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A Step-by-Step Approach to Designing the Perfect Website Survey

Utilize the power of perfectly crafted surveys to unlock the voice of your customers and transfrom their insights into website's success.   

Did you know that 88% of visitors who are dissatisfied with a website will never return? 

Don't let your efforts go in vain. Capture their true sentiments and deliver a website experience that meets and exceeds their expectations. 

Create Your Website Survey Today🔥

Build more effective website surveys that gauge user feedback and help assess their pain points, areas of improvement, and more.

Get Started

With most businesses growing digitally, the criticality of providing a great Website Experience to visitors and users has become necessary for businesses. Your Analytics metrics, live chat history, and user activities can offer insights into their behavior. But how do you capture their true sentiments and feedback toward your website?   

That's where website surveys come into the picture. 

By directly asking your website visitors to share their experiences, behavior, or remarks about your website via website surveys, you can know exactly what they feel. An effective Website Survey has the capacity to fetch valuable user insights in the form of Website Feedback and guide you to take feedback-driven actions to improve your website performance and User Experience.

In this article, we will guide you step-by-step on how you can create some of the most powerful and effective surveys to collect Website Visitors’ Feedback and enhance their satisfaction with your website. Let’s start with defining Website Surveys.

Table of Contents

What are Website Surveys?

Website Surveys are brief questionnaires shared on a website aimed to collect qualitative as well as quantitative feedback from website visitors and users, thereby helping you to understand user preferences and make feedback-driven decisions to improve User Experience.

The main objective of Website Surveys is to make the visitors' website experiences seamless and identify their pain points to improve UX. Research suggests that around 83% of users consider a seamless experience crucial for any website. 

Let's explore a Website Survey example to understand better how a Website Survey looks.

Website Survey Template

Here is the template of a detailed Website Satisfaction Survey. You can straightaway use this template for your website or customize it as per your survey requirements.

Use this Template

The effectiveness of Website Surveys can be utilized when you create powerful surveys with the right objective, the right questions in place, and the right structure and design of the surveys.

Let’s learn step by step how you can create the best Website Surveys to collect User Feedback and measure satisfaction so that you can utilize this data to improve your website performance and create a loyal customer base.

Steps to Create the Best Website Surveys

  1. Identify your Survey Objectives
  2. Choose the Right Survey Type
  3. Choose the Right Survey Questions
  4. Structure the Flow of the Survey
  5. Do Designing and Branding of the Survey
  6. Test your Surveys before Sending them to the Final Audience

Let’s learn how you can follow these steps and create the best Website Surveys.

1. Identify your Survey Objectives

Before diving into survey creation, it's essential to establish clear objectives. Consider the purpose of your survey and what specific goals you aim to achieve.

  • Are you looking to assess user satisfaction?
  • Do you want to gather feedback on a specific feature or understand visitor demographics?
  • Do you want to measure the Net Promoter Score by sharing NPS surveys to understand if they would recommend your website to others?

Defining your objectives upfront ensures that your survey targets the right audience and generates meaningful data.

Your survey objective can be categorized based on 

  • For New Website Visitors - For new visitors, your website survey could revolve around identifying the sources from where they have landed on your website and evaluating your marketing channels accordingly to see which marketing channels are working best for your website.
  • For the Visitors Spending Time on your Website - For the visitors who have spent some time on your website or a particular webpage, the objective should be to know whether they have found the information they were looking for or not or whether they like the website content.
  • For the Users making a Purchase - For visitors who have made a purchase, one should focus on eliciting their purchasing experience through post-purchase surveys.
  • For the Users Exiting without any purchase - For such visitors, it should be to know the reason for their exit or cart abandonment.

So first, you should set clear survey objectives as per your target audience. So you would be asking Website Visitor Experience Survey Questions accordingly. This approach would help you not just bifurcate your website visitors but also narrow down the surveys based on their intent and get more meaningful responses.  

2. Choose the Right Website Survey Type

Selecting the appropriate survey methodology is crucial for maximizing response rates and data quality. There is a plethora of ways one can collect website surveys. However, before finalizing the one, you should consider the following:

  • Consider the various ways to collect website feedback, such as website feedback buttons, pop-up surveys, website-embedded surveys, or exit-intent surveys.
  • Decide whether you want to ask multiple choice questions or rating questions of various types like star rating, smiley survey scale, or other types of survey questions.
  • Consider using CX metrics like NPS, CSAT, and CES, and decide which metric best suits your survey requirements. For instance, NPS is for measuring Customer Loyalty, CSAT is for measuring Customer Satisfaction, and CES is for measuring customers' perceived efforts to get work done.
  • Decide between quantitative and qualitative surveys based on the depth of insights you seek, and accordingly, choose the questions to ask.

