Website Feedback Surveys: A Complete Guide


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In this digital age, websites serve as the face of a business. It is the primary tool for brand awareness and recognition, communication, interaction, and customer engagement. As many brands are realizing the importance of websites and investing in establishing the brand website, it has become critical to understand how customers interact with the website. That’s where website feedback surveys come into the picture. 

Website feedback survey helps you gather visitors’ insights and understand websites’ usability, performance, and user experience. In this blog, we will dive into website surveys, explore their significance, where you can use them, and mistakes to avoid when creating them. 

What is a website feedback survey?

Website feedback surveys allow you to gather feedback from website visitors on your products and services. Whether it’s a SaaS, online magazine, e-commerce, or hotel website, surveying visitors will help you understand what you need to improve in your website to increase conversion. 

Website surveys include quantitative or qualitative questions embedded on various web pages. These surveys are shown when visitors meet one or more conditions. When triggered at the right time, it helps you collect real-time feedback from visitors. 

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Why should you use website surveys?

Website surveys are non-intrusive surveys. It usually consists of 1 or 2 questions, and so requires minimum effort on the respondent’s part to provide feedback. Website survey questions help marketers to evaluate the website and resolve any pitfalls and improve the USPs. 

Here are some more benefits of using surveys to gather feedback on your website.

01. Gather feedback in real-time:

With website feedback surveys, you enjoy the benefit of collecting feedback in real time. The visitor’s experience remains fresh, which enables them to share relevant and accurate feedback. This ensures that the feedback represents the visitors’ experience. 

Additionally, real-time feedback means that you don’t have to wait for days after an interaction to get responses. This enables you to address visitors’ concerns and resolve issues promptly. This also reaffirms to visitors that you are listening to their feedback and taking the right action, thereby increasing customer satisfaction.  

Leverage survey software that enables you to analyze real-time feedback and generate reports. 

02. Target relevant demography:

While conducting surveys via website feedback surveys, you have a sample audience as big as website traffic. Every person that visits your website is a potential respondent, which means you can target them without needing their email or phone number. As a result, you can gather a large volume of data representative of your target population. 

Moreover, you can gather feedback from desired segments of visitors. Simply by setting triggers to display surveys to specific visitor types, you can gather feedback relevant to their experience. For example, trigger a rating survey after a visitor is halfway through your blog content. This way, you won’t intrude in their session and also ask questions that are relevant to their journey. 

03. Optimize your website:

Broken links, difficulty in navigating through the website, or inability to complete certain goals, website surveys can help you identify what is preventing customers from converting. Gather feedback on user experience, website performance, page experience, website design, content, and more to understand how you can improve visitor engagement. 

04. Identify which page is driving conversion:

Configuring website feedback surveys by setting certain conditions can help you identify which pages are increasing conversion and which pages are driving visitors away. Trigger a customized pop-up survey on different pages based on the actions taken by the visitor. 

For example, 

  • Subscription page: 
      • Is there any information we missed mentioning?
  • Payment page: 
      • How was the payment experience? 
      • Did you experience any issues while completing the transaction?
  • Post-purchase: 
    • How would you rate your experience?

In summary, website surveys help you gather meaningful and targeted insights from a diverse demography in real-time. However, where should you be using this survey type? Let’s find out in the next section. 

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Benefits of Website Feedback Surveys

Boosted Customer Engagement

Website feedback surveys create an active feedback loop, engaging visitors and fostering a stronger connection. Engaged customers are more likely to become loyal advocates for your brand.

Informed Decision Making with Data

Harness the power of data-driven decisions. Website surveys provide actionable insights, guiding your product development, marketing strategies, and overall business direction.

Enhanced Conversion Rates

Pinpoint barriers to conversion with website feedback surveys. Streamline the user journey, refine product descriptions, and address concerns in real-time to optimize your conversion funnel.

Real-Time Feedback for Rapid Action

Collect feedback in the moment of experience. Real-time insights empower you to address visitor concerns promptly, showcasing responsiveness and boosting customer satisfaction.

