Custom Surveys: A How-To Guide

Time saving integrations can save money, too, and our surveys option provides a two-pronged method to get survey data from customers. If you have any extra information you need to find out from customers, this is the way to do it. Surveys are also very useful for marketing purposes. Surveys can provide answers that contain very valuable information for your business and in aggregate provide you with business intelligence data that can improve your bottom line. For example, you can discover where you need to advertise more, by asking how customers found out about your venue.

You can create your own custom survey with our many customizable options. This guide will walk you through utilizing all you can do with surveys.

To get started, make sure you have clicked on the “Surveys” tab, located in the left-hand navigation menu.

Creating a New Survey

Creating surveys is simple on our website. You can create your survey however you want because we offer many options to choose from. You can create as many surveys as you want and apply them to any events that you want. Customers will see surveys either during their checkout process or on the post-event email that is automatically sent out (you can set these emails up in your account settings). It’s important to note that surveys appear at the beginning of checkout, so make sure to use the appropriate tense when writing questions. For example, avoid asking how a customer's purchase experience was, as they have not completed it.

Note: It is best to keep your surveys short and optional. Requiring customers to complete surveys or making them answer multiple questions has been proven to reduce sales. Limit your surveys to one or two optional questions. Only make surveys required if these questions are essential. A good example of an essential required field would be to ask “Do you have any food allergies?” for an event that serves food or includes it as part of a ticket purchase. If you are unsure if questions should be required, that is a good indicator that they should not.

Writing survey questions that are helpful and useful to your business takes time. If you’re having difficulty deciding on questions and how to word them, take a moment to read this great article, Best Practices for Question Creation, by the tech company, Oracle. Here are the main points which are directly applicable to all surveys you create with your ThunderTix account:

  1. Keep It Relevant
  2. Make Your Questions Short and Sweet
  3. Write Straightforward Questions
  4. Use Simple, Precise Language
  5. Use Open-Ended Questions Sparingly and Intelligently

How to Create a New Survey

To create a new survey:

1. Click on the text “+ Create Survey”. You will then be taken to the survey creation page.

Create a survey

2. Enter a unique name for your survey. (Avoid names like “Survey 1“, “Survey 2” etc. Relate the survey name(s) to an event or relate them to the intent. For example, “Poetry Slam 5 Coupon User Survey – October 2023”.)

3. Decide whether you want customers to answer this survey during their purchase process or in a post-event email after they have gone to the event. Select the apply to "purchase process" or post-event email" depending on your decision.

Select where the survey should apply

4. If you've selected to apply the survey to the purchase process, select whether you'd like to request customers to answer the survey for each performance they purchase tickets to or just once during an event purchase, regardless of how many performance dates they select.

5. By default, surveys are set to Active. If you don't want the survey to be active, change the toggle to Inactive.

6. Enter your desired question. (The most common question venues ask is “How did you hear about us?”)

Question for survey

7. Select your desired type of answer for the question. There are two different types, either open field or drop-down. An open field survey will allow the customer to type any answer they want into an input box. A drop-down survey will allow the customer to select an answer from a drop-down menu of choices you chose. (An example of a drop-down survey is first directly below, while an example of the open field survey is shown below that.)

survey drop down answers

Open Field Survey answer

8. If you selected the open field option, then you can move on to the next step. If you selected the drop-down option, then enter in one answer choice then press enter to go to the next line. Enter only one answer choice per line on the pop-up.

Drop down answer type

9. If you want this question to be required, click the checkbox underneath the text “Required”.

Survey answer type

10. Repeat steps 6 through 9 for every question you want to have in this survey.

11. Click the “Create” button, at the bottom of the page.

Congratulations, you have now successfully created your own custom survey!

Editing Surveys

After creating a survey, you may find the answers customers are giving are not meeting your expectations. In order to improve the results, you will need to edit the questions. Changing the name of a survey or rewriting survey questions are simple tasks on ThunderTix and you can edit any part of your surveys at any time.

To edit a survey, you need to:

1. Hover over the survey you want to edit (on the survey's main page).

Edit Survey Button

2. Click “Edit”. You are then taken to the original survey creation page. The editing process is now the same as the creation process.

3. Click on the input boxes of anything you want to change. Type in your different desired text.

4. Click the “Update” button at the bottom of the page. If you forget to click this, none of your changes will be saved!

Activating and Inactivating surveys

One part of the survey you can edit is changing whether the survey is available for selection from each event. If a survey is no longer applicable for any events in the future, you can inactivate it. This won't remove it from existing events where it's already in use but instead will remove the option from the available surveys in the Surveys drop-down when you create or edit both Events and Packages.

1. Click on Surveys in the left menu.
2. Then, click “Edit”. You are then taken to the original survey creation page.
3. Change the toggle from Active to Inactive for "Is this survey active?"

Active survey toggle

Viewing Survey Responses

Once you’ve created your surveys, you’re going to want to see all the responses you’ve received. To view survey responses, you must click on the survey you want to see the responses to.

Survey Click

You will then be taken to this page shown below. From here, you can view all the responses to the survey. All you need to do to view every response is scroll up and down.

Survey Responses

If you want to see more details about a customer’s specific order, then click on the order number.

Order click

If you want to be taken back to the event page, where you can sell tickets to specific performances, then click on the event name.

Event name

Exporting Survey Responses

Once you have received all your responses, you may want to export the list of responses into a separate file so you can access it from your hard drive easily.

To do this, you need to:

1. Click on your desired survey.

Survey Click

2. Click the export button, located in the right-hand corner of the page. Your computer will then prompt you to save the file on your local hard drive.

3. Make sure you save the file to your desired location on your computer.

Note: By default, the file will be saved using a generic filename. It is suggested you type a unique filename as to not overwrite one of your existing files.

Using Surveys to Your Advantage

Ultimately, the goal of a survey is to gather information to improve your business. Improvement comes in the form of understanding how to better serve your customers using the answers they provide. Be it asking about food allergies or how they heard about the event they are buying tickets for. They took the time to answer, and you can now use it to your advantage.

If, for example, you are performing end-of-the-month accounting, exporting your ticket sales data from your ThunderTix account, you can export the survey answers to be another spreadsheet for your use. Over time the survey answers accumulate and the larger picture begins to appear.

After asking “What was the approximate wait time to get inside the club?” during every ticket purchase for six months, you may have thousands of answers in numerical form. The wait time minutes may show your staff on Tuesdays is taking too long at the gate and you need to take a corrective measure. Or, it may show that not enough ticket buyers are answering the survey questions and you need to re-word it, possibly make it a required field. What you do with the information is up to you, but remember that surveys can help you find out important information about your venues or events.