With uncertainty still looming over when we can return to our normal routines, websites and apps are quickly becoming the primary way shops and service providers interact with customers. Website surveys can help you reach across the digital divide to connect you to the needs of your audience and inspire return visits.

Whether you’ve just started the shift to digital, or are looking for ways to refine your web experience to stay competitive, this quick and easy guide can help. We’ll walk through the top pages for getting website feedback, and the most effective survey questions to ask. 

Key moments to serve a web survey

To identify where you want to collect feedback on your website, take inventory of the pages or user flows that are most critical to your business. These pages often lead up to a transaction, help customers solve an issue, or even let your customers cancel. They can also be pages that fail to convert or have high exit rates.

Here’s a list of top use cases.

Survey questions for transaction completion pages

After checking out, subscribing, or scheduling an appointment for your service, find out what your users thought of your website overall. Since the experience is fresh in their minds, this is the perfect time to collect some feedback.

Sample questions to ask:

  • How likely are you to recommend [us] to a friend or colleague?
  • Rate how strongly you disagree or agree with the following statement: [Website] made it easy for me to [complete the transaction].
  • How satisfied were you with your overall experience on our site today?

We’d recommend adding a free response question to all of the rating questions above, so visitors can elaborate on their experience. You may find that though someone completed their transaction, it was in spite of some friction.

For customers who had a great experience, repurpose their positive feedback on your site as a testimonial for some powerful social proof.

Survey questions for product or support pages

Making sure your product and support pages have pertinent, clear information can do wonders for self-service, decreasing the number of help desk tickets or speeding up the conversion process.

Sample questions to ask:

  • Did you find what you were looking for?
  • Was the content on this page helpful?
  • How satisfied were you with the content on this page?
  • Rate how strongly you disagree or agree with the following statement: [Article] made it easy for me to [solve my issue].
  • Were you able to solve your issue?

As you can tell, some of the questions above are yes/no, while others are rating questions. Which should you use?

If you’re making incremental adjustments to your content, the rating questions can help you track if your improvements are working. Have you been able to go from a three to a four – or even a four to a five? If you don’t need to track that level of nuance, a quick yes/no question gets straight to the point.

Survey questions for abandoned user flows

Sometimes your customers get all the way to the checkout or signup page, but don’t hit submit. Find out why with one of these questions:

  • Is there something keeping you from [completing your purchase/signing up for a free trial]?
  • Is the pricing plan clear?
  • Is there something we can help you with?

At this point in the interaction, while gaining understanding is important, what’s crucial is that you follow up with the people who complete the survey. Use their response to trigger outreach from a sales representative. Automate the process by integrating survey responses into your CRM. Your survey thank you page can also provide the customer with more information or next steps.

Survey questions for cancellation or downgrade pages

Gain insight into why customers are leaving your service with churn surveys. In some cases, you may even be able to retain the customer by surfacing plan options or features they may not have been aware of.

Sample questions to ask:

  • How would you rate your overall experience with [our company]? Can you tell us a bit more about your rating?
  • Is there anything we can do to change your mind?
  • Additional follow-up question: What are the reasons you’ve decided to cancel your account?

Experiment with free response and multiple choice answer options to see which have higher response rates. Though they take more time on the respondents’ part, free response questions can yield unexpected insights. Multiple choice options make it easier for customers to answer.

Creating your website survey

Creating a best-in-class web survey is easier than you think. You can modify Delighted’s Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), and Thumbs survey templates to ask all of the questions above. Pair them with our web feedback solution, and you’ll be up and running in no time.

Some other tips for getting your website survey up and running:

  • Configure your survey timing so that users have enough time to get a good feel for the content on the page before you ask for feedback. Do you want it to show after a user has been on the page for 30 seconds, after they’ve scrolled through a certain amount of content, or only to return users? 
  • Capture feedback from both logged in and logged out users, returning visitors and new visitors to dial in the experience for your entire audience.
  • Make sure the survey interface isn’t disruptive to the user experience. Pop-ups and interstitials are popular solutions, but can be a harmful distraction.

If you’re refining your app as well as your website, check out our mobile feedback guide.

See how easy it is to set up website surveys with a free Delighted trial.