What Questions Should I Ask on a Website Survey?

If you have accurate information, it will save your time and efforts in locating issues, coming up with new ideas, optimizing the website, and implementing new features to grow your business.

We’ve put together the ultimate list of questions you can choose from to create targeted surveys. Sometimes the right wording makes all the difference, so we've included a couple of different examples for each question.

Remember, The right questions will fetch the correct information.

Purpose: Uncover how your visitors found out about you

Examples:

• "Where exactly did you first find out about us?"
• "How did you find our site?"
• "What were the search terms you used to find our site?"

Tip: For these questions, we strongly recommend not giving visitors a list of options. Otherwise, the results will work against you by leading the customer to the sources you already know about. You want to uncover the answers you don't already know, and the best way to do this is to allow your visitors to tell you what they think.

Purpose: Understand Purpose of Visit / Intent

Examples:

• "What did you come to this site to do today?"
• "What were you hoping to find on this page?"
• "What were you looking for?"

Tip:Focusing on the intentions of a visitor is a great way to build an A/B test. Once you understand their intentions, you can test a variation of the page that targets that intention to see if performance improves.

Purpose: Create Customer personas

Examples:

• "Describe yourself in one sentence."
• "What is your name?"
• "What is your age?"
• "Which device do you usually use to shop with us?"
• "What did you come to this site to do today?"
• "What were you hoping to find on this page?"
• "Does this page meet your expectations?"

Purpose:Uncover the appeals of your site/product

Examples:

• "What caught your attention about this site in your search results?"
• "What's the biggest influence on your purchasing decision?"
• "What persuaded you to purchase from us?"
• "Please list the top three things that persuaded you to use us rather than a competitor."
• "What convinced you to pay for this service?"
• "What persuaded you to start a trial?"
• "What convinced you to signup for a trial?"

Tip:Visitors who are engaged with your service tend to be more willing to share their thoughts. Put the survey immediately after the purchase flow to maximize the response rate.

Purpose:Investigate bounce rate

Examples:

• "Did this page meet your expectations?"
• "Were you able to find the information you were looking for?"
• "What other information would you like to see on this page?"
• "Does this page contain the information you were looking for?"
• "What is the main reason you're canceling your account?"

Tip:These questions are most useful on pages where the bounce rate is critical: landing pages. Use these to find out whether your landing pages are giving visitors precisely what they need.

Purpose: Investigate Form and Cart Abandonment

Examples:

• "Do you have any questions before completing your purchase?"
• "What nearly stopped you from creating an account today?"
• "What's preventing you from starting a trial?"
• "Is there anything preventing you from purchasing at this point?"
• "What nearly stopped you from signing up today?"
• "What would persuade you to use us more often?"

Purpose: Understand position relative to the competition

Examples:

• "Which other options did you consider before choosing our [Product name]?"
• "Which of our competitors, both online and offline, did you consider before choosing our [Product name]?"

Tip: Often, we think we know our competitors, but the answer to this question can be surprisingly insightful in understanding the customer's actual pain point.

Purpose: Explore new product opportunities

Examples:

• "What is your biggest challenge or problem in finding the right product?"
• "Name one important product feature that persuaded you to purchase the product?"
• "What other products would you like to see us offer?"
• "Is there anything preventing you from purchasing at this point?"
• "What convinced you to pay for this service?"
• "What's the next feature or functionality we should build?"
• "How would you feel if we discontinued this feature?"
• "What's one feature we can add that would make our product indispensable for you?"

Purpose: Measure Net Promoter Score/ Scale of Satisfaction

Examples:

• "How likely is it that you will recommend our company to a friend or colleague?"
• "How would you rate our service on a scale of 1 – 10?"
• "How would you rate your overall experience on our site today?"

Tip: NPS surveys are always great to have running on your site to gauge customer satisfaction compared to others in your industry. However, keep in mind that the most important way you can use the results is by doing your own benchmarking. If you are continually improving your own NPS, you're likely to improve your customer satisfaction, growth, and revenue.

Purpose: Solicit Product Feedback

Examples:

• "What's one feature we can add that would make our product indispensable for you?"
• "Of these four options, what's the next thing you think we should build?"
• "How often do you use this feature?"
• "How would you feel if we discontinued this feature?"
• "What's the next feature we should build?"
• "How disappointed would you be if you could no longer use [Product/feature name?]"
• "Have feedback or an idea? Leave it here!"

Tip:Asking more pointed questions results in more precise, more actionable data. These website feedback questions are written generically, but we recommend tailoring these questions to tie into your product or service.

Purpose: Uncover missing content

Examples:

• "What topics would you like to see us write about next?"
• "Was this help section useful?"
• "Did this article answer your question?"
• "Were you able to find the information you were looking for?"
• "What other information would you like to see on this page?"
• "What is your biggest challenge or problem in finding the right product?"
• "What other products would you like to see us offer?"
• "Is there anything preventing you from purchasing at this point?"
• "What convinced you to pay for this service?"
• "What's the next feature or functionality we should build?"

Tip:Website evaluation surveys are great for refining the page content to make it more immersive and helpful. The more engaging your page is, the higher are chances of conversions.

Bonus Read: How to Create A Landing Page That Converts

Purpose: Uncover Issues

Examples:

• "Is there anything preventing you from signing up at this point?"
• "What's preventing you from signing up?"
• "What would change your mind about signing up for an account?"
• "Is our pricing clear?"
• "What could we do to make this site more useful?"
• "On this page, it seems like I should be able to…"
• "Is there anything on this site that doesn't work the way you expected it to?"
• "What's preventing you from starting a trial?"
• "Is there anything preventing you from completing your purchase?"
• "What's the one thing that nearly stopped you from starting a trial?"
• "What is the primary reason why you're canceling your account?"
• "Was there anything about this checkout process that we should improve?"
• "What prevented you from doing what you came to the site to do?"

Tip: Are you trying to understand why your visitors are leaving before signing up or making a purchase? Consider running an Exit Survey to catch your visitors who don't plan to convert.

Purpose: Understand reservations with using or purchasing the product

Examples:

• "What was your biggest fear or concern about purchasing from us?"
• "If you did not make a purchase today, can you tell us why not?"
• "What would've convinced you to complete the purchase of the item(s) in your cart?"
• "Do you have any questions before you complete your purchase?"
• "What's the one thing that nearly stopped you buying from us?"
• "What was your biggest fear or concern about using us?"
• "What was your biggest challenge, frustration, or problem in finding the [Product name] online?"
• "What could we change to make you want to continue using us?"
• "Do you have any questions before starting a free trial?"
• "Do you plan to start a trial?"

Tip: Same as above, if you put the survey question for this immediately after purchase, you'll be able to maximize the response rate from your target demographic