31 Ecommerce Survey Questions: Types, Samples & Best Practices

Cart Abandonment Surveys

Why & When to Use

If you want to recover lost sales, a strong cart abandonment feedback process is your secret weapon. Picture this: someone loads up their cart with goodies, only to vanish at the last second. This is your chance to swoop in and ask, “Hey, what happened?” By catching them post-exit or right after a cart is left behind, you can uncover confessions about friction points, shipping cost surprises, and trust gaps.

This survey is ideally triggered by an exit-intent pop-up, a follow-up email, or even an SMS nudge. Timing is key—catch them while their memory is fresh, but don’t bombard immediately after they leave.

What to Write

Don’t overthink it: the most effective cart abandonment feedback is micro and direct. Just one powerful question can push the needle, but a short series can give you a deeper understanding. Sweeten the deal with a gentle nudge, like awarding discount codes or loyalty points just for answering.

• Use short, single-question surveys for fast responses.
• Time your trigger within 30 minutes to two hours of cart abandonment.
• Personalize based on cart value or products left behind.

When you unearth what’s driving exits, you get fresh ideas for social proof, new payment options, or friendlier shipping messaging—all straight from the voice of your customer.

5 Sample Questions

1. What stopped you from completing your purchase today?

2. Were shipping costs higher than expected?

3. Did you experience any technical issues at checkout?

4. Which payment option were you hoping to use?

5. Is there something we can do to win back your order?

A 2023 Radial survey found that 48% of cart abandonment is due to security concerns. (radial.com)

Post-Purchase Customer Satisfaction Surveys

Why & When to Use

Once a package lands on your customer’s doorstep, their first impressions are golden—and fleeting. Post-purchase surveys sent 3–7 days after delivery help you measure product satisfaction, unboxing delight (or disaster), and the all-important shipping experience. This is your best shot at turning a buyer into a raving fan—or discovering what deflated their excitement.

Catch them while the product is still fresh in their minds. A customer satisfaction for ecommerce survey, delivered by email or embedded on your order confirmation page, can pre-empt support tickets and boost NPS.

What to Write

Mix ratings scales with open-ended feedback for richer insights. The most illuminating surveys: - Ask one or two quick ratings (e.g., satisfaction, delivery experience). - Throw in a free-text field for detailed reactions—especially about packaging or surprises in the box. - Segment by first-time buyers, returning customers, and high-value shoppers.

Turn thanks into data—automatically create customer segments for future upsell, cross-sell, or loyalty campaigns. Ready to see those stars line up?

5 Sample Questions

1. How satisfied are you with the product you received? (1–5 scale)

2. Did your order arrive on time?

3. What did you like most about the unboxing experience?

4. How likely are you to purchase from us again?

5. What could we improve for next time?

Product Feedback & Development Surveys

Why & When to Use

Imagine building your next best-seller by inviting customers into your secret lab. Product development surveys let you test new ideas, gather wishlist features, and crowdsource improvements—before you spend a cent on production. These surveys shine after a purchase, or when targeting your most loyal VIPs who love to chime in.

Curious about a new flavor, size, or tech upgrade? Send these surveys after a transaction, or alongside beta releases to gauge real-world reactions. Customers love feeling like insiders, and brands love data they can act on.

What to Write

Don’t just ask, “Do you like it?” Make it visual and specific. Use prototype images, concept mockups, and even sneak previews. A/B test different survey versions to see which questions drive the juiciest ideas.

• Use image options for colors and styles.
• Leverage voice-of-customer feedback to shape marketing copy and feature plans.
• Reward detailed suggestions with points or early access.

A feature request question unlocks the power of your most creative fans. Their off-the-cuff answers often predict the next trend.

5 Sample Questions

1. Which additional color would you most like to see?

2. Rate the quality of materials used (1–5).

3. What one feature would make this product perfect?

4. How does our product compare to alternatives you’ve tried?

5. Would you recommend improvements to Packaging, Durability, or Design?

In a survey of over 6,500 consumers, 94% indicated that customer ratings and reviews are the most influential factors in their online purchase decisions, surpassing price, free shipping, brand preference, and recommendations from family and friends. (ecommercefastlane.com)

Website Usability & CX Surveys

Why & When to Use

Fabulous products mean little if visitors can’t find them—or get frustrated by odd layouts on mobile. Website usability surveys target shoppers where they’re most likely to get stuck, such as high-bounce pages or nearly bouncing out the door. Use these to discover navigation pain points, accessibility snags, and opportunities for CX upgrades.

