125 Customer Survey Examples (Free Question Library)

Understanding your customers is essential for any business. Knowing what they think of your own product or service, website, or services can provide valuable insights that help you make better decisions. And one of the most effective ways to get feedback from your visitors is by using surveys on your website.

In this guide, we'll look at how you can use website surveys to increase conversions and understand more about who’s visiting your site.

We'll explore survey ideas based on different goals alongside best practices regarding when and where to trigger a survey. With these tips in hand, you’ll be able to craft powerful customer surveys that give you the data you need while encouraging people to take action onsite.

Whether you use survey feedback to inform your customer service team, find what's driving satisfied customers or just seeking a better understanding of the customer lifecycle—we've got some questions below that can help.

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Best practices for coming up with customer survey questions

1. Focus on a single goal for your survey

Focusing on a single goal for your website survey is essential in order to maximize the impact of your survey. Having too many goals results in diluted data and can lead to confusion among respondents, resulting in incomplete or inaccurate information.

By having a single goal, you can ensure that your questions are tailored to help you achieve that specific goal and get the data you need from your survey.

2. Be concise and to the point with questions

In order to get the most accurate and useful feedback from customers, it is important to keep customer survey questions concise and to the point.

By avoiding long-winded questions or topics that are too broad, customers can quickly answer questions without getting overwhelmed or distracted.

Additionally, shorter, more concise questions that focus on one specific topic can help to increase customer satisfaction survey response rates by making your surveys quicker and easier to complete.

3. Ask open-ended questions that allow customers to provide more detail in their response

By allowing survey respondents to provide more details in an open-ended question, businesses are able to gain deeper insights into their customers' thoughts and opinions.

An open-ended question gives respondents the freedom to describe their thoughts and feelings in greater detail than a closed-ended question would allow. This can lead to more accurate data and better understanding of customers.

4. Ensure that answer options are mutually exclusive when needed

When asking customers to provide their opinion on a given topic, it is important to ensure that the answer options are mutually exclusive.

This means that each answer option should be distinct from the others and they should not overlap or overlap with other answers. This helps to reduce confusion among respondents and ensures that all responses can be accurately interpreted.

Additionally, if appropriate, survey designers may want to include an “other” or “none of the above” option for respondents who do not feel any of the provided answer choices apply to them.

5. Allow customers to skip or decline answering certain questions if they choose (especially for customer satisfaction surveys)

It's important to give survey respondents the option to skip or decline answering certain questions if they choose.

This allows customers to focus on topics that are most relevant and important to them, as well as eliminates answers from those who don't feel comfortable responding or may not have enough information about a particular topic.

It also ensures that data is collected from those who are more knowledgeable about the subject at hand, leading to more accurate results and better insight into your customer base. Allowing customers to opt-out of providing an answer helps ensure that responses remain valid and trustworthy.

6. Make sure surveys don’t take too long to complete, or else risk losing responses

Shorter, more intuitive surveys that are designed with the customer in mind can have a significant impact on completion rates and conversions. By keeping the survey short and focused on one topic, customers are able to quickly answer questions without getting overwhelmed or distracted. This helps to reduce the likelihood of respondents abandoning the survey before completing it. Additionally, shorter, more concise questions that focus on the customer service survey questions or one specific topic can help to increase response rates by making surveys quicker and easier to complete.

7. Include clear “call-to-action” buttons at the end of each survey that redirect users back to a product page or thank you page

Including a clear call-to-action (CTA) at the end of a customer service survey, is an important way to drive conversions and maximize the potential of your website surveys. A CTA should be designed to redirect customers back to a page that best suits their individual needs or goals, such as a product page, sale page, or thank you page. This helps to ensure that visitors are sent to the most relevant page on your website and gives them the opportunity to take action such as making a purchase or signing up for an email list.

Pro tip: Use surveys alongside heatmaps and session recordings for maximum impact

Using surveys, heatmaps, and session recordings together is a powerful combination for validating assumptions and increasing confidence when it comes to Conversion Rate Optimization (CRO).

Surveys are useful for understanding user intent from their own perspective; they can provide valuable insights into why users took certain actions on your website or why they made certain decisions.

Heatmaps can provide powerful visualizations of user behavior on your website, allowing you to quickly identify areas where users may be having difficulty or friction. Session recordings can be used to observe how individual users use the website and help us better understand their actions and intentions. When used together, these three techniques can help you gain a complete understanding of user behavior on your website.

Get access to Lucky Orange's heatmaps, session recordings and surveys today by starting your free trial.

Five common customer survey types

An effective survey strategy will depend on the specific goals and objectives of the business.

For example, if a business is looking to gain insights into customer satisfaction, then questions should focus on topics such as customer service experiences, overall product/service quality, and ease of use.

On the other hand, if a business is looking to gain insight into customer preferences and habits, then questions should focus on topics such as preferred products/services, frequency of purchases, and buying behavior.

By taking the time to create thoughtful surveys that are tailored to specific goals and objectives, businesses can be sure they are getting the most accurate data possible from their customers while also helping to increase conversions.