Here are some of the objectives and the most popular types of website feedback surveys that you can choose to fulfill them.

  • To gauge the entire Website Experience (User Experience Surveys) - User Experience Surveys can be used to measure and analyze the ease of finding information on your website and the entire website browsing experience.
  • To Know the Reason behind Customers Leaving Mid-purchase (Cart Abandonment Surveys) - Cart Abandonment Surveys are best to investigate the reason for cart abandonment and lost sales to assess issues in making a purchase.
  • To Gauge Customers' Buying Experience (Post Transaction Surveys) - Post-transaction surveys can be the users after any transaction, like purchase, subscription, booking, etc., to measure the ease of performing the transaction. 
  • To Measure Customer Loyalty (NPS Surveys) - Determine the likelihood of getting recommendations from your visitors about your website, brand, product, and more. 
  • To Bring in more Leads (Lead Capture Surveys) - Lead Capture Surveys help you get the contact details of the visitors while also capturing their feedback to add them as leads. 
  • To collect Generic Feedback (Web Feedback Forms) - Use Web Feeback Forms to generate generic information like improvement suggestions, the effectiveness of content, information missing, and more using simple web feedback forms. 

3. Choose the Right Survey Questions

Crafting effective Website Satisfaction Survey Questions is key to obtaining accurate and actionable Website Feedback. 

  • Start by including demographic questions to profile your respondents effectively.
  • Formulate clear and concise questions using simple language to ensure clarity and customer understanding.
  • Use a mix of open-ended and closed-ended questions to gather both qualitative and quantitative data. 
  • Avoid bias by refraining from leading questions and maintaining a neutral tone throughout.

4. Structure the Flow of the Survey and Target your Audience Accordingly

The flow and structure of your survey play a significant role in ensuring a positive User Experience.

  • Organize your questions logically, starting with general inquiries before moving to more specific ones.
  • Utilize Skip Logic and Question Branching to tailor the survey based on respondents' previous answers, providing a personalized experience.
  • Keep the survey length manageable to prevent respondent fatigue, and incorporate progress indicators to keep users informed about their progress.

a. Surveys For Users at the Initial Phase of the Customer Journey

This is when the users have just landed on your website. So, in the initial surveys, target your new visitors and ask questions about how they heard about your company and how they landed on your website. You can also ask about the main objective of visiting your website. You can ask questions like:

  • From where did you hear about us first?
  • We would like to know your primary objective for visiting our website so that we can help you better.

You can ask these questions via website feedback buttons or pop-up forms on the homepage or throughout the website. The button can be fixed, and if pop-up surveys are used, they can be triggered within a few seconds of their scrolling or at the exit intent. 

b. Surveys For Users at the Mid-Phase of the Customer Journey 

This is when visitors have spent some time on your website and are aware of your brand. At this mid-phase of the user journey, you can ask how users’ experience is going and what they feel about your website. You can ask questions like:

  • Are you able to find out what you were looking for on our website?
  • Is there anything we are missing on our page?
  • Are you satisfied with the content on this webpage?
  • How would you rate your experience of navigating our website?

These types of questions can be targeted at specific pages where the users have spent time gathering information to gauge user experience and satisfaction levels. You can trigger them to load after scrolling over 50% of the page to ensure they have gone through your web page and can share their experience through the survey. 

c. Surveys For Users at the Purchase Phase of the Customer Journey

This is when the visitors are in the decision phase. They've explored your site and have decided to or have already made a purchase from you. At this point, you can ask questions to gauge the overall experience, send out post-purchase surveys (if the visitor has made a purchase or subscription), and assess the reason for abandoning and not making a purchase or exiting (if the visitor is leaving without making any purchase). Questions would be like the following

  • How satisfied are you with your recent purchase experience on our website?
  • Is there anything that stopped you from making your purchase or signup?
  • How satisfied are you with your overall experience on our website?

These can be added to the thank you page upon check-out or triggered at exit intent in case a user has abandoned the cart to collect their experience. 

5. Design and Brand your Survey

A visually appealing and user-friendly survey interface can significantly impact response rates. Studies suggest that 48% of website visitors agree that website design is the first factor that comes to their mind when deciding on the website's credibility.

