What Impacts Survey Abandonment?

​The rate of survey abandonment is reflective of your respondent’s experience with your survey.

A high drop rate could indicate that your survey is difficult for your respondents to complete, and losing respondents in your survey can result in lower-quality data.

As a result, your final data may be less representative than it would be with a larger number of completed surveys.

​Here are some of the main reasons for survey abandonment, leading to an unacceptable drop rate:

• ​ Poor survey design or usability: Respondents are more likely to abandon your survey if it’s unappealing or difficult to navigate. Things like technical errors, unpleasant color choices and confusing buttons could result in a poor user experience that drives respondents away.

• ​ Survey length (LOI): A survey that has too many questions or requires too much click-through will be taxing to respondents. The less effort it takes on their part, the more likely they are to respond.

• ​ Complicated or repetitive questions: When your questions are long or complex, your respondents may give inaccurate answers or abandon the survey altogether. Questions that are rephrased and repeated throughout the survey can be frustrating for respondents.

• ​ Frequency of surveys: Sending too many surveys too close together can be overwhelming for your respondents, and they may be less likely to respond.

​What Does This Mean for You?

​High drop rate is direct feedback from respondents that your survey should be redesigned to improve the respondent experience and increase engagement.

​What Is an Average Survey Response Rate?

​Survey response rate is a metric used to understand how many people responded to your survey out of who received an invitation. Generally, the average survey response rate is about 30%, meaning 30 out of 100 recipients will respond to your survey. This average can vary widely depending on your distribution method, industry, incentives and respondent relationships.