56 ecommerce survey questions you can use today

Purchase motivation

What was the main reason you bought today?

Suggested answers · choose one

• Replacing something
• Trying something new
• A gift
• An upcoming event
• A promotion
• Other

When to ask

After checkout

Use the answer to

Choose which buying motivations to address in product and campaign copy.

Purchase motivation

Who is this order for?

Suggested answers · choose one

• Myself
• Someone else
• Both myself and someone else
• My business or team

When to ask

After checkout

Use the answer to

Decide whether gift messaging and packaging deserve more attention.

Purchase motivation

What mattered most when you chose us?

Suggested answers · choose one

• Product features
• Price
• Reviews
• Delivery options
• Brand values
• A recommendation
• Other

When to ask

After checkout

Use the answer to

Identify the value proposition customers actually choose.

Purchase motivation

How long had you been considering this purchase?

Suggested answers · choose one

• Less than a day
• 1–7 days
• 1–4 weeks
• More than a month

When to ask

After checkout

Use the answer to

Plan follow-up timing around the customer's decision window.

Purchase motivation

What other options did you consider before buying?

Open text · let customers answer in their own words

When to ask

After checkout

Use the answer to

Find the alternatives customers compare with your product.

Purchase motivation

What problem are you hoping this product will solve?

Open text · let customers answer in their own words

When to ask

After checkout

Use the answer to

Shape product education around the customer's intended outcome.

Purchase motivation

Which promotion, if any, influenced this purchase?

Suggested answers · choose one

• Discount code
• Free shipping
• Bundle offer
• Gift with purchase
• No promotion
• Other

When to ask

After checkout

Use the answer to

Assess how customers perceive different promotional offers.

Purchase motivation

Is this your first purchase from us?

Suggested answers · choose one

• Yes
• No
• I'm not sure

When to ask

After checkout

Use the answer to

Compare new and returning customers when order history is incomplete.

Marketing attribution

How did you first hear about us?

Suggested answers · choose one

• Search engine
• Instagram
• TikTok
• YouTube
• Friend or family
• Podcast
• In a store or at an event
• Other

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Compare customer-reported discovery channels with your analytics.

Marketing attribution

Which source had the biggest influence on your purchase?

Suggested answers · choose one

• Search results
• Social media
• Customer reviews
• Creator recommendation
• Friend or family
• Email
• Other

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Separate the source of discovery from the source that helped close the sale.

Marketing attribution

Which creator introduced you to us?

Open text · let customers answer in their own words

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Identify creators worth investigating for future partnerships.

Marketing attribution

Which podcast or show mentioned us?

Open text · let customers answer in their own words

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Identify named shows behind podcast-attributed orders.

Marketing attribution

What did you search for before finding us?

Open text · let customers answer in their own words

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Find customer language to investigate for search content.

Marketing attribution

Where did you see us in person?

Open text · let customers answer in their own words

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Identify stores, events and offline placements customers remember.

Marketing attribution

What do you remember about the ad you saw?

Open text · let customers answer in their own words

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Learn which creative details customers recall.

Marketing attribution

Have you received our emails before this purchase?

Suggested answers · choose one

• Yes
• No
• I'm not sure

When to ask

After checkout; ask follow-ups only when relevant

Use the answer to

Compare email awareness with the customer's reported buying journey.

Shopping experience

How easy was it to find what you wanted?

Suggested answers · choose one

• Very difficult
• Difficult
• Neither easy nor difficult
• Easy
• Very easy
• Not applicable

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Prioritize navigation and search improvements.

Shopping experience

What almost stopped you from completing your order?

Suggested answers · choose one

• Shipping cost
• Delivery time
• Price
• Missing product information
• Payment problem
• Nothing
• Other

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Find barriers to address for future shoppers.

Shopping experience

Was the product information enough to make your decision?

Suggested answers · choose one

• Yes
• Partly
• No

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Decide which product pages need clearer information.

Shopping experience

What information was missing before you bought?

Open text · let customers answer in their own words

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Add the details customers need to choose confidently.

Shopping experience

How easy was it to complete checkout?

Suggested answers · choose one

• Very difficult
• Difficult
• Neither easy nor difficult
• Easy
• Very easy
• Not applicable

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Identify perceived checkout friction.

