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Here are ten open-ended survey questions you can use as a template on your website: feel free to copy, re-word, or expand on any or all of these. What could we do to make this page more useful? Nominal questions work well when there is a limited number of categories for a given question (see the example above). - Where exactly did you first hear about us? To get more insight, we ask blog visitors if our articles are helpful on a scale from 1 to 5, then follow up with an open-ended question to find out why our content is or isn’t helpful for them. It runs a poll of people who are willing to answer the questions. The 15 best website survey questions to ask customers in 2020. The principle is the same: take a page that’s underperforming, and ask your users why. Combining the two gives you both the context you need to solve a problem or capitalize on an opportunity and plenty of inspiration about how to do it. Whenever you want to assign a numerical value to your survey and/or visualize and compare trends, a rating question is the way to go. Before officially sending it out, we wanted to make sure the questions really worked. You’ll notice all our sample questions are listed in second-person (i.e., ‘you’ format), but it’s worth testing to determine which approach gives you better answers. Your research goals.What you hope to learn. It's pretty easy to survey everyone, ask every customer a question on checkout. (can be multiple choice). Hotjar recently created a survey that we sent to 2,000 CX professionals via email. What were the three main things that persuaded you to create an account today? Before you can do that, you have to ask demographic survey questions that hit the mark. Rating scale questions are questions where the answers map onto a numeric scale (such as rating customer support on a scale of 1-5, or likelihood to recommend a product from 0 to 10). Here’s a look at five usability questions we ask our website visitors and customers. What would persuade you to visit us more often? This helps us learn more about how to improve the payment process and spot any potential issues that might be stopping other website visitors from converting. Read more → we wrote a series of blog posts about managing the early stage of a SaaS startup, which included a post about developing the right pricing strategy—something businesses in all sectors could benefit from. Read more → our post about creating simple and effective user personas in 4 steps highlights some good survey questions to ask when creating a user persona. Open-ended questions vs. close-ended questions: examples and how to survey users, Survey questions 101: over 70 survey question examples + types of surveys and FAQs. These questions are also great for getting your foot in the door. Deciding exactly which rating scale to use and what questions to ask can be con… What was your biggest fear or concern about purchasing from us? if gender is irrelevant to the result of your survey), move on to the ones that are really useful for you, business-wise. Website surveys can take different forms, from small slide-ins or pop-ups in a corner to full-page overlays, but they all help website owners and managers collect qualitative insight that sheds light on the ‘why’ behind user actions. Where in the conversion funnel have you spotted a leak that needs investigating (, first we ask “How would you rate the payment experience?” on a scale from 1 to 5, then we ask an open-ended question to get more information. Conduct a survey of your customers to identify the key aspects that you can improve to provide a better customer experience.”, Shane Barker - Digital Strategist, ShaneBarker.com. - Did you find the information you were looking for on this page? What’s the one thing we are missing in [product type]? ", Sarah Doody - UX Designer, SarahDoody.com. By asking a few questions on problematic pages, you can learn more about why people are leaving your website. The following survey questions can help you get some great testimonials. Which is why we’ve carefully curated this blog that stresses on how important employee satisfaction around the workplace and how employee engagement survey questions help you in the long run. The questions you ask, and how and when you ask them, determine both the value of the data and the amount of brand equity you win or lose. For example, if your open-ended questions uncover a complaint about a recent change to your ordering process, you could use a Likert scale question to determine how the average user felt about the change. Analytics, user session recordings, and user testing can tell you whether it does that or not.". “Rather than asking: ‘Why did you buy our product?’ ask ‘What was happening in your life that led you to search for this solution?’, Instead of asking: ‘What's the one feature you love about [product],’ I ask: ‘If our company were to close tomorrow, what would be the one thing you’d miss the most?’ These types of surveys have helped me double and triple my clients.”, Talia Wolf - Founder and Chief Optimizer at GetUplift. Our sample survey questions should give you a solid starting point on your journey toward really understanding your users. If you could change just one thing in [publication name], what would it be? What were the three main things that persuaded you to join our list today? What was your biggest challenge, frustration, or problem in finding the right [product type] online? Wording alternatives can be developed. In fact, as little as ten replies can give you actionable information about what your users want. How would you rate our support on a scale of 1-10? There’s a right way and a wrong way to ask questions so that people are more likely to answer them. To help you understand the basics and avoid some rookie mistakes, we asked a few experts to give us their thoughts on what makes a good and effective survey question. It's not science. That’s what you’re after: you want to know what it’s like inside their heads and how they feel when they use your website and products. Your company and customers.Surveys need to be on brand and relevant. - Where you looking for anything today that you could not find? Editor’s note: to set up a survey that shows up on your website pages like the ones we showed you in this article, you need to use the Hotjar Surveys tool. If you could no longer read [publication name], what’s the one thing you would miss the most? Here are some suggestions on asking user survey questions and how to create a survey: 1) The questions should all be focusing on UX issues. Here is a complete guide on why survey questions matter, and how to write them to get maximum value out of your visitors’ answers. Just because a restaurant might sell a lot of lasagna doesn’t mean their lasagna is well-liked. If you’re worried that adding an on-page survey might hurt your conversion rate, start small and survey just 10% of your visitors. They’re easy for people to answer and for you to create graphs and trends from, but the downside is that you may not be offering enough categories for people to reply. Understanding customers is the key to improving and growing your business—but you won’t be able to understand your customers unless you learn more about them. Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc. Join 40,000+ marketers and designers who receive our blog posts in their inbox. We’ve written in detail about most of these ideas in other blog posts, and I’ve included links for each of them below. Asking a wide variety of questions will help you and your team get a complete view of what your customers are thinking. What's one thing we can add that would make [publication name] indispensable for you? Ensure answer choices are exclusive and exhaustive “Having run thousands of user research projects, I have found that the key is to alternate questions often. Officevibe’s survey tool is here to help with exactly that. The completion rate on a survey is calculated by the number of questions answered divided by the number of questions that need to be answered to finish surveys. If you did not upgrade today, what stopped you? Do you have any questions before you complete your purchase? ". Then, consider rotating the questions in the future so you can get different types of feedback throughout the year. Then came forth the 10 commandments for writing good survey questions to guide everyone from elite researchers to entry level interns in all things survey question writing. Complete guide to survey questions with survey examples and sample survey questions that include question types, answer types and good questions for a survey like the Dichotomous Survey Question, Multiple Choice Question, Rank Order Scaling Question, Rating Scale Question, Semantic Differential Scale, Stapel Scale Question, Constant Sum Survey Questions and much more! Pro tip: consider triggering a survey only when visitors have spent 30 seconds or more on the page or scrolled halfway down. Before we dive into our list of 70+ question examples, here is a quick overview of the six different survey question types they belong to, with a few examples for each: Open-ended questions give your respondents the freedom to answer in their own words, instead of limiting their response to a set of pre-selected choices (such as multiple-choice answers, yes/no answers, 0-10 ratings, etc.). Copyright © 2014 - 2020 Hotjar Ltd. All rights reserved. In the beginning, focus on the big things: Don’t just use surveys to answer questions that other tools (such as analytics) can also help you answer. (NPS question). Why should you care about what people ‘think’ about the search feature? We’re influenced by people who are similar to us, and testimonials that explain how your product solved a problem are the ultimate form of social proof. Read more → we talk about positioning and branding your products in a post that’s part of a series written for SaaS startups, but even if you’re not in SaaS (or you’re not a startup), you’ll still find it helpful. The best survey responses come from respondents who provide personal accounts of past events that give us specific and real insight into their lives. The format you choose for your survey—in-person, email, on-page, etc.—is important, but if the questions themselves are poorly worded you could waste hours trying to fix minimal problems while ignoring major ones a different question could have uncovered. "By knowing which of your products is most liked, you can: A good rule of thumb is to aim for at least 100 replies that you can work with. If you had a magic wand and could change anything in [product name], what would it be? Constructing Survey Questions. Please list the top three things that persuaded you to use us rather than a competitor. A customer survey is a type of business survey that is used to collect first-hand information on the perceptions of your customers. You can stop surveying once you have enough replies. There’s no perfect answer to this question, but we recommend asking as few as you need to ask in order to get the information you want. How would you rate our service on a scale of 0-10? - What was the main concern or fear you had before purchasing? Read more → in our post about positioning and branding your products, we cover the type of questions that help you get effective testimonials. The first step is to come up with some goals for your survey. In fact, it might be deterring customers from ever coming back. If you did not subscribe to [publication name] today, what was it that stopped you? The questions in customer satisfaction surveys are used to gauge customer needs, understand problems or weak points