Product & market research surveys

Surveys are an invaluable tool for businesses to learn more about their customers and the market they operate in.

By using surveys, businesses can gain a better understanding of what products or services their customers really want, as well as what their preferences are when it comes to pricing, quality, and features.

This information can then be used to create better products, develop more effective marketing strategies, and provide superior customer service.

7 great survey questions to use for market research

• What made you interested in our products/services to begin with?

• Have you purchased from us before? If so, how satisfied were you with your experience?

• What are your top priorities when it comes to purchasing products/services in our industry?

• What features or benefits do you consider most important when choosing products/services?

• How do you typically research products/services before making a purchase?

• Have you tried any similar products/services in the past? If so, how did they compare to ours?

• What motivated you to make a purchase or consider making a purchase from us?

Cancelation or subscription downgrade surveys

When customers cancel or downgrade their subscription, it can be difficult to understand why.

By running a survey for those customers, businesses can gain invaluable insights into why customers are choosing to leave and what could have been done to retain them. This information can then be used to improve existing products and services as well as create new ones that better fit the needs of customers.

By understanding why customers are leaving, businesses can also identify patterns and trends that they can use to better target potential customers and increase retention rates.

7 survey questions to figure out why people cancel or downgrade

• What was the primary reason for canceling/downgrading your subscription?

• Was there a specific feature that you were looking for but didn't find in our product/service?

• Did you encounter any technical difficulties while using our product/service?

• How long did you use our product/service before deciding to cancel/downgrade?

• Did you feel that our product/service met your needs adequately?

• Would you consider returning to our product/service in the future?

• What could we have done to improve your experience with our product/service?

Get the full list of 125 survey questions to start asking questions today.

Post-purchase surveys

Surveying your website's customers after they make a purchase is an essential part of understanding how your business is doing and what changes need to be made to improve the customer experience.

By surveying customers, you can gain valuable insights about their experiences, including what they liked and disliked about their purchase. Surveys provide an opportunity to hear directly from customers, identify areas of improvement, and ensure that future purchases are as positive as possible.

Engaging with customers after they make a purchase also helps build trust between your business and the customer.

Surveying for satisfied customers shows that you care about their experience and want to make sure they had a good time when using your services or buying your products.

7 great survey questions to turn buyers into repeat purchasers

• Was the checkout process easy to navigate?

• Did you find the product description and information helpful?

• Did you have any issues with payment processing?

• Were there any features you wish the product had that it did not?

• Would you recommend our products to friends or family?

• What made you decide to purchase from us?

• How did you hear about us?

Here's the list of 125 questions for your team to reference on your next research project.

Customer satisfaction survey

Customer satisfaction surveys are a valuable tool for conversion rate optimization (CRO).

They provide valuable insights into the customer experience, allowing businesses to identify areas of improvement and take steps to increase conversions. By collecting feedback directly from customers, companies can learn more about how their products and services are received by their target audience.

This information can be used to make improvements and create campaigns that will better engage customers and encourage them to take action.

A customer service representative that gets this survey feedback will become even more powerful.

Surveys give companies a chance to gather customer data on an ongoing basis, allowing them to track the effectiveness of their efforts over time. This information can be used to identify emerging trends, measure the success of campaigns, and adjust strategies to maximize sales.

7 survey questions to figure out if your customers are happy

• How easy was it to navigate our website?

• Did you find the information you were looking for?

• Were you satisfied with the speed of our website?

• How visually appealing did you find our website?

• Was it easy to find the products/services you were looking for?

• How satisfied were you with the content on our website?

• Was the website responsive and mobile-friendly?

See the entire list of questions here.

Shipping, pricing and packaging surveys

Surveying website visitors who are on your pricing and shipping information pages is a great way to gain valuable customer insights.

Doing so can help you determine how customers feel about the cost of your products, as well as the speed and reliability of your shipping services. This feedback can then be used to make changes that will improve customer satisfaction and loyalty.

Additionally, surveying these website visitors can help you identify how well your pricing and shipping policies are working to draw in customers and generate sales. Understanding this information can be invaluable for making adjustments that will increase revenue over time.

7 survey questions to decide if the price is right

1. Did you find our pricing information clear and easy to understand?

2. Was our pricing competitive with other similar products/services?

3. Were there any hidden fees or charges that were not clear on the website?

4. Were payment options clearly presented and easy to use?

5. Was the shipping information clear and easy to understand?

6. Did the shipping costs match your expectations?

7. Was it clear how long shipping would take?

125 survey questions so you'll never have survey brain freeze again

One of the main difficulties in constructing a survey is determining which questions are relevant and concise enough to accurately measure whatever you're studying.

Creating website surveys is an effective way to gain insight into the customer experience and increase conversions. By asking questions that are relevant, concise, and focused on the overall site experience, you can gather useful data that will help improve your business’s online presence.

Additionally, by taking time to analyze your customer satisfaction survey questions and results in detail and making appropriate changes based on customer feedback, you can ensure a positive user experience for all of your visitors. Ultimately, these efforts will go a long way towards building trust with customers while also driving more sales from those who have had a great interaction with your brand.