Targeted Insights from Diverse Demographics

Website surveys offer a unique opportunity to gather targeted insights from a diverse audience. Tailor surveys to specific visitor types to ensure the feedback collected is relevant to each user’s unique journey.

Continuous Website Optimization

Websites evolve, and so should your strategy. Website feedback surveys provide an ongoing evaluation tool, helping you identify areas for improvement and ensuring your website stays aligned with visitor expectations.

Page-Specific Insights

Configure surveys to gain insights into the performance of different pages. Identify conversion drivers and areas for improvement, allowing for targeted enhancements to specific pages.

Incorporating website feedback surveys into your strategy isn’t just about collecting data; it’s a strategic move that transforms the way you engage and serve your online audience. These surveys are the keys to unlocking the full potential of your online presence, contributing to long-term customer satisfaction, loyalty, and business success.

Where should you use surveys on your website?

When you conduct website surveys, the pages where you set up your survey are as important as the questions you ask. It’s best to list out the pages you want to target and the goals you want to accomplish. 

  • Which pages are over or underperforming?
  • What pages drive your business?
  • Which pages do you want to improve to attract the most visitors?

Thinking about where you should trigger your survey can help you improve the response rate and gather actionable data. Here are some of the important pages you should target. 

1. Homepage website survey: 

Setting up surveys on the homepage can help you gather feedback from first-time visitors on their first impressions of your website. 

Q: How well did you understand what our brand does from our homepage?

The insights can help you understand how simple it is for new visitors to understand your offerings and where you fail in conveying the brand message. 

2. Landing pages:

Landing pages are key windows to your website. They are critical for conversion and traffic. It’s important to identify issues with landing pages, map out the user experience and improve overall page content. 

Tigger a survey with closed-and open-ended questions after a visitor scrolls halfway down the page. Use the data to uncover what’s missing on the page and what’s driving them away. 

3. Post-purchase page:

With a website feedback survey on your post-purchase page, you can target visitors who are at the end of the conversion funnel. On this page, you can identify what you are doing right and understand your USP from the customers’ perspective. 

At this stage, the customers’ goal is complete, and the experience is fresh. This motivates them to offer honest feedback on their experience. 

If used correctly, the survey can help you uncover how to retain more customers and increase conversion. 

4.  Exit intent surveys:

There might be a few problematic pages on your website with high exit rates. Triggering an exit intent survey can help you learn why people are leaving your website before completing a goal. 

It could be your blog, a free-trail registration page, or a newsletter subscription page. The goal of an exit intent survey is to target an underperforming page and ask visitors why they are leaving the page. 

5. Subscription downgrade or cancellation pages:

It is common for customers to downgrade or cancel their subscription package, especially in telecommunication or media. Asking users their reason can help you identify what drove them to make the decision. 

Write your website survey question in a way to encourage honest feedback, even if it’s negative. Benchmark the responses to understand whether it is something you can improve or if the customer is trying to cut down on personal spending. 

Use the survey to find the real reason behind churning instead of making changes based on assumptions. 

Now that we have identified five important pages where you can use website feedback surveys, let’s look at some common pitfalls to avoid. 

Additional read: Web-intercept survey: Types and more.

See how Voxco helped Coyne Research boost productivity by 100% & reduce scripting time by 50%

Website feedback survey: Mistakes to avoid

Website feedback survey: Mistakes to avoid

1. Adding too many questions in your website survey

2. Using one survey for all pages

3. Not applying proper audience segmentation

4. Applying mismatched survey triggers

5. Survey design mistakes

6. Not testing the survey before launch

Surveys can help you understand your visitors and learn about their expectations more clearly. So, here are six mistakes to avoid and design an effective website survey. 

1. Adding too many questions in your website survey: 

Don’t overload your survey. Visitors fill out your survey because they get some value out of your website. It’s best not to demotivate them by asking dozens of website feedback survey questions. 

