We are regularly asked what kind of website feedback we should be asking for in user surveys and polls. Our answer: it differs. The website and eCommerce feedback you attempt to acquire are contingent on the user’s experience, and what you’re attempting to accomplish.

You should always have a clear goal what you would like to measure and accomplish with the surveys you use whether it is ensuring the continuous experience level or a very specific information. Either way, you might wonder how you can actually ask all this from your customer.

To help you get on the right path, we’ve assembled a list of questions we believe to be the most engaging with visitors – sorted by your type of business: E-Commerce, SaaS, Blogs and News websites. Suggestion – be sure to change-up your questions frequently. Your team should be reading a vast assortment of answers to questions in order to genuinely identify with your users.

Is your business type unlisted? Let us know and we’ll put it on our list!

E-commerce Feedback
Before Buying:

• What details are lacking, or can we make your choice to purchase easier?
• What are you most worried about regarding the item you intend to purchase?
• Did you achieve what you intended during today’s visit?
• If you didn’t buy anything today, what prevented you from doing so?

After Buying:

• In your opinion, are there any aspects of our checkout process that needs improvement?
• What are you most worried about with regards to buying a product from us?
• What would have convinced you to finalize the purchase of the item(s) in your cart today?
• What would you miss the most if you were unable to use [name] anymore?

More Interesting Questions:

• Do you have any questions prior to finalizing your purchase?
• Is there additional content you would like to see on this page?
• What 3 things convinced you to create an account today?
• Was there anything that almost prevented you from creating an account today?
• Is there anything that almost prevented you from purchasing from us?
• Did you consider other options before deciding on [name]?
• What would convince you to visit us more frequently?
• What was your biggest issue, frustration or challenge in locating the proper (product type) online?
• Are you open to referring us to a colleague or friend? (NPS question)
• What 3 things convinced you to purchase from us, as opposed to a competitor?
• Are there any products you would like to see in our inventory?
• Did you successfully find the content you were seeking?
• Are you satisfied with our support?
• On a scale of 1 to 10, how would you rate our service? (NPS question)
• On a scale of 1 to 10, how would you rate our support? (NPS question)
• At this point, is there anything stopping you from buying?

Saas and Software
New or Trial users:

• Was there anything that almost prevented you from signing up today?
• What would convince you to visit us more frequently?
• Would you recommend us to a colleague or friend? (NPS question)
• Were our prices easy to locate? If not, what would you like to see?
• Was our pricing model clear?

Customers:

• What persuaded you to buy this service?
• What was the biggest reason you decided to buy from us?
• Can you name something you think is lacking in [name]?
• Are there any features you would like to see that would make our product essential for you?
• What would you miss the most if you weren’t able to use [name] anymore?

Ex-Customers:

• What is the primary reason you’re canceling your account? (please be specific)
• What is the one thing you would change about [name]?
• If you could modify anything about [product name] what would it be?
• Were you satisfied with our customer service?

More Interesting Questions:

• What 3 things convinced you to create an account today?
• What were the other options you considered purchasing before settling on [name]?
• What was your biggest issue, frustration or challenge in locating the proper (product type) online?
• What 3 things convinced you to purchase from us, as opposed to a competitor?
• Are there any questions you have prior to beginning a free trial?
• What convinced you to begin a trial?
• Was there anything that almost prevented you from beginning a trial?
• Which other choices did you ponder using before selecting [name]?
• Are there any other products you want to see us provide?
• Was this section helpful for you?
• Did this article help you?
• Were you satisfied with the help you received from us?
• On a scale of 1 to 10, how would you rate our service? (NPS question)
• On a scale of 1 to 10, how would you rate our support? (NPS question)
• At this point, is there anything stopping you from upgrading?
• At this point, is there anything stopping you from buying?
• Is there anything on this page that doesn’t function as you needed it to?
• What do we need to change in order to keep you as a customer?
• If you did not upgrade today, what prevented you from doing so?
• Based on these options, what is the next thing you would like to see us create?
• Would you feel happy, sad or indifferent if we no longer continued this feature?
• What’s the next functionality or feature we should develop?

Blogs, Publishers and News sites

Enhancing Content:

• If you had the ability to modify one thing about [name], what would it be?
• What other types of content would you like to see us present?
• On a scale of 1 to 10, how would you rate this article? (NPS Question)
• In your opinion, if anything on this page needs changing, what would it be?

Subscriptions:

• What is your primary reason for unsubscribing? (please be specific)
• What 3 things convinced you to sign up for our list today?
• What prevented you from subscribing to [name] today?
• What persuaded you to buy this service?

There you have it. We hope this article helps you create new surveys and modify your existing ones. We would love to hear which questions you end up using. If you have questions of your own to share, list them in the comments below. This is of course specific for web and eCommerce but there are alot of things you can do also in Brick & Mortar. More about those a bit later on!

– Jaakko