Both the Emoji Scale and the Rating Scale are evaluation scales. Questions like “How satisfied were you with your visit to our website?” are typical for this type.
The biggest difference is that the Rating Scale offers you a numerical rating that is significantly more detailed than the 3-emoji scale. They are familiar to your customers, easy to understand, and simple to evaluate without causing confusion. If you additionally label the scale, combining the numerical with the verbal rating scale, your visitors can precisely express how they rate you/the website/the product, etc.
However, each person interprets the numbers differently, and many tend not to select the extremes (first and last number of your scale).
Therefore, in the evaluation dashboard, we show you not only the average rating but also the median rating. This gives you a better overview, and potential outliers do not carry as much weight.
Many rating scales are a Likert scale. Named after the American Rensis Likert, a Likert scale asks for opinions and evaluations. They are thus a subcategory of the evaluation scale that queries an attitude. Likert scales are a reliable method for obtaining precisely these attitudes.
Emoji scales, on the other hand, are less detailed and nuanced, but universally understandable. Even children understand what the happy, neutral, and sad faces express. It is important to ensure that the emojis are displayed correctly on every device and in every browser.
Emojis are suitable for capturing a quick sentiment, while a Rating Scale, especially a Likert scale, is suitable for obtaining detailed evaluations.
Our tip: Always combine ratings with a free-text answer. Using logic, you can ask visitors who gave you a poor rating different questions than those who gave you 10/10.