Minimize the number of questions you ask. For example, NPS or CSAT is a single metric that can evaluate a customer’s perception of your website. Find a question that can bring you the feedback you are looking for. 

For example, say you want to know if the video quality in your website demo videos needs to be changed. You can simply ask visitors whether they prefer the current quality or if you should change it. Instead of a bunch of questions, a single question would give you the insight you need to make a decision. 

2. Using one survey for all pages: 

You can’t use one survey across all the pages on your website. Your website survey questions need to be relevant to the web page context. 

For example, say you notice that on your hotel’s website, visitors are signing up for booking but are not completing the transaction. You want to run a survey asking, “What’s stopping you from booking a room in our hotel?” The question is relevant as an exit intent survey on the transaction page or the hotel room description page. But it is not relevant for a visitor looking through the homepage. 

It’s important to design surveys that align with the goal of the page. Visitors might find an irrelevant survey intrusive to their website experience and leave your website, thereby hurting the conversion rate. 

3. Not applying proper audience segmentation: 

It’s also important that you identify the audience segment to whom you will display specific surveys on the website. For example, if you want to understand the first impression of your website, your target audience should be first-time visitors. Or, if you want to target desktop users, you should exclude mobile users. 

4. Applying mismatched survey triggers: 

Triggering surveys based on which stage a user is in their journey can help you gather meaningful and accurate feedback. Understand the data you want to gather and configure your trigger based on the goal. 

For example, if you ask a first-time visitor how was their shopping experience when they haven’t even purchased anything, it will create dissatisfaction. Understand the intent of each survey, which page, and which target audience it is meant for. 

Some of the common triggers are successful conversion, exit intent, abandonment, and scroll depth.

5. Survey design mistakes: 

When designing your website feedback survey, it is important to ensure that the survey goal and question align. Write your questions to uncover the pain points visitors experience. Here are some survey design tips

  • Don’t ask leading questions. 
  • Don’t ask double-barreled questions. 
  • Use closed-ended questions if it provides you with the required data instead of asking an open-ended question. 

6. Not testing the survey before launch: 

Test your surveys before you launch to find any discrepancies in the survey. Conducting a pilot test can help you identify anything amiss, redundant questions, usability breaks, or issues with the survey triggers. 

Use robust survey software and test the survey to ensure it is responsive on the target device and monitor its performance. Also, run an internal test to see if the triggers are working and if the survey questions encourage honest responses. 

25 Website survey questions to gather insights

In this section, we will explore some website feedback survey questions for different survey goals. 

Website usability survey questions:

  1. What did you like the most about our website?
  2. How would you rate the information displayed on the homepage?
  3. Is our product offering clear to you?
  4. Did you find all the information you were looking for?
  5. How easy was it to look through our web pages?
  6. How was your first impression of our website?
  7. How well did you understand what our brand does on a scale of 1-5?
  8. What changes should we make to make our website user-friendly?

Website design survey questions:

  1. We have changed our menu design: Do you prefer the new or old design?
  2. What do you like about our new website design?
  3. What would you suggest we change in our new design?
  4. How easy was it to navigate through the new website design?
  5. How was the performance of this page?
  6. How accessible are all the web pages following this design change?

Website navigation survey questions:

  1. How would you rate our navigation bar? 
  2. Were you able to find the pages easily?
  3. Did the links direct you to the right pages?
  4. Was it easy to understand what the pages were meant for?

Website content survey questions:

  1. Did this page help you understand our offering?
  2. Did you find the blog you were looking for?
  3. Do we have all the content you need?
  4. How would you rate the article?

Website performance survey questions:

  1. Did it take longer for the website to load?
  2. Were you able to open a page on our website in one click?
  3. Did you find any broken links on our website?

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In conclusion, website feedback surveys are an essential tool to improve engagement, increase conversion, and enhance brand recognition. However, it is important to figure out where and when you should trigger your surveys, what website survey questions to ask, and who should be targeted to gather actionable insights. 

By planning your website surveys carefully, you can make the most of them and gain a deeper understanding of how to improve user experience and website performance. 

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