What is a Likert Scale and how is it relevant to you today? How do you use it to your advantage? These are just a few of the most essential questions you need to answer about this timely and highly effective online.
The Likert Scale is basically a 5 or 7-point rating scale, which is a widely used customer satisfaction survey device. Invented by Rensis Likert, an American social scientist, the scale asks survey participants or customers how they feel about a particular brand, product, or service.
This rating scale focuses on measuring the feelings of its respondents toward the subject matter or brand. Online business blogs and websites find it a crucial part of their marketing and customer relations campaign because it helps determine the experience of their customers.
The Likert Scale gives you an insight into your customers’ opinions, attitudes, and feelings, whether they are satisfied, dissatisfied, or neutral about your products or services. It includes ideally five to seven balanced responses with a neutral midpoint.
From your preferred questions, the customers would choose from the following common responses:
➤ Every Time, Almost Every Time, Neutral, Almost Never, Never
➤ Highly Satisfied, Satisfied, Neutral, Dissatisfied, Highly Dissatisfied
➤ Strongly Agree, Agree, Neither Agree Nor Disagree, Disagree, Strongly Disagree
You can also use other potential sets of responses such as the ones ranging from extremely like or extremely unlikely.
Before the introduction and use of the Likert Scale, some survey questions are difficult and tedious to answer. It would take respondents a lot of time and thinking to come up with questions, which make them skip answering them in the end. Unlike this rating scale, some older surveys may include fill-in-the-blank, open-ended, ranking, selection, and simple yes or no questions.
Aside from making it easier for your respondents or customers, the rating scale also makes your job so much easier. For instance, it identifies and interprets results from specific questions, which you personally created. You get the answers you are looking for, which are really meaningful to your business.
Businesses use the Likert Scale in order to measure or know the feelings of their customers or site visitors regarding a particular product or service. Here are some of the things you can specifically measure using this type of rating scale:
Frequency: You can determine how often the customer does or uses something with a scale that ranges from Often to Never.
Likelihood: The set of responses for this particular scale may range from Extremely Likely to Extremely Unlikely or Not Likely at All.
Level of Agreement: Get the opinion of your customers and see which topics they agree on with a scale that ranges from Strongly Agree to Strongly Disagree.
Importance: One of the most vital things to know is if your market is in congruence with your product, services, or brand. This rating scale could help you know if something is Very Important or Not Important at All.
Quality: Measure the worth of your product or service to your customer with a scale that ranges from Very Good to Very Bad.
The wider preference and usage of the rating scale is due mostly to its numerous benefits compared to other survey tools and questionnaires. Here are some of the top advantages when using the Likert Scale for your survey:
➤Deeper, More Helpful Insights
One of the top reasons why this rating scale is more popular and widely used in today’s online surveys and similar endeavors is that it provides more in-depth information or insight about your customers and respondents. The Likert Scale gives you the chance to know your customers on a deeper level so that you can deal with them more effectively. Instead of the usually impersonal Yes or No answers, you can ask questions by degrees and get responses that are more relevant and personal.
➤Reliable, Specific Responses
Specific answers to the relevant questions you ask your customers could lead to better insight especially when it comes to their satisfaction level, recommendation, requests, and other needs. You get reliable and meaningful responses that could help you improve or change some areas of your business particularly on how you deliver your services or create your products.
No More Unanswered Surveys
Customers voluntarily spend their time and effort in answering surveys and if your questions are quite difficult to answer, then it is most likely your customers would just skip answering them all together. The Likert Scale asks simple yet pertinent questions that are easy to answer, to begin with. Thus, you would also not waste your time and resources in creating such surveys for your marketing campaign.
➤Realistic and Quantifiable
The responses you get when you use the Likert Scale could be grouped together and measured. For instance, you would instantly see how many customers were happy with your services, not so happy, and those who are not at all satisfied. You can gather the data and create something like a bar or pie chart to know if your products or services are gaining positive feedback or otherwise.
It makes your job easier and more effective especially in understanding your customers and knowing how your brand or business fared on your target market.
