This is why it’s important to triple-check every survey before it goes live!
See that empty white box at the bottom? That’s the ‘Next’ button for the entire survey.
This is the first screen of a UK National Rail Support survey. This survey link is included in every support email—imagine how many people have seen this broken survey!
Such a mistake can easily cause a decent brand damage.
Surveys are also part of the customer journey, so it’s crucial to get the branding right and make the experience easy for your customers.
For such a big brand, it would have been nice if they used a proper National Rail link to host this survey.
Respondent experience in surveys matters!
Everyone makes mistakes in surveys, and that’s understandable—but that’s exactly why you need to test thoroughly. The first thing you’d notice is that you’re missing a button! 🚶🏼