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20 Website Survey Questions to Ask Your Customers in 2024

Be it a startup or a multi-million dollar company, a website is the starting point of contact between your brand and customers.

Research suggests that it takes just about 50 milliseconds for users to judge your website and decide whether they want to stay or leave.

Multiple factors come into play while forming opinions about your website – its design, content, navigation, usability – the list is endless. Every inch of your website should display excellence. That can happen only when you know what your customers like and what they don’t.

But how do you understand if the website is meeting your customer needs? The answer is simple: Ask them for feedback via website surveys.

To help you craft effective surveys that generate valuable insights, we have compiled a list of 20 website survey questions along with their examples and tips.

Dive into this blog to explore those questions along with their examples and tips, and learn everything you should know about these surveys.

Let’s begin!

20 Questions to Ask in Website Surveys

Getting into your customers’ shoes is essential to analyze how happy or disappointed they are with your website. Focusing on the importance of customer experience at every stage of the customer journey is vital.

Here are 20 website survey questions that you can consider asking your customers to get valuable feedback and improve the overall experience.

Every question in a website survey allows you to understand your customer needs better. In this section, let’s decode the survey question examples to get closer to your customers.

1. How did you hear about us?

Purpose & Benefit: Understanding the numerous channels through which visitors found you. Knowing this information can help you understand your traffic distribution on multiple platforms like social media, emails, ad campaigns, etc. Further, you can better channel your marketing efforts to improve brand awareness and increase revenue.

Example Questions:

  • How did you know about our website?
  • How did you search our website online?
  • Did you find us through an online or offline search?

Master Tip: Keep this question either as a checkbox with the option to choose multiple answers or open-ended. In doing so, you can get to know about unknown and unique channels like events, conferences, and references.

Master Tip: Place this question towards the end of the survey to gauge overall satisfaction. Address concerns raised by detractors to encourage positive word-of-mouth.

2. What was your first impression when you entered the website?

Purpose & Benefit: Evaluating the website’s initial impact and user experience. Your website should convey to the visitors what it is all about at the very first glance. This question excellently gauges whether your website has successfully managed to communicate your agenda and encouraged further actions.

Example Questions:

  • What were your initial thoughts upon visiting our website?
  • Was it easy to find what you were looking for?
  • Did the website loading speed affect your first impression?

Master Tip: Ask this question to first-time visitors only, and time it in a way that it appears on your homepage right after a user has scrolled past significant sections. You can use targeted popups to carry this out the best.

3. Is there anything missing on this page?

Purpose & Benefit: Identifying content gaps and enhancing user satisfaction. By asking this question, you can discover elements that users expect but are currently not available on specific pages.

Example Questions:

  • Is there any information or feature you expected but didn’t find on this page?
  • What content or functionality would you like to see added?”

Master Tip: Ask this question after users have explored the relevant page. Analyze their feedback to continuously update the page based on user suggestions and offer a comprehensive experience.

4. What other products (or product features) would you like us to offer?

Purpose & Benefits: Gathering customer preferences and expanding your product offerings. This question helps you understand the potential demand for new products or features and is a great way to identify missing content. You can then brainstorm more ideas to make your website strong and competitive.

Example Questions:

  • Are there any specific products you wish we offered?
  • What additional features would you like to see in our existing products?
  • How important is customization in our product offerings for you?

Master Tip: Place this question in a section of the survey focused on product feedback. Prioritize new product development or feature updates based on customer responses.

5. What is the most important feature of our product?

Purpose & Benefits: Identifying key product strengths and aligning marketing efforts. This question helps you emphasize the aspects that resonate most with your customers. Ask the visitors to narrow down and pick one feature that strikes their minds first. When you collect their requirements, you can understand the features that appeal to your audience the most and features that don’t.

Decode the most preferred features and promote them further amongst your potential customers.

Example Questions:

  • Which feature of our product do you find most valuable?
  • What made you choose our product over competitors?
  • How has our product helped solve your specific pain points?

Master Tip: Ask this question in a section of the survey related to product satisfaction or post-purchase feedback. Highlight the most valued features in marketing materials to attract potential customers.

6. Would you recommend us to a friend or colleague?

Purpose & Benefits: Measuring customer satisfaction and brand loyalty. This NPS survey question is a powerful indicator of how well your product and services meet customer expectations. It also tests the loyalty of your existing customers. Delighted customers talk well about your products/services, thereby increasing the chances of referral marketing.

Example Questions:

  • On a scale of 0 to 10, how likely are you to recommend us?
  • What are the main reasons for your recommendation (or lack thereof)?
  • Is there any particular aspect of our product or service that you would highlight when recommending us?

