25+2 Website Feedback Questions to Ask in 2024

On a scale 1 to 10, how confident are you that your own website experience is meeting customer expectations? 🤔

If you aren’t immediately thinking “I’m definitely in the 8-10 range for confidence” then you need to do customer discovery. 

When completing customer discovery it’s important to gather a combination of qualitative and quantitative feedback for making the best product decisions.  

A story from Susan’ experience

Earlier in my career, I joined a new company who were focused on delivering a new reporting tool. They knew that this was the product that would deliver more sales and customer retention. The reason they were so confident was because prospective customers were choosing a competitor for their advertised reporting features. 

I wanted to be on board with the team around the confidence they had in this decision but there was no quantitative feedback to support their assumption, just a handful of lost prospect conversations calling out the competitor’s reporting functionality. No one had gathering WHY reporting was important and what value these features would provide for customers. 

Acknowledging this, I quickly crafted a customer survey and persuaded our Head of Sales that this would be worth including on our website and in-product to gather the quantitative data we were missing to prioritize this work. 

Within just a few days of polling our customers and prospects, it was clear that certain reporting functionality was important but it wasn’t a direct copy of what our competitor had, in fact our competitor was missing some important parts too! 

We used that feedback to craft a better prototype for reporting and got our customers even more excited than before! 

Website feedback surveys are a great tool for gathering both of these types of feedback and testing those types of assumptions. 

Surveys can gather general customer satisfaction or specific opinions on product features or functionality to help product teams create better experiences. 

Surveys can also be a combination of data collection and open qualitative comments, giving more details to the customer story, problem or opportunity. 

In addition to gathering great insights, website surveys are affordable and quick, making them an attractive option for most teams. 

To design a strong website feedback survey, you first need to decide why you’re conducting a survey with what you hope to learn and then select the right questions to achieve those learnings. 

Set the Purpose of the Survey 

Never issue a survey just to say you did. Surveys are a great tool but must have a purpose. 

A few good purposes for running a survey include:

• Better understanding your visitor or customer demographics 
• Keeping a pulse on quarterly customer satisfaction 
• Understanding website visitor intent 
• Gathering feedback around a specific feature or workflow
• Understanding gaps in your current experience 
• Knowledge gathering for a problem not currently supported by your product
• Many more! 

What’s important to call out is it’s difficult to cover multiple purposes in one survey so identifying specific learning objectives along with your feedback survey questions is key.

What are Learning Objectives of Website Surveys? 

Learning objectives are the goals you have for performing the survey.

For example, let’s say your survey purpose was to gather feedback on ‘Understand website visitor intent’. In this case a few learning objectives may be:

• Better understand reasons that bring customers to your website 
• Learn if your website is answering most common visitor questions 
• Learn what percentage of your website visitors feel supported by your experience versus confused or misinformed 
• Learn common reasons visitors don’t continue to sign up for your product experience 

Now that you’ve outlined your learning objectives, you can focus your survey questions there. 

This will help you quickly recognize that a question about market changes or onboarding issues wouldn’t fit with this survey.

Types of Key 27 Questions to include in Your Survey

Now that you’ve established why you’re running a survey and the goals, it’s time to design your survey questions to ask about. This can be the hardest part because you want to ask everything! But remember to stay focused on your purpose and learning objectives.

Surveys can focus on one category of questions or pull a few across categories related to a specific topic.

Below are a few categories of questions for designing your next website survey. 

6 Content and Design Questions

This is probably the most popular type of survey questions alongside user experience.

These questions aim to better understand if the information on your website is valuable and if it’s presented in the right way.

Insight from these questions can help you and your design teams to focus on information architecture, website layout or accessibility. 

• Were you able to find the information you were looking for? 
• How easy was it to find what you were searching for? 
• Did you find this page helpful? 
• Was the information on the website easy to understand?
• How many clicks did it take you to find what you were looking for? 
• Was there anything missing that would have helped your buying decision? 

5 User Experience Questions

UX questions are a great way to understand customer satisfaction and opportunities in your product.

These questions tend to be ranking/scale questions or open comments to allow customers to provide specific examples. 

• How likely are you to recommend this product to a friend or colleague? (This is a standard Net Promoter Score/NPS question. Check out a template for NPS here.) 
• Overall how satisfied are you with the product? (Scale 1-10)
• What are the most/least important parts of the Product?
• If you could change anything about the product, what would you change and why? 
• What would make it easier for you to use the product? 

6 Pricing Questions

One of the first things people look for when visiting a website is the price. Grabbing the traffic and better understanding how your price compares is extremely valuable information to collect. 

• Is the pricing information clear and easy to understand?
• How much would you be willing to pay for this product? (This could be open text field or provide a selection of price ranges to choose from)
• At what price would you consider the price of the product too expensive? 
• How likely are you to purchase the product at X price? (Select options from a ranking scale like Extremely Likely to Not At All Likely) 
• Did you clearly understand the differences between pricing options? 
• What information would make the pricing details more helpful? 

