E-commerce survey template: 11 questions
Where does the buying journey break?
An e-commerce feedback survey asks customers about their shopping experience. The Great Question template has eleven questions: likelihood to recommend, how easy it was to find the product, the product information and images, whether they found everything, the product reviews, shipping options, and whether they would buy again.
Questions it can answer
- What's working on our site?
- What can we make easier on our online store?
- How can we improve shopping?
What is an e-commerce feedback survey?
E-commerce feedback surveys collect data from customers about their purchase experience. They should be delivered once the purchasing journey is complete to explore the full end-to-end journey. This enables strengths and weaknesses throughout the journey to be identified and opportunities to improve experience considered.
Related guide: For writing questions that people can answer accurately, see our guide to good survey questions.
Do it faster with a Claude skill: Survey designer. Builds a first draft of this study in Claude that you can edit before you send it.
The questions in this template
These are the questions in the Great Question e-commerce feedback survey template.
How likely are you to recommend us to a friend or colleague?
Linear Scale
Not at all likelyExtremely likely
Why did you provide that score?
Long Text
How easy was it to find the product you were looking for?
Single Select
- Extremely easy
- Somewhat easy
- Not very easy
- Extremely difficult
- I don't know or I'm not sure
How did you feel about the amount of information on the product you purchased?
Single Select
- Too much product information
- Right amount of product information
- Not enough product information
- I don't know or I'm not sure
How satisfied are you with the images of the products?
Single Select
- Extremely satisfied
- Somewhat satisfied
- Neither satisfied nor dissatisfied
- Somewhat dissatisfied
- Extremely dissatisfied
Did you find everything you were looking for?
Single Select
- Yes
- No
- I can't remember or am not sure
If you couldn't find something, could you tell us what you couldn't find?
Short Text
How helpful did you find the product reviews?
Single Select
- Extremely helpful
- Somewhat helpful
- Neither helpful nor unhelpful
- Somewhat unhelpful
- Extremely unhelpful
How satisfied are you with the shipping options?
Single Select
- Extremely satisfied
- Somewhat satisfied
- Neither satisfied nor dissatisfied
- Somewhat dissatisfied
- Extremely dissatisfied
Would you purchase from us again?
Single Select
- Yes
- No
- I'm not sure
Why do you feel that way?
Long Text
Questions you might add
These are our suggestions, not part of the Great Question template. Add them only if you will use the answers.
The template covers shopping, not what happens after the order. If you send a second survey after delivery, these fit there.
Did your order arrive when we said it would? Single choice: Yes, No, it was late, No, it hasn't arrived.
Did the product match its description? Single choice: Exactly, Mostly, No.
Did anything nearly stop you from completing your order? Multi-select: Shipping cost, Delivery time, Payment options, Having to create an account, Price, Return policy, A problem with the site, Nothing, Other (text).
For abandoned checkouts, shown on exit or sent by email: What stopped you from completing your order today? Same options as above, plus Just browsing.
How to run it
When to send. Soon after the order, by email or on the confirmation page, while the shopping experience is fresh. The questions are about finding products and choosing shipping, so there is no need to wait for delivery.
Length. Eleven questions take about three minutes. If response rates are low, cut to Q1, Q2, Q3, Q6 and Q10.
Sample size. About 100 responses gives roughly ±10 percentage points at 95% confidence on a single question. Larger shops can segment by product category or traffic source once each group has enough responses.
How to analyse. Calculate a Net Promoter Score from Q1 and read the reasons in Q2. Q3 and Q6 show how well people can find products; read Q7 for what they could not find, which often points to gaps in search or range. Q4, Q5 and Q8 show whether product pages give people enough to decide. Track Q9 and Q10 month by month, and cut them by first-time versus returning customers.
Advantages
- Provides data that can be analyzed over time
- In-depth survey
- Focus attention on areas for improvement
Limitations
- Might be a little long
- As with any online survey, potentially skewed responses
- Survey fatigue
Frequently asked questions
What are good ecommerce survey questions?
Ask how likely customers are to recommend you, how easy it was to find the product, whether the product information, images and reviews helped, whether they found everything, how they felt about the shipping options, and whether they would buy again. This template asks all of these.
When should I send an ecommerce feedback survey?
Soon after the order, while the shopping experience is fresh. If you also want feedback on delivery and the product itself, send a second, shorter survey a few days after the order arrives.
How do I find out why people abandon checkout?
The template is for people who completed an order. For abandoned checkouts, ask one question when they leave or in a follow-up email: "What stopped you from completing your order today?" with options for shipping cost, delivery time, payment options, account creation, price and returns.