Types of Website Surveys

There are multiple types of website surveys that you can leverage to collect actionable insights from your online audience. They are as follows:

Pop-up/Intercept Surveys

Pop-up/Intercept surveys stand out as a direct and immediate way to gather user feedback. These surveys strategically appear on the screen, often triggered by user actions or time spent on a page.

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Feedback Widget/Sidebar Form Surveys

Another effective type of website survey is the Feedback Widget or Sidebar Form. This unobtrusive survey method is often stationed on the side of the webpage, providing users with a constant avenue to share their opinions.

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Collapsible Surveys

Collapsible Surveys represent a user-friendly approach to gathering feedback. These surveys are strategically designed to expand or collapse based on user interaction. Hyatt, a leading hospitality chain, employs collapsible surveys on its website, allowing customers to provide feedback at their own pace.

This non-intrusive method ensures that users have the flexibility to engage with the survey when it suits them, contributing to a positive user experience. The collapsible survey approach is an exemplar of how brands can harmonize user feedback collection with a user-centric design.

Use Cases of Website Surveys

Every website survey you design will be specific to a particular goal. This goal can be reducing bounce rate, improving support services, collecting visitors' contact information, increasing clicks on CTAs, and more. The feedback from the survey will help you complete that goal.

Depending on the type of information you need, you can create different survey types for your website. These can be website user experience surveys, feedback surveys, design surveys, or evaluation surveys.

1.) Market Research

These website surveys let you perform market research on your website. You can perform competition analysis, explore potential opportunities for new products, or find out visitors' interests and preferences.

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Website experience surveys provide tremendous opportunities to engage your customer base and find out what they expect from you. You can test out potential demand for a new product or the reason behind an existing one's popularity. The applications are limitless.

Plus, they are more cost-effective and focused than other mediums of marketing research.

Bonus Read: 24 Best Market Research Tool

2.) Landing Page Feedback

Website feedback surveys are crucial to map out the customer experience, locate issues with the webpages, uncover bugs, and improve the overall page content. You can place these surveys on any page and show them to the visitors after a set time or a fixed number of scrolls.

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Plus, landing page surveys also help with page optimization and content evaluation to improve the visitors' engagement and experience on your website.

They can help you locate the website traffic sources. You can also probe if the visitors can find what they are looking for? What else would they like to see on the page? Are they able to navigate the website easily?

Bonus Read: 5 Survey Questions to Increase Landing Page Conversions

3.) Post-Purchase Feedback

Post-purchase website surveys are important because they let you target the people at the end of the conversion funnel and learn about their shopping experience. You can utilize these surveys in several ways:

  • Learn about the issues they faced during their journey from landing page to checkout.
  • Collect feedback about the products.
  • Ask them to rate their experience on the website or give Google reviews, which would increase your brand's credibility.
  • Retarget them for upselling and cross-selling opportunities using giveaways after survey completion.
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If appropriately used, post-purchase surveys can help you accomplish different goals, i.e., from collecting simple feedback to retaining customers and increasing the average order value.

4.) Customer Satisfaction Feedback

Another vital feedback metric is customer satisfaction. It is essential because the customers also want to give their feedback about your products and services. Increasing customer satisfaction is a clear indicator of growth.

There are different scenarios where you can use website satisfaction surveys. For example,

  • Add the CSAT question with the post-purchase survey.
  • Ask for CSAT rating after customers' interaction with the support services such as live chat.
  • Use CSAT surveys to gauge customers' delight or frustration after they complete a product trial.

Website satisfaction surveys should be an innate part of your survey strategy. They pave the path towards a superior customer experience by highlighting how happy or frustrated your customers are with your services. They show you the friction points along the customers' journey. You can make the necessary changes using the data to create a customer-centric approach in your business.

Bonus Read: How to Measure Customer Satisfaction

5.) Exit-Intent Surveys

Suppose you find out that a particular page on your website has a significant amount of traffic, but the conversions are less than the site's average, or that the bounce rate is relatively high. In another situation, you observe that a lot of people click the 'Sign Up for Free Trial' button but don't complete the form.

These situations indicate people are leaving your website because something prevents them from taking the next step toward conversion.

But how can you find out the cause of this behavior? That is where exit-intent surveys prove quite helpful.

Anything You Look

They allow you to collect information from exiting visitors. You can use the exit surveys to ask them about the reason for not signing up for the trial or subscription, uncover any issues or bugs they faced on the page, do form analysis, perform product price analysis, and more.

Exit-intent surveys allow you to improve the web page, reduce bounce rate, increase customer engagement, and boost conversions on high-traffic pages.

You may also like to read: 30+ Exit Popup Examples for Better Conversions in 2023

6.) NPS (Net Promoter Score) Surveys

An NPS survey is used to gather insights regarding customers' loyalty towards your brand. The respondents are asked about their likelihood of your product or website recommendation to their friends and colleagues. They are then segmented into detractors(0-6), passives(7-8), and promoters(9-10) based on their responses.


The main reasons for implementing NPS in your business are;

  • It is a simple survey for customers to answer.
  • It is a direct indicator of long-term brand loyalty.
  • NPS is a standardized metric used worldwide, making it easy for you to compare your score with the industry standards.

That is why it is highly beneficial to collect the NPS score on your website and compare it over time to see the improvements.

Bonus Read: Best NPS Software

7.) Lead Generation Surveys

Not all those who land on your website get converted. Some visitors come to compare your products with your competitors, while others leave because they cannot find what they are looking for.

How will you target the people who visited your website but did not convert? The answer is by collecting their contact information such as email, phone number, WhatsApp number, etc. And lead generation surveys help you do that.

They are shown to the visitors to convince them to leave their information so you can get in touch with them.

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You don’t necessarily need to use lead generation surveys separately; you can add a lead generation form to other surveys, website live chat, or the website's support button.

The aim here is to gather customers' contact information and identify potential prospects so you can nurture them into customers over time.

Bonus Read: Best Lead Generation Tools & Software

8.) Website Polls

Technically they are not surveys, but they are fun. Have you ever visited your favorite football website and seen a live poll between two teams? And how many times have you participated in it just to see the current percentage of 'for' and 'against' votes? We know that we have plenty of time.


Website polls can provide you with the perfect opportunity to know about your customers' preferences and interests. You can easily create polls to include website design survey questions about new features or upcoming products and ask for customers' votes to determine their preferences. They are fun, easy, and take less than 5 seconds to complete.

Bonus Read: Best Website Feedback Tools

9.) Website Redesign Survey

In the pursuit of continual improvement and staying attuned to user preferences, businesses often deploy Website redesign surveys.

This strategy exemplifies a proactive approach to gathering user feedback to inform potential website enhancements. These website surveys are tailored to gather insights specifically related to the user interface, functionality, and overall user experience.

Website Redesign Survey

Through targeted questions, Website redesign surveys aim to understand user preferences regarding layout, navigation, and visual elements. This approach ensures that any redesign aligns with user expectations, ultimately enhancing the overall online experience.

Do you want free survey software?

Qualaroo is the world’s most versatile survey tool

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