The Best Visitor Feedback Questions For Improving Any Website

Discover essential questions to get better feedback from your visitors and create high-impact ideas for improving your website

Image by John Schnobrich on Unsplash

One of the best ways to improve any website is becoming much more customer focused, and really listening to their needs and issues. While they won’t know how to improve websites, they can certainly tell you what they like or don’t like on them, and what issues they are experiencing with them.

Gathering this visitor feedback is an essential part of doing effective conversion rate optimization (CRO), and is one of the most effective types of conversion research in addition to gaining insights from web analytics.

There are many great tools like and Hotjar that enable you to easily gather this essential feedback, but they are often setup quickly without knowing how to maximize insights gained from them.

As with many website tools, if you put junk in, you will get junk out. In this case, if you use questions or tasks that are poor, you won’t get good insights from your target audience.

In this article I reveal the key questions and tasks you should use to gain the best feedback from your visitors and target audience. Let’s get started!

The best questions and tasks for user testing tools

There are many excellent user testing tools that enable you to ask your website visitors and target audience key tasks and questions, and watch them try to complete them on your website, and hear their answers.

I recommend because they are similar to UserTesting and WhatUsersDo tools, but it is much more cost effective — prices start from $13 per tester instead of having to pay expensive monthly service fees.

Don’t just rush into creating tasks and questions though, as you won’t get very good feedback and insights to help improve your website sales or leads.

Here are some really important tasks and questions you should ask to ensure you get the most actionable and high-impact feedback and insights:

  • Go to website ‘X’. What are your first impressions of this website?
    This is important to find out because visitors can often judge your whole website within just 5 seconds.
  • Do you feel there is anything unique about what this website offers?
    This is essential for seeing if you are highlighting your unique value proposition well enough.
  • Try to find information about ‘X’. 
    Mention finding a product, service or information important for your visitors to find or know about- essential for seeing how easy they find this.
  • What do you feel could be improved on this website? Would anything increase the chances of you purchasing?
    This is a good open ended question to see what else visitors would like to see on your website that would help them decide to purchase.
  • Try to buy something. How easy does the checkout process seem? 
    This is essential for learning about issues regarding your all-important checkout or signup process — it is vital to fix this quickly.
  • What are the key factors that influence your purchase decision?
    Maybe you aren’t showing enough prominent information about one of the key factors that influence their purchase. Don’t just presume you know.
  • Are there any useful reasons to give your email to this website? For example incentives shown in popups or signup forms?
    This is a great question to ask to see how engaging your lead capture incentives and forms are, and how they could be improved.
  • Would you have purchased from this website? If not, why not?
    A simple question that you can use to summarize their feedback.
  • Please try to find a similar website in Google, visit it and describe what (if anything) you prefer on that website.
    This helps you understand what other websites they might use, and what they like about them. Great for finding website improvement ideas.

To get the best results it is also important that you pre-screen your testers to make sure they are from your target audience and demographics. Don’t forget to get some testers for your website on both desktop and mobile devices too, as both of these will have their own problems and issues.

The best questions for poll and survey tools

Setting up polls and surveys is an excellent way to gather feedback from your website visitors and customers. Many of you have probably heard of Hotjar which is a great tool for this.

But many users don’t set up Hotjar well or miss it’s true potential.

The polls feature is the most powerful tool for gathering quick high-impact feedback from visitors about specific pages. It is crucial to make sure you ask good questions though, and not rush into setting this up.

The best poll questions you should ask on key pages

Here are some good poll questions you should ask to get better feedback on key pages (depending on what type of website you have):

  • Is there anything stopping you from purchasing right now?
    This is one of the most important questions to gain insights from, and is good for using on pricing, product or service pages.
  • How clear and easy is it to understand the pricing? What do you think of the prices? 
    This is a great for gaining insights about pricing, product or service pages.
  • How prominent and clear are details about shipping, guarantees and the returns policy?
    A good question for product pages. These factors can have a big impact on conversion rates, and is often overlooked by ecommerce websites.
  • Is there anything missing on this page that would increase the chances of you purchasing?
    Finding out what key information seems missing on your website is essential, and is a good question for using on product or service pages.
  • What are your first impressions of this page? 
    This simple question is good for using on homepages and your key entry pages. Particularly because visitors often judge websites very quickly.

The best questions to use when creating surveys

To ensure greater insights from your surveys, here are some good questions to use when creating them in Hotjar and other tools like Survey Monkey.

The best questions to use for a customer survey about your website.

  • Was their anything that nearly stopped your from purchasing?
    This is one of the most revealing questions you can ask your customers, and you need to improve your website to fix issues for potential customers.
  • What did you think of your experience on our website? 
    A good open ended question that can reveal insights about many things.
  • Was it easy to order our product (or service)? How easy was the checkout (or signup) process?
    This question is essential for finding insights about improving your checkout or signup pages — and quickly fixing these.
  • Was their any information that would have been helpful to know before purchasing?
    Maybe you aren’t making key things very clear or prominent on your website. This question helps you discover what information needs adding.
  • What were the key factors that influenced your purchase decision for this type of product (or service)?
    This question will help you understand what details your potential customers will want to see most prominently on your website.
  • Did you consider using any other websites before purchasing from us? Did you prefer anything about them?
    This is question is great for gaining insights from competitor websites.

You should also encourage customers to respond by offering gift cards or discounts on future purchases on your website.

Setting up an onsite survey is useful too. In particular you should ask these important questions to gain feedback about your website. Some of these are similar to ones already mentioned:

  • What are your first impressions of this website?
  • What was the goal for visiting this website? Did you achieve it?
  • Do you feel there is anything particularly unique about what this website offers in comparison to other similar websites you have seen?
  • What do you feel is lacking on this website? What could be improved that would increase your chances of purchasing (or signing up).
  • What are the key factors that influence your purchase decision for this type of product (or service)?
  • What other websites have you used that are similar to this one? What do you prefer about them, if anything?

When showing customer surveys on your website, it is best to wait several minutes before asking for feedback, and not asking them immediately. You need them to have used your website first — you will get better insights.

Wrapping up

The next time you create a user test, poll or survey for your website, use some of these questions and tasks, in addition to the ones you have planned. You will gain much better insights that you can use to create higher impact website improvement ideas or A/B tests.

Hopefully you find these visitor feedback questions very useful. Comments, applause and shares for this article would be highly appreciated!

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