➤Neutral or Choose a Side
Rating scales could actually help you get neutral answers or even lead your customers to pick a side, depending on the questions you use. For the Likert Scale, there is always a midpoint or neutral ground especially on a 5 or 7-point scale. A neutral response is like a virtual shrug and could sometimes mean that these are the people that you could still persuade to do your call to action.
Neutral ground is actually a good thing because you have some room to improve your product and service with the goal of making neutral customers or potential customers choose your brand instead of choosing your competition.
The best time to use the Likert Scale and create an effective and helpful survey for your business is now! This rating scale is a tool that allows you to get an in-depth insight about your customers specifically their satisfaction or dissatisfaction towards your product or service and their feelings based on their response to your questions.
Using the rating scale is essential if you want to determine what customers think about a particular area or topic and you want more detailed information. It is an effective rating scale to determine the reaction of people to your new product, service, or brand. It can help you understand what your customers think about your latest upgrade or product development. The Likert Scale helps you find out the feelings of your customers or clients regarding your customer service and it could help you know if your activity such as your marketing campaign has been successful or not.
The most effective rating scale is a goldmine especially for your customer service and marketing campaign. However, the first step to enjoying the fruit of your successful Likert Scale is to first know how to do the right one. What are the best things to consider when creating a survey using this particular rating scale?
The first thing you need to do is to decide on the focal point or subject of your survey. For instance, you want to create a survey that would measure or determine the happiness level of your customers. Know if your customer is happy particularly in areas such as the customer support that you provide. You can also measure their happiness regarding your products or services in general.
The Likert Scale is an effective tool to determine the quality of your products or customer support and services. However, quality is not the only one that you can learn about by using this rating scale. You can also determine if your mobile app or business website is easy to use or access. In this particular subject, your main goal is to measure agreement.
Deciding on your main subject helps you determine the kind of questions you need to ask and the responses that are provided on the Likert Scale. Regardless of the topic or subject you choose for your survey, the end game is that you can get significant data through the measurement of attitude, experience, opinion, and feelings.
The essential things to consider in your survey included knowing the focus of your survey and determining the ways on how you want your data measured. Now the next step would be to create the questions for your Likert Scale, making sure they yield the results you are looking for.
Take a look at some of the most important things to remember when creating your rating scale questions:
➤Use clear languages for your customers so that they can easily understand what you mean. Use words that your customers regularly use, thus, no jargon and the likes.
➤Use simple, clear, and specific questions
➤Use questions that do not incur biased answers from your customers
➤Use questions that are not combined together or multiple inquiries that would leave your respondents confused or wondering about their supposed answers
➤Use questions that cater to your target market or audience
➤Use short and uncomplicated questions that are easy and fast to answer
The Likert Scale indicator questions address different things that influence customer satisfaction including speed of service, support, perceived quality, and pricing. The questions would need to answer these concerns so that you can get reliable responses, which could be of significant help for the improvement of your company.
The next thing you need to do after creating your questions is to set up your survey responses. First, you must choose if you are going to use a 5-point or a 7-point scale, which would also include a neutral midpoint. In doing this specific step, here are some of the important points you need to consider:
➤Odd is better thus use responses with odd numbers ideally five or seven because below five could risk people not really giving answers that reflect how they truly feel. Responses that are above seven, on the other hand, could be quite overwhelming for some people, which would result in them picking just any random options, affecting the accuracy of your survey results.
➤Label your responses with the use of words instead of numbers since numbers could be hard to understand especially when trying to understand what is positive and negative about your main subject or topic. Respondents getting confused with the numbers could give you inaccurate data or results.
➤The entire range should be used, which should include both sides or extremes. The complete-scale allows people to give truthful and real answers to your questions when they have options of both extremes as well as your neutral midpoint.
➤Consider smart conditional logic in order to get a good impression on your survey by using the Likert Scale. This particular option helps you hide or show certain fields as well as provide choices for payment or subscription to newsletters according to user selections, allowing you to collect important and relevant data.
Conditional logic creates some of the dynamic forms, which could collect relevant information but this could also alter your WordPress forms in a changeable way as your customers fill out your form.
You have numerous options when using the conditional logic for your survey such as the show or hide button, set custom field values, or display custom texts. The option primarily allows you to add or remove any significant item. Using the conditional logic helps you create useful forms as well as smart powerful ones that provide the best results.
