What surveys are for

Surveys help you ask visitors why they behaved a certain way. Heatmaps, session replay, funnels, forms, and friction events show what happened. Surveys help explain the reason behind it.

Use surveys to collect:

• pricing objections
• checkout concerns
• missing information
• feature requests
• satisfaction ratings
• reasons visitors did not convert

Choose a survey goal

Start with one clear goal. A focused survey gets better answers than a broad survey that tries to solve everything.

Examples:

• "Why are visitors leaving the pricing page?"
• "What stopped visitors from submitting the form?"
• "Was the checkout process easy to complete?"
• "What feature are trial users looking for?"

The goal should decide the questions, targeting, and timing.

Pick question types

Use the question type that matches the answer you need:

• Single select for one reason or option.
• Multiselect when more than one answer may apply.
• Free text for detailed feedback.
• Rating for satisfaction, effort, or NPS-style feedback.
• Welcome message to introduce the survey.

Keep the survey short. One to three questions is usually enough for page-level feedback.

Target the right visitors

Show the survey where the feedback is relevant. A pricing survey should usually appear on pricing or checkout pages, not across the whole website.

Useful targeting examples:

• show a checkout survey on /checkout
• show a pricing survey on /pricing
• show a product feedback survey after a trial user logs in
• show an exit survey after a visitor spends time on a page

Choose the right timing

Avoid showing surveys immediately unless the page exists for feedback. Better trigger points include:

• after time on page
• after scrolling to a key section
• after a form interaction
• after a visitor appears ready to leave
• after a funnel step is abandoned

Good timing improves response quality and avoids interrupting active visitors.

Review and improve

After responses arrive, review answer breakdowns, trends, and individual responses. Compare survey answers with session recordings and friction events.

Improve the survey by:

• removing unused answer options
• adding common free-text themes as options
• shortening questions that visitors skip
• adjusting page targeting
• pausing surveys that are no longer useful

First survey checklist

• Define one feedback goal.
• Choose one to three questions.
• Target the relevant page or flow.
• Set a visitor-friendly trigger.
• Preview the survey before publishing.
• Review results alongside sessions and heatmaps.