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Capture & Convert · Feature guide
Surveys
Feedback · Client Experience · Data
What it is for
Surveys are multi-step questionnaires. Breaking questions across pages gets far higher completion than a single long form, which makes them the right tool for qualification and for client feedback.
Before you begin
- You need
- Custom fields for anything you want to store on the contact record
How to set it up
Decide qualification or feedback
Qualification surveys run before you speak to someone. Feedback surveys run after you have worked together. They need different tones and different lengths.
Create the survey
Go to Sites → Surveys and build a new one. Group questions into logical pages — three to five questions per page is comfortable.
Put the easy questions first
Ask name and email early, hard or personal questions later. Once someone has started, they are far more likely to finish.
Use conditional logic to skip irrelevance
Branch the survey so people only see questions that apply to them. Nothing loses a respondent faster than answering "not applicable" four times.
Map answers to fields
Anything you will segment on later needs to land in a custom field, not just sit in the submission log.
Set the completion action
Redirect somewhere useful — a booking page for qualified leads, a resource page for everyone else.
Tag by outcome
Apply different tags based on how someone answered. This is what lets you follow up differently with different people.
Test every branch
Walk each path through your conditional logic. Branches that were never tested are where surveys break.
A progress indicator meaningfully improves completion on anything longer than two pages.
If the goal is a booked call, send them to a calendar. Every extra question between intent and booking costs you appointments.
Troubleshooting
| Symptom | What to check |
|---|---|
| People abandon partway | Usually too long, or a hard question too early. Check where they drop and move that question later. |
| Conditional logic sends everyone down one path | Check the condition operators — 'is' versus 'contains' behaves differently. |
| Answers not saving to the contact | The question is not mapped to a field. Mapping is per question. |
FAQ
How long is too long?
Beyond about twelve questions, completion falls sharply unless the person is highly motivated.
Can I score the answers?
Use a quiz if you want scoring. Surveys collect; quizzes score.
Can I send a survey by email?
Yes — link to it from a campaign. Personalised links let you attribute answers to the right contact automatically.
✅Done when
- Every conditional branch has been walked
- Answers land in the right custom fields
- Completion redirects somewhere useful