Take a look at some of the most common possible use-cases of the conditional logic:
➤For long-form surveys, hiding the entire questions is ideal if the customer did not choose a particular option.
➤In some cases, the customer may check the email list subscription box, using the contact form. This scenario is good for publishers who can send and include the user to their email list.
➤If the user buys the highest price option, make sure you show the HTML Block option with an exclusive offer, which is a good opportunity for upsells.
➤If the customer’s budget is much higher than your amount selection, show the next question option. This strategy is quite helpful for consultants and agencies.
Smart conditional logic is a helpful tool that creates interactive forms reacting to the actions of your customers. Using this option is a necessary indicator that shows how much you care about the responses of your customers, even if it would be negative and proves that you are doing something to improve it.
Creating your survey is not the end game because what you really need is for people to complete that survey and you getting the accurate data you need. So, what do you do to make this happen? There are effective survey best practices including some must-try tips and techniques:
Making an Outline is Number One
The very first thing you need to do is to come up with a survey structure outline. According to the Survey Design Methodology, logical crafting of a survey is a scientifically proven standpoint.
You need to think comprehensively about the overall structure of your survey, consider the number of questions and the order by which you ask them, and the general flow of the topics. With a good survey design, everything flows well thus, it is important to stick to it and not jump all over the place.
Consider Sweet and Concise Survey Lengths
Your survey, just like your questions, should be concise and straight to the point. Take note that the lengthier the survey, the more chances that your respondents would get tired of answering them, risking them not to finish answering the survey at all. Make sure that it would take them less than 5 minutes to answer the questions you prepared.
Know about Survey Fatigue
As the name implies, survey fatigue is when your respondents grew tired, bored, annoyed, or uninterested in the survey. Consequently, they would tend to stop answering the questions or answer them more carelessly, giving you inaccurate results. In case it is unavoidable for you to shorten your survey form, do remember the following best practices in order to avoid survey fatigue:
➤Make a multi-part form that helps you reduce survey fatigue
➤Tell your respondents upfront that your survey is going to be lengthy and the length of time it would take to finish
➤Use password to protect your form, making it available only to respondents who are truly interested in taking part in the survey such as those who are getting paid or employees
➤Enable the conditional logic option, making questions appear or disappear depending on the answers of the respondent
You need a platform before you could use the Likert Scale. There’s no other more effective and easy to use platform than WordPress. You can use the WPForms plugin in order to create a rating scale and get relevant information directly from customers or your target audience.
WordPress surveys are remarkable tools because they allow you to:
➤Start a discussion with your customers or target market, asking the right questions and initiating meaningful discussions regarding relevant topics for your industry, business, and more.
➤Stay focused and objective as regards to your business decisions and avoid using just your “gut” to do so. Surveys offer objective data from site visitors and customers for improvement and prioritizing those issues with the help of the survey responses.
➤Collecting feedback from people based on their opinions, voice, concerns, and feelings in a safe and anonymous manner. Thus, surveys are venues to gather honest feedback directly from those who are affecting your business.
➤Do a comparison through routine surveys, asking customers or visitors the same or similar questions over time in order to measure their attitudes, opinions, and feelings. It shows that the needs of people could change and you are always up to date in addressing those needs for your business evolution.
Whether you are creating your business blog or website or just want a survey to know something relevant to you personally or business-wise, using the right platform is a must. Where can you exactly use the Likert Scale? Is this platform an effective and easy to use the tool when creating your survey using this rating scale?
You can use the Likert Scale in your WordPress blog, which would make your job so much easier and even more effective. Numerous online marketers and bloggers recommend WordPress, which is one of the top platforms that you could use with the Likert Scale.
Here are the ways on how to effectively use or create Likert Scale and incorporate it into your WordPress forms:
- Create a WordPress Form
Make a WordPress form and after that, go for the installation and activation of the WPForms plugin. Install and activate another button called the Surveys and Polls addon through clicking the WPForms button, then Addon, and the Surveys and Polls Addon label. Creating a new form is quite easy if you find resources such as some helpful tutorials on how to do this task.