in a company’s offerings or determine clearer routes of communication. Were you able to find the information you were looking for? How would you feel if we discontinued this feature? The typeof survey matters, too—are you asking first-time visitors about your content? Is there anything on this site that doesn't work the way you expected it to? Their feedback helped us perfect the questions and clear up any confusing language. This is where an on-page survey can help: while data points like conversion rate will give you a black-and-white view of how your landing pages are performing, asking questions will help you color in the data and find out what’s still missing, what’s not crystal clear, and what’s stopping people from continuing their journey across your site. Use the following list as your guide to help avoid these possible pitfalls. We get such valuable feedback from this survey that we made it mandatory for all downgrades/cancelations. It may be tempting to focus on your company or products, but it is usually more effective to put the focus back on the customer. - What’s the ONE thing missing from this page? These questions often come in the form of a followup email or popup window and typically include a rating scale, though they can sometimes be left open-ended. This question is ideal for a SaaS company or any business with a subscription revenue model, but you could pose a similar question to people who unsubscribe from an email newsletter. Read more: good survey questions help you get clear insights and business-critical information about your customers. When the pressure is mounting, you’ve got to get to the bottom of it, and good survey questions can help you do just that. For example, if you are asking people what type of browser they are using and only give them 3 options to choose from, you may have effectively alienated everybody who uses a fourth type and cannot tell you about it. Most of the time, people focus on the type of survey they’re using but spend much less effort on the questions. When it comes to surveying users, we practice what we preach. Keep questions simple and clear. Rating questions are also used for customer satisfaction surveys and product reviews (such as Amazon’s five-star product ratings). This helps create a more visceral reaction from people and encourages them to tell stories from their actual experiences, rather than making up hypothetical scenarios. If you did not make a purchase today, what stopped you? When a customer feedback survey is too long, most people won’t take the time to read all of the questions. We'll explore the dos and don'ts of good question writing towards the end of this article. If exit rate is not the best indicator of success for your site, you can also poll users on pages with poor conversion rates. What almost stopped you from subscribing? You can: To run both on-site surveys (that appear on a website page) and online surveys (that exist on a separate URL), you will need dedicated survey-building software like Hotjar. Few things are more frightening than stagnant sales. “You are asking your audience to take time out of their day to do free work for you, so you need to be warm, personable, and even a little charming to get them to want to help you.”, Momoko Price - Conversion Copywriter at Kantan. 2. A persona combines psychographics and demographics and reflects who they are, what they need, and what may stop them from getting it. In this quick guide, you’ll learn where on your website to ask questions, which survey questions to ask, our favorite survey question examples, and how to get started using an online survey tool like Hotjar. What's the next feature or functionality we should build? “The foot-in-the-door principle helps you create a first point of contact with a person, laying the groundwork for the rest of your survey. What information is missing or would make your decision to buy easier? A good survey questionnaire is made (or not made) by the individual questions that constitute it. A group of user testers about the checkout flow? SurveyMonkey doesn't actually run surveys of your total audience. If you could have changed one thing in [product name], what would it have been? Employees need to feel like their opinions are heard and understand how their feedback affects your company’s direction—and whether or not their opinions will lead to change. If not—what would you change? Best practice tips for writing pulse survey questions. Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc. Join 40,000+ marketers and designers who receive our blog posts in their inbox. By focusing on customers who bought your product (but almost didn’t), you can learn how to win over another set of users who are similar to them: those who almost bought your products, but backed out in the end. Is there anything preventing you from upgrading at this point? How would you rate our support on a scale of 0-10? How about simple statements such as: The government should increase taxes, or the government needs to increase taxes. Balance the number of questions. Give it a try! You don’t want your audience to tell you what you already know; you want them to give you insights, so you have to allow for that. One way to increase your response rate is to ask an easy question upfront, such as a ‘yes’ or ‘no’ question, because once people commit to taking a survey, they’re more likely to finish it. You want your team to be reading a wide variety of answers so they can truly empathize with their users.”