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Understanding VWO Survey Logic

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Using VWO survey logic, you can define how you want respondents to move through your survey—define the sequence of questions, skip irrelevant questions, and control which question to display based on their previous response. For example, you may want to run a survey on your website to collect responses from male and female visitors on their shopping experiences.

VWO allows you to apply any of the following logic, depending on the complexity of the survey:

  • Next question – This is the default behavior, which takes the respondents to the next question in the sequence. If no logic is applied to a question, the next question is displayed by default. If there are no more questions in the sequence, the “Thank You” message is displayed.
  • Specific Question – Jump to a specific question, regardless of what the respondent answers in the last question displayed in the survey. This logic will execute when a respondent answers and clicks Next.
  • Specific question based on choices: Applicable only for Radio options, Drop-Down, Checkboxes, Multi-Select, Star Ratings, and NPS*. Based on the option or ratings given by the user, you can display a specific question. For example, you may want to ask about the make/model of a car only to visitors who responded with YES to a previous question “Do you own a car?”
  • Specific question based on multiple conditions – Jump to a specific question, based on the responses to the previous questions. For example, if you want to suggest new models if, 1) the respondent owns a car, and 2) The car model is older than 5 years. Or, if the responses don’t meet the conditions, you can display the ‘Thank You; message.

Best Practices

Follow these best practices before creating your survey questionnaire:

  • Prepare a mental map or paper model of the questionnaire flow before you begin creating the survey.
  • Define what information you want to collect from the survey. Avoid running multiple surveys with a single campaign if they are serving different objectives.
  • Review the questionnaire flow before making the survey live.
  • Keep the survey simple, be consistent about the type of questions you ask, and avoid too many jumps and skips.
  • Survey questions and defined logic cannot be edited after the survey is published. Please make sure to review the list before making it live on your website.
  • Respondents cannot go back to the previous question after they click Next, and the next question displays as defined in the logic.

Example Survey for Ecommerce Site

Let us consider a slightly more complex example to understand how easy it is for your visitors to use the website.

Survey QuestionsResponse Logic
Q1. What was the purpose of visiting our website today?
Check out the new product. Default: Go to next question in series (Q2)
Buy a productDefault: Go to next question in series (Q2)
Read ReviewsDefault: Go to next question in series (Q2)
Check out my cartJump to Q6
Q2. How regularly do you visit our website?
Once a week
More than once a week
Less than once a month
My first time here
Any response, jump to Next Question
Q3. What is your gender
MaleIf this option is selected, jump to Q5
FemaleIf this option is selected, jump to Q4
Q4: Select the products for which you want to receive an email notification?
Shoes
Fashion accessories
New dresses
All
Any response, jump to Q7
Q5: Select the products for which you want to receive an email notification?
Watches
Denim
Car accessories
All
Any response, jump to Q7
Q6. How was your shopping experience? Did you face any issue during the checkout process?
Multiline TextboxNext Question
Q8. Any feedback you want to share with our team?
Multiline TextboxThank You Message

Defining a Survey Logic

In the Add Questions section of the Survey creation process, you begin with entering Welcome Message to your website visitors who may respond to the survey. Note that you cannot apply any logic condition to the “Welcome” and “Thank You” steps of your survey.

  1. Enter the question you want to ask.
  2. Select the Type of Question by using the options – Single-line/multi-line text box, checkbox, radio button, drop-down, multi-select, rating, or NPS*.
  3. Go to the Flow Options section to define the logic for the question.

Next question

If this option is selected, respondents are shown the next question in the sequence. This is the default setting and applied if no logic is defined. If there are no more questions to follow after the question, the “Thank You” message is displayed.

Specific question

Jump to a specific question regardless of the response entered by the user.

Specific question based on response

Jump to a specific question based on what the respondents chose as the answer to the previous question. To every response option or choice that you have provided to the survey questions, you can define the resulting action. For example, you may want to ask about visitor “favorite brands” IF they use the product once a month.

Specific question based on multiple conditions

Jump to a specific question based on the response by the visitor. For example, if the visitor selects YES as the response, you may want to ask a specific question and a different one if the response entered is NO.

Creating a Complex Logic

To create a complex logic where you want to add multiple logic conditions based on which questions are displayed next, you can use the IF and THEN boolean operators or click the Add Condition option.

Every question can have multiple IF conditions, depending on the complexity of the logic you want to create. To build a complex logic rule, click Add condition and select an operator (OR/AND) to evaluate the logic. However, there can only be one action (THEN) in a logic.

Here is an example:

QuestionsConditionsActions
Q1
Which city do you live in?
IF response is “New York”
IF response is “Alaska”
THEN, Display Q2

IF response is not “New York”.
IF response is not “Alaska”
THEN, Display Q3

Adding the IF and THEN Conditions

To create a complex logic where you want to define multiple logic conditions based on what the visitor responds, you can add IF and THEN to define the conditions and actions in the logic.

For every question in the survey, you can add an IF condition that will prompt action. Setting the IF conditions allows you to define the responses you expect from the respondents.

If there is a conflict in the conditions added or if multiple actions have the same IF conditions, VWO will execute the first valid logic by default. The conditional logic you can apply to a survey depends on the type of question as follows:

Question Type IF Logic (Conditions)THEN Logic (Actions)
Single/Multiline textbox.
Response CONTAINS.
Response DOES NOT CONTAIN
IS NOT EQUAL (case sensitive)
IS EQUAL TO (case sensitive)
IS NOT EQUAL (case insensitive)
IS EQUAL TO (case insensitive)

Display a specific question based on the response entered.
Radio button
Drop-down menu
Check box
Multi-select list
If the response IS EQUAL TO
If response IS NOT EQUAL TO
Jump to a specific question based on the options selected by the respondent.
Net Promoter Score (NPS*)
Star Ratings

is equal to
is not equal to
greater than equal to
Less than equal to

Show a specific question based on the NPS score or rating provided by the respondents.

Defining the THEN Action

For every IF condition in your logic, define a corresponding action that executes when the condition is met. In a simple survey, you can define a question to be displayed for each response filled by the users.

For complex logic, you can define multiple IF conditions for a single action. To build a complex logic rule, you can add multiple conditions, select an operator (OR/AND) to evaluate the logic, and then use parentheses to combine various conditions.

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