Shopping experience

Was your preferred payment method available?

Suggested answers · choose one

• Yes
• No
• I had no preference

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Investigate demand for additional payment methods.

Shopping experience

Did you find the delivery and returns information you needed?

Suggested answers · choose one

• Yes
• Only delivery information
• Only returns information
• No
• I did not look for it

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Make important policies easier to find.

Shopping experience

What is one thing we could improve about shopping on our site?

Open text · let customers answer in their own words

When to ask

After checkout or during a separate website-feedback survey

Use the answer to

Collect specific ideas for the next website improvement.

Product research

How satisfied are you with the product?

Suggested answers · choose one

• Very dissatisfied
• Dissatisfied
• Neither satisfied nor dissatisfied
• Satisfied
• Very satisfied
• Not applicable

When to ask

After the customer has had time to use the product

Use the answer to

Find products that need closer quality or expectation checks.

Product research

How well did the product match its description?

Suggested answers · choose one

• Not at all
• Slightly
• Moderately
• Very well
• Completely
• I have not used it yet

When to ask

After the customer has had time to use the product

Use the answer to

Identify gaps between product-page claims and actual experience.

Product research

Which feature is most useful to you?

Open text · let customers answer in their own words

When to ask

After the customer has had time to use the product

Use the answer to

Decide which benefits to explain more prominently.

Product research

What would you change about this product?

Open text · let customers answer in their own words

When to ask

After the customer has had time to use the product

Use the answer to

Collect concrete input for product development.

Product research

How often do you use this product?

Suggested answers · choose one

• Daily
• Several times a week
• Weekly
• Less often
• I have not used it yet

When to ask

After the customer has had time to use the product

Use the answer to

Match education and replenishment messages to usage patterns.

Product research

Was it clear how to get started with the product?

Suggested answers · choose one

• Yes
• Partly
• No
• Not applicable

When to ask

After the customer has had time to use the product

Use the answer to

Improve instructions and onboarding materials.

Product research

Which product would you like us to offer next?

Open text · let customers answer in their own words

When to ask

After the customer has had time to use the product

Use the answer to

Build a research shortlist for future ranges.

Product research

How would you describe the product's value for money?

Suggested answers · choose one

• Very poor
• Poor
• Fair
• Good
• Very good
• Too early to tell

When to ask

After the customer has had time to use the product

Use the answer to

Investigate perceived value alongside quality and price feedback.

Shipping & delivery

Did your order arrive within the promised delivery window?

Suggested answers · choose one

• Yes
• No
• I do not remember the promised window

When to ask

After confirmed delivery

Use the answer to

Compare delivery promises with the customer experience.

Shipping & delivery

How satisfied are you with the delivery experience?

Suggested answers · choose one

• Very dissatisfied
• Dissatisfied
• Neither satisfied nor dissatisfied
• Satisfied
• Very satisfied
• Not applicable

When to ask

After confirmed delivery

Use the answer to

Identify delivery journeys needing follow-up.

Shipping & delivery

Was tracking information easy to understand?

Suggested answers · choose one

• Very difficult
• Difficult
• Neither easy nor difficult
• Easy
• Very easy
• Not applicable

When to ask

After confirmed delivery

Use the answer to

Improve order updates and tracking explanations.

Shipping & delivery

Did your order arrive in good condition?

Suggested answers · choose one

• Yes
• The packaging was damaged
• An item was damaged
• Both packaging and items were damaged

When to ask

After confirmed delivery

Use the answer to

Investigate packaging and carrier issues.

Shipping & delivery

Was everything in your order correct?

Suggested answers · choose one

• Yes
• An item was missing
• I received an incorrect item
• Both missing and incorrect items

When to ask

After confirmed delivery

Use the answer to

Identify fulfillment problems requiring customer support.

Shipping & delivery

How did the packaging fit your needs?

Suggested answers · choose one

• About right
• Too much packaging
• Not enough protection
• Hard to open
• Other

When to ask

After confirmed delivery

Use the answer to

Balance protection, usability and packaging waste.

Shipping & delivery

Which delivery option would you prefer for your next order?