. Even though open text analysis , or OTA, can help decipher the meaning behind responses, the human element of evaluating these insights cannot be ignored. Mention the survey – and ask people to fill it in – just after the presentation has concluded, right before you start Q&A. “The products that are most-liked aren’t necessarily the ones you sell most of. Is there anything on this page that doesn't work the way you expected it to? Pro tip: you can add an open-ended component to a nominal question with an expandable ’other’ category, where respondents can add in an answer that isn’t on the list. Here are seven common types of surveys and the best questions to ask in every situation. As with landing page surveys, it’s a good idea to trigger surveys on any pages where you want users to complete an action (such as a pre-sales page) after a set time or scroll length. If you run a SaaS website or subscription service, you’ll likely have customers who wish to unsubscribe or downgrade to a lower pricing tier. You ask these questions when you want to get some context about your respondents (and also so you can segment them later). Surveys on success pages can be triggered as soon as a confirmation message appears, ensuring that the user’s journey is complete and fresh in their minds. Which other options did you consider before choosing [product name]? “Overall, if you want to deliver an AMAZING customer experience, the SINGLE MOST IMPORTANT thing you can do is LEARN more about your customers so you can custom tailor that experience to them. Give your customers one question at a time, and never add an “and why?” option at the end—if you want to know more, ask a separate question instead. What’s the one thing that nearly stopped you from buying from us? “Don’t use surveys to ask people questions that other tools are better equipped to answer. If you want to figure out why people are leaving your website, you’ll have to ask questions. A typical rating question is used to determine Net Promoter Score® (NPS): the question asks customers to rate their likelihood of recommending products or services to their friends or colleagues, and allows you to look at the results historically and see if you're improving or getting worse. While the particular questions you ask will depend on the stakeholders’ expectations, the goals of the training and the goals of your evaluation, there are certain techniques you can use to improve the quality and usefulness of your survey. Fio was the Senior Editor at Hotjar until October 2020. Were you able to complete the purpose of your visit today? What's the next thing you think we should build? Referrals and word-of-mouth marketing are really important for us, so we ask a couple of follow-up questions (see point #4 below) to get as much insight as possible. That way, you'll avoid distracting users before they’ve read the content. Asking questions at this stage helps you dig into the details and learn more about what you're doing right, why people choose you over competitors, or whether there's anything that almost put them off. That’s how you’re going to take that 5% to 10%.”. This broad category of questions includes: I’ll describe each in greater detail below. 2. A combination of online survey questions and one-on-one interviews can help you figure this out. One way to do this is by asking the right survey questions at the right point in their journey. What would persuade you to use us more often? I’m thinking of questions like ‘What do you think of the search feature?’ with pre-set answer options like ‘Very easy to use,’ ‘Easy to use,’ etc. The longer and more complex a question is, the more likely participants are to misinterpret or disengage. What is the main reason you're canceling your account? Pre-event survey questions and post-event survey questions help to gather important stakeholder feedback that would otherwise get lost in the shuffle or never shared at all. Use Hotjar to build your survey, place it on your website or send it via email, and get the customer insight you need to grow your business. Avoid jargon and technical words whenever possible (unless you clearly explain them), to make it easier for new or less experienced users to understand what you're trying to say. It takes more than sending employees a link to survey questions and expecting them to bare their souls for employees to believe in the power of feedback the way you do. After all, they’re giving you free labor! The majority of example questions included in this post are open-ended, and there are some good reasons for that: There are, however, a few downsides to open-ended questions: Closed-end questions limit a user’s response options to a set of pre-selected choices. When you do that, you’re essentially asking an open-ended question, because you aren’t limiting them to the options you’ve picked. Sounds easy enough, doesn’t it? Do you know who they are, what keeps them awake at night, and what brought them to your business in search of a solution? Demographic information is a powerful way to segment customers and develop better marketing campaigns. Your job is to address your prospective customers’ concerns, counter their objections, and calm their fears, which should lead to more conversions. By definition, pulse surveys are short and snappy. 1. Customize this blogging survey if you’d like to add blog sites not mentioned, or if you want to include additional questions. What is your biggest fear or concern about purchasing this item? Website surveys can take different forms, from small slide-ins or pop-ups in a corner to full-page overlays, but they all help website owners and managers collect qualitative insight that sheds light on the ‘why’ behind user actions. You may have seen it on this very page! Check the consumer complaints section of your website and identify the most common problems faced by customers. The responses we get help us shape our editorial calendar and write more articles our readers and customers want. Time to create a great survey. NPS is a higher bar than customer satisfaction because customers have to be really impressed with your product to recommend you.
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