79 Website Survey Questions You Should Be Using To Understand Your Audience


Website surveys are an incredibly powerful tool to know more about your visitors, users or customers.

But it’s important that you ask the right questions with your surveys, or you might end up with confusing data that doesn’t tell you much.

We’ve compiled 79 website survey questions that you can use right now (with MARE ;)) to dive deep into the opinions, frustrations and ideas of your visitors.

By using a combination of some of these questions, you can start to build customer profiles, validate your product ideas, get content ideas, or discover what new products to build that your existing audience wants to buy.

If you have any other questions that you’ve used successfully in the past, be sure to leave us a note in the comments below.

Segmentation & demographic survey questions

By segmenting your visitors into groups, you can better understand the needs of each of your customer segments.

The below questions can be used as segmenting questions for a larger market study. By linking these segments to your conversion data, you can even get powerful insights to help you better choose your advertising channels, or Facebook ads targeting.

  1. How many employees work at your company?
  2. How many employees work in your department?
  3. What is your gender? (Multiple-choice)
  4. What is your age group? (Multiple-choice ranges)
  5. What is your income level? (Multiple-choice ranges)
  6. What is your marital status? (Multiple-choice ranges)


Customer profile questions

Have an idea of who your ideal customer is?

You can confirm this hypothesis, and make sure that you are targeting the right traffic sources by collecting customer profile questions, and segmenting this data by referral or advertising source.

  1. What are your biggest professional goals?
  2. What are your biggest professional responsibilities?
  3. What are your biggest personal goals?
  4. How much time do you spend on [your product category]
  5. In a given week, how many hours do you spend working on tasks related to [your product category]?
  6. What is the hardest part of your day?
  7. What is your position with the company? (Multiple choice)
  8. How many years of experience do you have in your profession?
  9. What is your profession?
  10. How often do you use the internet?
  11. What tasks take up the most time of your day?
  12. What’s the hardest part about being [role, demographic, position, category]?
  13. What is the most frustrating part of your profession?
  14. If you could have any job you want, what would it be?
  15. What is your favorite part about being a [their profession]?
  16. What is your least favorite part about being a [their profession]?
  17. What is your level of involvement with [product category] in your company?


Website or product feedback survey questions

Get feedback about how successful your website is at relaying your company information, or if there are any user experience bugs that may be adding friction to your checkout process.

  1. What do you think of our product?
  2. Does our product solve your problem?
  3. How likely are you to tell your friends about our product?
  4. What could be done to improve our product?
  5. What would make you want to tell your friends about this product?
  6. What’s most appealing to you about this product?
  7. What might improve your experience with using this product?
  8. What motivation do you have to continue using this product?
  9. What’s the hardest part about using this product?
  10. What features do you wish we offered?
  11. How would you describe [your product] in one or more words?
  12. If [your product] was a car, what car would it be?
  13. If you wrote a review of [your product] how would you rate it out of 10?
  14. Overall, how easy was [your product] to use?
  15. If you could change one thing about [your website or product] what would it be?
  16. What features could you not live without?
  17. How upset would you be if [your product or website] was no longer around?


Contextual usability or UX survey questions

These questions are more direct usability questions that can be used selectively on specific pages on your website to test for bugs or friction.

By stringing some of these questions together, you can determine if it’s easy to accomplish the main tasks on your site. If it’s not, you can determine where to start reworking your user flows.

  1. Why did you come to [your product or website] today?
  2. What are you trying to accomplish on [your product or website] today?
  3. Were you able to complete your task today?
  4. Was the task difficult?
  5. Why were you not able to complete your task today?
  6. How confident are you that you’ve completed this task?
  7. Why did you choose not to make a purchase today?


Product or problem validation survey questions

If you are launching a new product, getting product ideas, or trying to validate an existing product idea, these questions can help.

  1. Have you used xxx type of software?
  2. How often do you use the following types of software (Matrix style question)
  3. What product do you wish you had but doesn’t exist?
  4. Is it difficult to [problem]?
  5. Who takes care of [your product category – example: marketing] in your [office/home]?
  6. What is the most frustrating part of using [product or software category]?
  7. How important is [your product value] to you?
  8. Tell us about the last time you used [product, process or software category]
  9. How different would your job be if [process] was easier?
  10. Would improving [process] save you or your business money? How much?
  11. Would improving [process] save you or your business time? How much?
  12. What do you think could be done to help with [process]?
  13. What does an ideal solution to [process] look like?
  14. Would you ever use a product that did [your solution]?
  15. Would you start to use that product right away?
  16. What might prevent you from using this product?
  17. How much would you be willing to pay for this product?
  18. Can we keep you in the loop as we develop this product?
  19. How disappointed would you be if [your product] went away overnight?


Brand awareness & competition survey questions

Use these questions to determine the brand penetration of your own brand, or to compare your brand with other brands in your industry.

  1. Have you heard of xxx brand?
  2. How does [competitor] compare with [your product]?
  3. Have you used [competitors] before? (multi-select)
  4. Have you used [category] software before?
  5. Tell us about the last time you used [type of software]
  6. When you research a new product, what tools do you use?


Blog or content feedback questions

Use these questions to get feedback on your content marketing efforts, and to get new ideas for content that you can post in the future.

  1. Please rate this content out of 5 stars
  2. What about the content did you like?
  3. What about the content did you not like?
  4. What other subjects would you like to read about?
  5. What would make our blog more valuable to you?
  6. What is your favorite blog and why?


End of survey questions

By asking an ending question, you can make sure that there are no nagging issues on your prospect or users’ mind. Open ended questions will have a relatively low response rate compared to multiple-choice questions, but the information you get will usually be very valuable.

  1. Anything else you would like to share?


How to make the most of your website surveys & questionnaires


Ok, so you now have a whole pile of questions in your website survey arsenal, but here are a few tips on how to make the most out of every survey that you deploy on your website.

Generate Leads

You already have the attention of the visitor who is answering your survey. You might as well try to get them into your system somehow.

You can direct them to a landing page, or better yet, offer them a form directly in your survey to allow them to sign up to your newsletter, or even sign up as a lead.

Don’t ask just multiple-choice questions

Asking multiple-choice questions will definitely increase your response rate. Multiple-choice questions are easy to answer, after all.

However, you’d be doing yourself a favor if you also ask an open-ended question near the end of your survey.

By doing so, you allow the visitor to speak their mind if they have something to say.

You’d be amazed at the value of the feedback that you get through open-ended questions.

The best type of open ended questions are those that let the visitor tell you a story. Something like this:

“Tell us about the last time you used [product category]”

Never ask just one question

In our testing, the response rate for the second question is almost 100% for most question types. This is because if a visitor has decided to answer one question, they’re probably willing to answer more.

Why not take advantage of this fact, and ask another question or two. The worst that could happen is they close the survey. The best that could happen is that you get more insights about your audience.

Your turn

Have you used any other question types successfully in past website surveys?

Let us know in the comments below.

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