Website Feedback Survey

A website feedback survey is an interactive data collection tool that enables businesses to gather qualitative insights directly from website visitors. By presenting users with targeted questions while they navigate the site, companies can obtain valuable input about user experience, product satisfaction, and overall website functionality. Unlike indirect analytics tools such as heatmaps or session recordings—where interpretation can be subjective—feedback surveys provide direct and actionable insights from real users.

Some feedback surveys are incentivized, offering rewards like discounts, freebies, or sweepstakes entries to encourage participation. While this approach can increase response rates, it must be carefully managed to avoid bias, as users might provide overly positive feedback to secure a reward. When properly implemented, website feedback surveys serve as a powerful tool for continuous website optimization, helping businesses enhance customer satisfaction, conversion rates, and overall digital experience.

Popular Types of Website Feedback Surveys

Depending on the marketing goal, there are different types of user feedback surveys that can be implemented:

Cart abandonment surveys are key to understanding why shoppers decide to leave the checkout process on e-commerce websites. Cart abandonment is a key issue to tackle by e-commerce stores, especially since the average value is around 70%. So finding out why website visitors leave without completing their order is of vital importance to online shops.

NPS surveys are created in order to establish the satisfaction degree of website users in relation to the brand. The typical question of an NPS survey is “On a scale of 0 to 10, how likely are you to recommend our store to one of your friends or colleagues“. According to the answers, the respondents are then divided into 3 categories: Detractors, Passives, and Promoters. An NPS software can be used for the implementation and data interpretation. An NPS Score above 0 is generally considered to be good, while scores over 50 are excellent.

User interest surveys are generally created by publishing websites with the aim of discovering the subjects that their audience is most interested in. In this way, publishers can write more relevant content that generates high engagement KPIs such as increased time on page, decreased bounce rate, increased number of average pages/session, etc.

Lead capture surveys are usually meant to serve as a double role: to both gather qualitative data and to collect user contact information. They represent a highly efficient way of collecting leads, especially if incentivized. In most cases, lead capture surveys start with asking a series of questions, then before ending they request the user to input their contact data in order to either get an incentive, to be contacted later by a company representative or to get the survey results on their email address.

Branching logic surveys are a special type of website surveys since they don’t follow a single response direction. They’re built in such a way that according to the answer chosen by the respondee, one of several questions will show up next. Thus, the interviewer can create a series of personalized and logic questions much as it would happen in a natural conversation. These types of surveys offer a high degree of flexibility and personalization and generally collect data that is more relevant compared to the classic survey solutions.

Common Questions Used in Website Feedback Surveys

Depending on the type of survey you plan to create there are different types of questions you might want to ask your visitors. Here are some of the most popular for your inspiration:

On a scale of 0 to 10, how likely are you to recommend our website to a friend or colleague?

What do you like most about our website?

What do you dislike most about your website?

For people trying to leave the checkout process: Why are you leaving the website without completing your order?

For paying customers: What made you almost not buy our product?

For non-paying customers: What is something that would convince you to purchase the product today?

How to Quickly Create a Website Feedback Survey

Regardless of the type of survey you want to implement, you can do so within a few minutes by using Omniconvert’s survey features. Just sign up here and get instant access to flexible and simple to use survey editor. It will allow you to easily create different types of surveys (pop-up, widget, in-page) that can have the branching logic and/or lead capture forms enabled. For the pop-up type of surveys, you have various triggering options such as on-exit, on-load, on-click or on-scroll. All surveys are completely customizable and can be created to reflect your brand identity by changing colors, CCS styles and by featuring your company logo.