2. Add the Likert Scale
Find the Fancy Fields section in the WordPress form editor, which is on the left-hand portion of the screen. You can find the Likert Scale field there, drag it to your form and add the rating scale. Once added, open the Field Options panel through clicking on it. This will enable you to edit the Likert Scale as well.
For instance, you want to get the opinion or insight of your customers regarding a new product using the Likert Scale. The first step you need to do is to change the Label section of the rating scale. This particular section contains the title of the survey or rating scale, allowing your target audience to know what it is all about.
The next step requires you to add or delete the rows that the scale contains, depending on the number of questions you want to ask. Changing the row options is also possible if you add questions or statements or whatever you want to inquire to your site visitors.
For example, you can have the default agreement scale and include response options such as Strongly Agree, Agree, Neutral, Disagree, and Strongly Disagree. You can also do other things such as changing the Likert Scale style, allowing multiple answers per question, enabling the smart conditional logic fields, and switching the Likert Scale field size.
Finally, add your form to your business blog or website, which completes your task in adding the rating scale to your WordPress forms.
Important How-To Tasks for Surveys
Creating a survey could be a tricky task but you can always follow the basic rules. There are general steps in creating surveys as well as basic tasks that you must learn first in order to come up with an effective survey that really works.
Before learning more about the Likert Scale, here are some of the important tasks you want to know first:
Customizing the Rating Field of the Survey Form
Additional form fields are customizable through dragging a specific field from the left hand to the right-hand panel. Click the field to enable the changes or click the form field, drag it, and rearrange the survey form order.
In customizing the Rating Field of your survey form, start with changing the label, add the description that would give respondents an overview of what the rating is all about, and select the scale, ranging between 2 and 10.
If you click this option, you can alter the rating icon depending on different variables:
➤Select the size of the rating icon namely small, medium, or large
➤Choose the type of rating icons such as the smiley face, star, thumb, or heart
➤Pick the color of the icon to suit your style and preferences
Getting the results of your survey is one of the most important things you need out of your entire task. You can make your job easier if you follow the basic steps on how to enable survey reporting so that you can receive all pertinent data from the survey form. How to do it?
Step 1 – Click the Settings
Step 2 – Click Surveys and Polls
Step 3 – Click Enable Survey Reporting
After you click all the above checkboxes, the survey reporting is activated sitewide. For instance, the WPForms automatically gather the survey results or data from the following form fields across different site forms:
➤Net Promoter Score
For Survey Form templates, the enable survey reporting template is active by default. However, other form templates would want you to check the box manually in order to collect your survey results. You can easily reverse the steps in enabling the Survey Reporting in case you want to stop collecting the survey data per website form.
Go back to the Form Editor and choose the field that you want to gather results from, thus, enabling the survey reporting. Click the Advanced Options and check the box that says Enable Survey Reporting. This will enable survey result collection in just one specific form field and not sitewide.
How to Configure Settings for Survey Forms
You could configure 3 different settings on the survey form including:
You can set up the WordPress form notifications so that you would know if someone has completed answering your survey form. The email notification for you is a standard option but you can also send notifications to your site visitors particularly the ones who took part in the survey by using smart tags.
The general settings allow you to change the submit button, form name or enable the anti-spam feature. You can also click the disable the options for storing user details or entry information such as the user agents and IP addresses the visitors used. This step is required in order to comply with GDPR.
You can make your survey form comprehensive from start to finish through this particular setting. It allows you to show your site visitors the message that they have completed the survey form. The confirmation set could also redirect visitors to a connected or different website or page on your website.
New businesses and established ones have numerous marketing campaigns and tools to make customers aware of their brand, choose them over the competition, and persuade them to positively respond to their call to action. Having an in-depth knowledge of your customers or target market is the key to having effective marketing campaigns and tools for a successful brand. Likert Scale is one of the effective and essential tools that you should prioritize for your business.
Not just an ordinary rating scale, it is a device that helps you measure or determine the feelings, insights, and opinions of your target audience or customers. It allows you to know what they think and feels about your brand specifically your products or services.
The Likert Scale helps you know the pulse of your customers and awareness could be a powerful and effective weapon in improving your products or services while maintaining good practices. The key to an effective Likert Scale is knowing the basics of this tool of the trade. Know your rating scale, learn and perfect the ways on how to create it, and use it to your advantage.