useful, gently compelling respondents to finish the survey.
Finally, tapping into the buyer psychology of purchase decisions gives you the tools to increase both completion and conversion rates among higher-quality leads.
How to do all that is just part of what we’ll be looking at over the course of this piece. We’ll also be showing you:
- The most common reasons why people abandon surveys, and how you can stop it from happening
- The three most powerful buyer psychology tactics to make your survey irresistible
- How to harness the power of ScoreApp to create super-engaging, high-converting surveys in minutes.
There’s no time like the present, so let’s get down to it.
Why people abandon surveys, and how to fix it
If your survey feels like a chore to complete, then leads are going to wander off and find something better to do with their time.
This is especially true if your survey:
- Is too long and feels like an overwhelming slog to reach the end of
- Asks generic, impersonal or irrelevant questions
- Doesn’t offer anything rewarding, or at least engaging.
So, what’s the solution? Well, there are a few ways to keep leads engaged from start to finish. First, make sure your questions are relevant to the lead and their needs. Second, present an immediate benefit to completing the survey, like a freebie or a next step that addresses and solves a specific pain point.
Last—and the reason we’re here today—use ScoreApp to bake buyer psychology-driven strategies into your survey. That way, you’ll have a greater chance of creating a survey users want to complete.
Wielding buyer psychology can seem a daunting prospect—as though you’re tapping into some form of dark arts to make sales. The reality is far more benign and straightforward. With buyer psychology, you’re demonstrating a better understanding of what makes people tick, and using that knowledge to provide a more attractive offering.
With that in mind, here are three buyer psychology tips for making your ScoreApp survey irresistible.
3 buyer psychology tips that stop the scroll at your survey
1. Tap into the commitment principle
Once we start a task, we feel a natural compulsion to finish it. Whether it’s a book, a project, or even a survey, we don’t want to give up on it.
This is known as commitment bias—the need to stick with an initial action and see it through— and it’s a useful tool in the psychology of sales.
How to apply this psychological principle
Knowing your leads are unlikely to want to quit after starting your survey, you can make the experience more rewarding and minimize drop-off rates.
Keeping your questions straightforward and engaging is the first step to leveraging the commitment principle. If your questions don’t require too much brain power to answer, then leads are more likely to sail through the survey. That’s especially true if the next step is obviously marked, and the user interface is clear and pleasant to look at. A visually pleasing and frictionless experience will keep your survey completion rates consistently high.
Another way to keep your audience engaged after they’ve started a survey is to show them their progress, whether as a percentage or the number of questions remaining.
Finally, start with a strong hook of a question, something that requires the lead to share information with you and establish a personal connection. For example, by asking ‘What’s your #1 business goal this year?’, you’ll build a picture for qualifying, segmenting, and marketing to the lead using ScoreApp.
2. Make it personally rewarding
If you’re not offering something valuable at the end of your survey, then people are going to drop off. The promise of a reward, whether that’s a freebie, access to exclusive content, or a personalized insight, is going to provide a reason to see a survey through to the end.
A survey positioned as a beneficial experience—a chance for leads to understand their business needs better—feels less like a task to complete. Instead, it becomes a gateway to success.
How to apply this psychological principle
This framing is key to tapping into the buyer psychology of purchase decisions. Or, in this case, the decision to take the first step and start answering a survey.
A survey might be your chosen data collection method, but for the lead it should be presented as a tool to aid in self-discovery—a way to learn more about their goals and the path to achieving them with your help.
Choose a suitable survey title. Think along the lines of ‘Find your business growth score’, or ‘Discover your fitness personality’. Both invite a sense of discovery, as well as putting the focus on the lead and letting them know they’ll receive valuable insight. Especially if you offer a sneak peek of what those insights will be and how they can be used.
With ScoreApp’s automation tools, you can offer instant feedback and personalized results after every survey for better long-term engagement.
3. Leverage the power of micro-rewards
We love a feeling of achievement, even if it’s only a small dose of positive reinforcement. By parcelling out micro-rewards throughout the survey, you make each step of the process feel worthwhile. In turn, that reduces drop-off rates and increases completions.
It’s one of the most impactful ways to tap into the psychology of buying and keep leads moving through your survey and into your sales funnel.
How to apply this psychological principle
Micro-rewards don’t have to be complex, or even all that rewarding. An acknowledgement of the lead’s actions and presence is often enough.
You can use this handy bit of buyer psychology in your ScoreApp surveys simply by:
- Including encouraging messages at milestones, like ‘Nice! You’re halfway there!’
- Displaying a progress bar, with the promise of personalized results at the end for motivation
- Using an attention-grabbing template and visuals to keep your survey engaging.
Use these and you’ll create a ScoreApp survey that rewards users throughout and warms them up to receive their personalized insights.
How ScoreApp makes survey engagement easy
All you need to create an engaging survey—one that’s powered by the psychology of buying—is a little help from ScoreApp.
With the smart features ScoreApp puts at your disposal, your survey will keep leads engaged from start to finish, thanks to:
- Fun, engaging quiz-style surveys that are interactive and insightful
- Personalized results that add instant value to respondents and their businesses
- Follow-up nurturing emails that use automation to keep engagement high and increase conversion rates.
We know most people abandon surveys because they feel like work. Because they’re not sure what they’re getting out of the experience in exchange for their time. But when you use buyer psychology and ScoreApp, you can present a survey that stands apart. An engaging and entertaining experience that adds real value.
The commitment principle gives you an opportunity to make finishing a survey feel natural and necessary. Making it rewarding ensures leads are even more likely to see it through to the end. And, of course, regular micro-rewards feed further into that motivation.
Keep these elements in mind when creating your ScoreApp survey and you’ll have high-quality leads moving through your sales funnel in no time.
ScoreApp is free to try, so start work on your irresistible survey today.