Master Tip: Place this question towards the end of the survey to gauge overall satisfaction. Address concerns raised by detractors to encourage positive word-of-mouth.

7. One thing that almost stopped you from buying?

Purpose & Benefits: Identifying potential obstacles to conversion and improving the buying process. This question sheds light on any pain points that nearly prevented a successful sale.

Example Questions:

  • Was there any specific concern that almost made you abandon your purchase?
  • Did the pricing or shipping options cause hesitation during checkout?
  • What could we have done differently to make the buying process smoother?

Master Tip: Ask this question within the section focused on the purchasing experience. Use the feedback to optimize your website and checkout process, increasing conversion rates.

8. The primary reason for choosing us over our competitors?

Purpose & Benefits: Understanding your unique selling points and competitive advantage. This question helps you differentiate your brand from competitors and leverage your strengths.

Customers read a lot of reviews and have pricing concerns before purchasing a product. Ask them the reasons behind choosing you over your competitors. Encourage them to give genuine feedback about what they liked about your brand.

Example Questions:

  • What factors influenced your decision to choose us instead of our competitors?
  • How do our products or services compare to what competitors offer?
  • What specific value do you believe we provide that sets us apart?

Master Tip: Place this question in a section where customers can freely compare your offerings to those of competitors. Use the feedback to highlight your strengths in marketing and emphasize them on your website.

9. If not us, which of our competitors would you consider?

Purpose & Benefits: Identifying direct competitors and understanding market positioning. This question provides insights into which competitors you need to keep an eye on.

Example Questions:

  • Which other companies did you consider before choosing us?
  • What advantages do you see in the competitors you mentioned?
  • What do you perceive as our key differentiators compared to those competitors?

Master Tip: Place this question after asking about their reasons for choosing your brand. Conduct competitor analysis to stay ahead of the competition and continuously improve your offerings.

10. What makes us stand out from others?

Purpose & Benefits: Reinforcing your unique value proposition and identifying strengths. This question helps you understand what aspects of your brand resonate with customers.

Example Questions:

  • In your opinion, what sets us apart from other brands in our industry?
  • What do you perceive as our biggest competitive advantage?
  • How has our unique approach influenced your decision to choose us?

Master Tip: Ask this question in a section focused on brand perception and customer loyalty. Leverage these strengths in your marketing efforts to strengthen your brand positioning.

11. Which is the best SaaS tool you have used?

Purpose & Benefits: Gaining insights into competitors and identifying potential partnerships. This question helps you understand which SaaS tools are most valued by your target audience.

Example Questions:

  • Do you currently use any SaaS tools? If yes, which one do you find the most useful?
  • Are there any SaaS tools you would recommend that complement our product?
  • How do our features compare to the best SaaS tool you have used?

Master Tip: Ask this question in a section related to industry trends and competitors. Explore opportunities for collaborations or integrations with highly-rated SaaS tools.

12. What made you leave the website?

Purpose & Benefits: Uncovering website weaknesses and reducing bounce rates. Visitors exit a website for numerous reasons like irrelevant content, slow-loading page, unresponsive links, etc.

This question reveals factors that may be causing visitors to leave your site prematurely and helps you take timely actions for website improvement.

Example Questions:

  • Was there anything specific that prompted you to leave our website?
  • What improvements would encourage you to stay longer on our site?
  • Did the website’s layout or navigation cause any difficulties during your visit?

Master Tip: Use exit intent popup surveys to detect when a user is about to leave your website. Analyze the response to optimize your website’s content and user experience.

13. What topic would you like us to cover next?

Purpose & Benefits: Tailoring content to customer interests and increasing engagement. This helps you align your content strategy with the preferences of your target audience. With this question, you put the visitor’s needs first, and you can ask them the kind of information they are looking for to create a rich knowledge resource for your customers accordingly.

Example Questions:

  • What subjects or themes would you be interested in reading about in our future blog posts?
  • Is there any particular area of our industry you’d like us to explore further?
  • How can we make our content more relevant to your needs?

Master Tip: Ask this question within the section related to content preferences. Use the feedback to create valuable content that resonates with your readers.

14. Any other feature you would like us to add next?

Purpose & Benefits: Gathering innovative ideas for product development. This question allows you to tap into the creativity of your customers and figure out what’s in vogue to stay at the top.

Example Questions:

  • Are there any unique features or functionalities you would like to see in our product?
  • How do you think these additional features would enhance your overall experience?
  • Would you be willing to participate in beta testing for new features?

Master Tip: These questions are best utilized during prototype testing or beta releases. Assess if you can possibly implement the suggested features and reward customers for their valuable input.

15. What kind of content do you find most appealing?

Purpose & Benefits: Tailoring your content marketing strategy to user preferences. This question helps you understand which content formats and topics resonate best with your audience.