4 Functionality and Performance Questions

The performance of your product or website can be a silent killer of success. Most customers won’t reach out if your website isn’t loading, they just won’t come back. Asking questions like these are valuable to know if you’re missing expectations. 

• How fast did it take to load the website?
• Were you able to load and view all images on a mobile device?
• How satisfied are you with the performance of the website? 
• Were you able to navigate the website easily? 

4 Demographic Questions

It can be helpful to understand more about the people visiting your website. This can help set your content strategy to make sure you’re addressing this group’s concerns. It can also be valuable if you’re seeing increased traffic in a group you don’t currently support but could be! Typically, these questions are standard drop down select questions. 

• Please select your [ ]
  • Job Role / Function 
  • Country 
  • Level of Education
• How did you hear about us? 
• What stage are you in your buying journey? (Select options such as ‘Just starting, Comparing options, or Gathering pricing’ )
• What is your role in the product selection process? (Select options such as ‘Researcher, Consultant, or Primary Buyer’)

BONUS Questions!

Depending on your product or service, it can be valuable to know more specific information about your own website survey visitors.

For example, a college website may want to better understand if its traffic is prospective students or parents of students so they know how to adjust or improve the content presented. 

• Please select your [ ]
  • Age, gender, education, marital status, or ethnicity. There are all options you could include to get more targeted information from your visitors. 

Another bonus question is giving customers a final open option to provide their thoughts.

There may be problems or ideas top-of-mind for a survey participant they’d like to share that may or may not be related to the topic you’re asking questions about. By providing an open-ended question, ideally this is the last question of your survey, customers can write anything they’d like to share.

• Do you have any other feedback or suggestions for improving our website? 

Best Practices for Great Survey Questions

Writing great surveys takes practice, it’s not easy!

Here are a few best practices for designing your next survey. 

• Keep it short and simple. Remember you are sending this survey to humans, who are most likely busy. 
• Don’t make the survey too long. Ideally keep it to 10 questions or less, and use common language. Surveys are not the place to introduce new feature names or jargon that could confuse your customers. 
• Keep your survey focused. If you’re looking for insights on a specific feature or workflow, target that with your content questions. Don’t jump around or ask too many different things. This can confuse users and lead to survey abandonment. Think about the purpose of the survey and focus questions there. 

• Include open-ended questions. Getting written user feedback can unlock insights your survey didn’t touch on or edge cases you’ll want to explore deeper. It also gives customers an opportunity to share their voice and experience directly. 
• Think about question order. Surveys need to have a nature flow, the same as a conversation you’d have with your customer. Also, make sure to ask your most important questions first, that way if survey participants don’t complete all the questions you at least get the most data for the highest priority questions. 
• Don’t survey too often. Customers typically enjoy providing their feedback but will stop doing so if it’s too frequent. Use data to surface surveys to specific users or website visitors at certain times so they aren’t surveyed too often. Quarterly surveys is a good cadence and can align with company Quarterly goals to make sure you’re delivering success to your users. If you want to do a longer, more in-depth survey, aim for only doing this annually. 
• Explore incentives for increased participation. Simple, short website surveys are common for customers to answer when exploring your website or using your product and don’t need much incentive to complete. Longer surveys that require customers to spend extra time or give written feedback may require an  incentive to complete the full survey. Common incentives include coupons to your product (ex: 20% off your next purchase) or digital gift cards (ex: $15 to Amazon). 

Website survey tool available to get started with customer feedback

Don’t feel like you have to go at this alone.

Usersnap has a survey template for any situation to get you started and your next survey launched fast! 

Check out all survey templates here. 

Usersnap focuses on engaging with users at the right time and by user behavior to get the most survey responses.  Surveys have the greatest impact when you engage with users while a product or tool is top of mind. Which means surfacing fast, relevant questions for real-time information gathering. 

A great example of this is the In-Product Rating survey that quickly asks a website visitor or customer if the information provided is what they are looking for. This is a fast way to understand if users are happy with their search results and are getting the outcome they are hoping to achieve. 

Another is the Feature Feedback survey you can put directly in your product when launching a new feature or gathering insights on existing functionality. This is a great tool for product teams to proactively understand if a problem is important to their users and prioritize solving.

Within the platform you can collect, analyze and uncover insights from your feedback surveys across your website or product. From there you can gather, copy and share actionable insights across one of their many integrations like Slack, Jira or Azure DevOps to immediately start taking action on what you learned from your customers.

You can also reply directly back to your users and thank them for providing their feedback, follow up for more details or let them know you’re building/fixing what they wanted! 

Try Usersnap today

It’s important to continuously collect feedback from your website visitors and customers and it doesn’t need to be a cumbersome task.

Utilizing the tips, recommendations and available tools shared here, you can have your first survey created and collecting responses in a matter of minutes.

Focus on what you want to learn, find the best tool for collecting those details and put insights into actionable next steps to keep improving your customer experience!