Suggested answers · choose one

• Lowest cost
• Fastest delivery
• A chosen delivery date
• Collection point
• No preference

When to ask

After confirmed delivery

Use the answer to

Understand delivery priorities before changing the offer.

Shipping & delivery

What could we improve about delivery?

Open text · let customers answer in their own words

When to ask

After confirmed delivery

Use the answer to

Collect specific improvements beyond a satisfaction score.

Customer support

How satisfied are you with the support you received?

Suggested answers · choose one

• Very dissatisfied
• Dissatisfied
• Neither satisfied nor dissatisfied
• Satisfied
• Very satisfied
• Not applicable

When to ask

After a support interaction or resolved return

Use the answer to

Measure satisfaction with this specific interaction.

Customer support

Was your issue resolved?

Suggested answers · choose one

• Yes, fully
• Partly
• No
• Still in progress

When to ask

After a support interaction or resolved return

Use the answer to

Find customers who still need help.

Customer support

How easy was it to get help?

Suggested answers · choose one

• Very difficult
• Difficult
• Neither easy nor difficult
• Easy
• Very easy
• Not applicable

When to ask

After a support interaction or resolved return

Use the answer to

Reduce effort in the support journey.

Customer support

How did the response time compare with your expectations?

Suggested answers · choose one

• Much slower
• Slower
• About as expected
• Faster
• Much faster

When to ask

After a support interaction or resolved return

Use the answer to

Set clearer response-time expectations.

Customer support

Was the explanation clear?

Suggested answers · choose one

• Yes
• Partly
• No

When to ask

After a support interaction or resolved return

Use the answer to

Improve support guidance and help articles.

Customer support

How many times did you contact us about this issue?

Suggested answers · choose one

• Once
• Twice
• Three or more times

When to ask

After a support interaction or resolved return

Use the answer to

Investigate issues requiring repeated contact.

Customer support

How easy was the return or exchange process?

Suggested answers · choose one

• Very difficult
• Difficult
• Neither easy nor difficult
• Easy
• Very easy
• Not applicable

When to ask

After a support interaction or resolved return

Use the answer to

Identify unnecessary steps in returns and exchanges.

Customer support

What could we have done better during this conversation?

Open text · let customers answer in their own words

When to ask

After a support interaction or resolved return

Use the answer to

Collect feedback the team can use in coaching and documentation.

Loyalty & retention

What brought you back to shop with us?

Suggested answers · choose one

• Product quality
• Ran out of a product
• A new release
• An email
• An offer
• Previous service
• Other

When to ask

After product use or when a returning customer buys

Use the answer to

Understand what encourages repeat purchases.

Loyalty & retention

How likely are you to buy from us again?

Suggested answers · choose one

• Very unlikely
• Unlikely
• Unsure
• Likely
• Very likely

When to ask

After product use or when a returning customer buys

Use the answer to

Identify customers whose experience needs attention.

Loyalty & retention

What would make your next purchase easier?

Open text · let customers answer in their own words

When to ask

After product use or when a returning customer buys

Use the answer to

Find practical improvements to the repeat-purchase experience.

Loyalty & retention

Would a repeat-delivery subscription be useful to you?

Suggested answers · choose one

• Yes
• Maybe
• No
• Not applicable

When to ask

After product use or when a returning customer buys

Use the answer to

Assess interest before developing a subscription offer.

Loyalty & retention

Which loyalty benefit would be most useful to you?

Suggested answers · choose one

• Discounts
• Free shipping
• Early product access
• Exclusive products
• None of these
• Other

When to ask

After product use or when a returning customer buys

Use the answer to

Choose loyalty benefits for further testing.

Loyalty & retention

When do you expect to need another order?

Suggested answers · choose one

• Within a month
• 1–3 months
• 3–6 months
• Later
• I'm not sure

When to ask

After product use or when a returning customer buys

Use the answer to

Plan replenishment reminders around stated needs.

Loyalty & retention

What would you tell a friend about our products?

Open text · let customers answer in their own words

When to ask

After product use or when a returning customer buys

Use the answer to

Learn how customers describe the brand; ask permission before publishing quotes.

Loyalty & retention

What might lead you to choose another brand next time?

Open text · let customers answer in their own words

When to ask

After product use or when a returning customer buys

Use the answer to

Identify retention risks and alternatives to investigate.