Example Questions:

  • Do you prefer written articles, videos, or infographics?
  • What specific topics do you find most valuable and engaging?
  • How do you usually consume content – through mobile devices, desktops, or both?

Master Tip: Ask this question within the section focused on content consumption habits. Diversify your content strategy to include a mix of preferred formats and relevant topics.

16. What is your preferred payment/delivery method?

Purpose & Benefits: Streamlining the checkout process and catering to customer preferences. This question helps you discover ways that offer a seamless and convenient buying experience.

Example Questions:

  • Which payment methods do you prefer when making online purchases?
  • What delivery options do you find most convenient for receiving your orders?
  • Do you have any specific payment or delivery requirements that we should consider?

Master Tip: Ask this question in the section related to the purchasing experience. Ensure your website supports popular payment methods and delivery options.

17. Any questions/suggestions regarding our pricing?

Purpose & Benefits: Addressing pricing concerns and optimizing your pricing strategy. Ask this question to get a hang of how customers perceive your pricing model and whether your pricing policy is favoring your conversion rates.

Example Questions:

  • Do you find our pricing competitive compared to similar products in the market?
  • Are there any pricing plans or discounts that would make our product more appealing to you?
  • What factors influence your perception of value when considering the price of our product?

Master Tip: Place this question in the section focused on pricing feedback. Offer transparent pricing and communicate the value of your products effectively.

18. Reason for your visit?

Purpose & Benefits: Understanding user intent and improving website relevance. This question provides insights into why visitors are coming to your website. By understanding the visitor’s objective, you can identify their exact requirements and serve them better.

Also, you can upgrade your website and add new features that are in high demand. This makes you stand out from the competition.

Example Questions:

  • What brought you to our website today?
  • Were you looking for specific information, products, or services?
  • Did you come to our website through a specific promotional campaign or email?

Master Tip: Place this question at the beginning of the survey to gather insights into the different reasons users visit your website. Tailor your website’s content and navigation to cater to different user intents.

19. Did our blog answer all your queries?

Purpose & Benefits: Assessing the effectiveness of your blog content and user satisfaction. Blog content is a useful source of self-help information. If visitors find it easier to solve a problem through a blog, there is a high chance they will subscribe to your products in the future.

Example Questions:

  • Did you find the answers to your questions in our blog posts?
  • Is there any topic you wish we had covered in more detail?
  • How often do you read our blog posts, and what value do you derive from them?

Master Tip: Ask this question within the section focused on blog content feedback. Regularly update your blog with relevant and informative content to keep readers engaged.

20. One thing you like/dislike most about our website?

Purpose & Benefits: Gathering general feedback and identifying areas for improvement. This open-ended question allows users to express their overall opinions about your website.

Example Questions:

  • What aspect of our website do you appreciate the most?
  • Is there any specific element of our website that you think needs improvement?
  • How does our website compare to other websites you frequently visit?

Master Tip: Place this as an open-ended question towards the end of the survey to capture overall impressions.

Tips for Creating Better Website Survey Questions

You need to design a website survey questionnaire with careful consideration of many factors like survey length, language, type of questions, etc. Let us look at all these factors in detail below:

  • Use Simple and Jargon-Free Language: Simple language ensures that online visitors easily understand the questions leading to error-free responses.
  • Use a Balanced Mix of questions: Close-ended questions at the beginning of the survey help your customers take the survey in a relaxed mode. In contrast, open-ended questions help them to explain their challenges in detail.
  • Avoid Loaded Questions: Ensure that there are no loaded questions that push your customers to give a biased answer.
  • Shorten the Survey Length: Keep your surveys short to reduce survey fatigue and achieve a higher completion rate.
  • Do Not Combine Multiple Questions into One: Avoid multiple questions under a single subhead, as it requires your customer to think more before answering. It could force them to leave a survey midway, resulting in low survey response rates.
  • Test Your Survey In-House: Ensure that you internally test the survey amongst your peers to spot common survey errors and take corrective measures.

Use Website Survey Questions to Turn Visitors into Customers

Website survey questions get you closer to your online visitors by analyzing their real needs and challenges. The best aspect of website surveys is that you can easily embed them on multiple pages like the pricing page, product page, exit page, home page, etc. Also, website survey questions are presented in various formats like popup, sidebar form, web form, and so on.

Further, website usability survey questions revolve around a website’s content, design, navigation, and many more. You get an idea about how well your customers can understand your service features, subscribe to your newsletters, or be confused about the pricing page. Ensure that you put forth your questions in simple language to ensure good feedback collection.

To start, you can use the awesome survey templates from ProProfs Survey Maker to create your first website feedback survey.

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About the author

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.