  • Designing: This is the part where you start creating your website survey. Select the template that works best with your survey intent or create from scratch. You can choose if you want all the questions to be visible on the scroll or move to the next upon filling in the first one. 
  • Branding: Create a design that aligns with your website's branding elements, such as colors, logos, and fonts. Use a tool that lets you white-label your survey and add your own branding, style, and colors to it.
  • Mobile Optimization: Ensure the survey is optimized for mobile devices, as an increasing number of users access websites through smartphones and tablets. Researches suggest that 92% of internet users use mobile phones to access the internet and explore various websites.
  • Survey Design Testing: Test the survey design across various devices and browsers, it will help guarantee a consistent experience for all respondents.

6. Test your Surveys before Sending them to the Final Audience

Before deploying your survey to a wider audience, run a pilot test with a small group of users. This allows you to identify any potential issues, gauge the clarity of questions, and gather feedback on the overall user experience.

  • Collect inputs and make necessary improvements to enhance the survey's effectiveness.
  • Review the survey for relevance, clarity, and ease of use based on the feedback received.
  • If you are confused between two different types of surveys and want to choose the best option, you can also try the method of A/B testing and see which one works better for your website.

When you create and share the Best Website Surveys with your website users and visitors, you get numerous benefits that help in the improvement of your website and ultimately contribute to the growth of your business. Here are some benefits you can enjoy by conducting effective Website Surveys.

Why Collect Feedback Using Website Surveys

The best Website Survey is one that can yield both qualitative as well as quantitative information about User Experience. Here are some benefits that an effective Website Survey can provide.

1. Better Understanding of Users' Needs

Website surveys provide direct insights into the needs, preferences, and expectations of your visitors. By understanding what your users are looking for, you can tailor your website content, features, and design to meet their specific requirements.

2. Improved User Experiences

A positive User Experience is essential for retaining visitors and encouraging conversions. Website Surveys allow you to identify pain points, usability issues, and areas where visitors may be struggling. By addressing these concerns, you can improve your website, enhance User Satisfaction and deliver better User Experiences. Enhance your website's performance and elevate user satisfaction with Saadashraf, a freelance web designer Dubai, who specializes in crafting exceptional digital experiences tailored to your audience's needs.

3. More Conversion Rates

By gathering feedback from website visitors, you can gain valuable insights into what motivates them to make a purchase. This knowledge helps you optimize your overall conversion processes, implement better marketing strategies and thus get more customers into the business.

4. Identification of issues in Website Performance

Surveys can uncover technical issues or performance bottlenecks that may be affecting the user experience. By identifying and resolving these issues promptly, you can ensure that your website loads quickly, functions smoothly, and provides a seamless browsing experience to the users.

5. Better Customer Engagement and Loyalty

Online Surveys on the website help drive Customer Engagement and make your customers part of your business. Engaging your customers through website surveys conveys that you value their opinions and are committed to delivering great experiences. When you utilize feedback collected by taking action and closing the Customer Feedback Loop, it fosters a sense of loyalty among your customers and encourages them to become advocates for your brand.

6. Competitive Advantage

Conducting Website Surveys allows you to stay ahead of the competition by gaining a deeper understanding of your target market. By leveraging the feedback collected, you can make informed decisions that differentiate your website and offerings from competitors.

Website Surveys are one of the most effective ways of obtaining user insights. By following the steps mentioned in this article, you can design surveys that align with your objectives, engage your audience, and provide meaningful data for informed decision-making. Keep your target audience in mind throughout the survey creation process to ensure the questions resonate with their needs and preferences.

Creating Website Surveys with Zonka Feedback

Always use a good Website Feedback Tool to create effective surveys and collect feedback from visitors. Zonka Feedback is one such Website Feedback Software that enables you to create powerful surveys of various types for every touchpoint and target group of audience and share them through a number of ways like popups, feedback buttons, and embedded surveys.

Designing effective Website Surveys is easy with Zonka Feedback. To create a new survey, you can follow these steps.

  • Choose the type of survey among the various types of surveys available on the tool.
  • Use Zonka Feedback's comprehensive Survey Builder to customize your survey as per your requirements.
  • Set triggers to send the surveys in the Survey Settings.
  • You can also easily use features like Skip Logic to make your surveys dynamic for your respondents.

Zonka Feedback is not only useful to collect feedback and measure satisfaction but also helps you take instant actions on the feedback and close the feedback loop effectively thus improving your website performance and User Experience.

It also offers a free trial. You can try it for free for 7 days and see how it works for your website.

Nikhil Dawer

Written by Nikhil Dawer

Jun 13, 2023

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