Roll these surveys out on both desktop and mobile, tailoring questions to where each persona might hit friction. Embedded pop-ups or brief forms at key moments yield the best scoop.

What to Write

A memorable UX survey should be brief and focused, capturing insights without derailing the browsing experience.

• Embed on product collection pages, search result screens, or after awkward drop-offs.
• Pair with heat-mapping or session recording for ultra-precise diagnostics.
• Follow up with segmented questions for first-time visitors versus returning customers.

Remember: design questions so even the mildest annoyance gets a voice. Every small fix can have an outsized impact on conversion rate.

5 Sample Questions

1. How easy was it to find the product you wanted?

2. Did any links or buttons fail to work?

3. How would you rate page load speed?

4. Was product information clear and complete?

5. What nearly stopped you from continuing to browse?

Net Promoter Score (NPS) & Loyalty Surveys

Why & When to Use

NPS is the glam rockstar of customer loyalty surveys—quick, to-the-point, and shockingly predictive of who’ll buy again, refer friends, or ghost your online store forever. Deploy your ecommerce NPS survey quarterly, ideally after a shopper has made at least one successful purchase.

Why? Because knowing your share of promoters versus detractors lets you forecast revenue, steer referral programs, and spot churners before they vanish. Tag your biggest fans for exclusive offers, and nurture those who gave you a middling score.

What to Write

Every NPS survey needs a clean, easy-to-answer scale. Make it visually punchy, with space for short follow-up questions. After all, you want not just scores, but reasons.

• Calculate your NPS by subtracting % of detractors (0-6) from % of promoters (9-10).
• Tag promoters for review/affiliate/referral campaigns.
• Funnel unhappy responses into dedicated recovery workflows or support follow-ups.

When you treat voice of customer as your growth engine, you unlock deeper loyalty and word of mouth.

5 Sample Questions

1. On a scale of 0-10, how likely are you to recommend us to a friend?

2. What is the primary reason for your score?

3. What would turn us into your go-to brand?

4. Which competing brand do you also buy from?

5. How often do you purchase [category] products?

Exit-Intent / Churn Risk Surveys

Why & When to Use

Not all heroes wear capes—some just save the sale at the very last second. Churn surveys are deployed when someone requests a return, cancels a subscription, or simply goes cold after loving you once. Discovering the “why” behind these behaviors gives you a final chance to make things right—or win them back next month.

Rolling these out as an exit-intent prompt, an SMS, or a trigger in your returns workflow is all fair game. Every “No, thanks” is secretly packed with insights.

What to Write

Keep it high-empathy. Your exit-intent questionnaire should empower customers to be brutally honest in a safe, friendly way. The juiciest findings often come from open-ended questions paired with dynamic offers or thoughtful follow-ups.

• Integrate survey responses into your win-back flows for email/SMS.
• Use dynamic coupons or support escalation for certain answers.
• Personalize questions for high-value or long-term customers.

Churn is tough, but when you know what causes it, you can pivot faster—and keep more revenue on the table.

5 Sample Questions

1. What is the main reason you’re considering returning your purchase?

2. Did the product meet your expectations?

3. Was customer support timely and helpful?

4. Is the pricing no longer a good fit for you?

5. What could we do to keep your business?

Best Practices: Dos and Don’ts for High-Converting Ecommerce Surveys

If you want your surveys to hit the sweet spot between too nosy and too boring, it pays to know the rules. Here are the survey best practices you don’t want to skip when your goal is to increase response rate and capture true voice of customer insight:

Dos:
- Keep surveys short and relevant; maximum value in minimum time.
- Personalize whenever possible—use first-name, order history, or location cues.
- Build mobile-first designs for your on-the-go shoppers.
- A/B test question wording and order to maximize clarity and honesty.
- Close the loop! Share the improvements you’ve made thanks to your customer’s feedback.

Don’ts:
- Avoid leading or biased questions that nudge answers.
- Don’t overwhelm with too many surveys or too-long forms—survey fatigue is real!
- Never ignore the data—always update your messaging, offers, or product roadmap based on what you learn.

When you balance curiosity with respect for your shopper’s time, your surveys become a win-win tool.

Conclusion: Turn Survey Insights into Revenue Growth

Each survey type is a perfect match for a specific stage in the funnel, from attracting new browsers to saving at-risk customers. Quick wins become clear when you automate, iterate, and always act on genuine feedback. Use these survey questions to create open conversations and drive real results. Small tweaks from survey insights often mean big revenue lifts. Try out the survey types above in your online store today, and watch your customer love (and your sales) grow.