40+ website feedback questions to ask your visitors

Your website lies at the foundation of your business’s success. Your website helps generate sales, boost brand awareness, gather market segmentation demographics on customers, and allows consumers to find your products. 

Your company’s website can help or harm your business in a plethora of ways. According to Zendesk, 52% of customers will switch to a competitor if they have one negative experience with a brand. This is why it’s crucial to measure website performance and hear from customers. 

Unfortunately, it can be tricky to measure website performance without talking to consumers about their experiences browsing your site. User intent can be unclear from traffic and clicks alone—that’s where website feedback surveys come in. 

With this type of survey, you can get feedback on what’s working, what’s missing, and what’s broken from customers. Then, your development team can use the customer insights to boost your company’s effectiveness online.

Read on to learn more about website feedback surveys and why they matter. We’ll be sharing 40+ example questions to ask your website visitors, so stay tuned.

A website feedback survey is a questionnaire that collects visitors' opinions about their experience on a website to help improve its design, content, or functionality. It gauges customer satisfaction and user experience (UX) by measuring everything from ease of navigation to load times. 

A website survey may ask about:

Clicks, time spent on the page, articles visited—these implicit metrics can only help you see how people are interacting with your website. But these metrics won’t tell you why you’re doing well (or not-so-well).

Collecting website feedback bridges the gap with many benefits, including:

Website feedback questionnaires are an excellent way to identify usability issues that might otherwise go unnoticed. Users can highlight issues such as broken links, slow load times, confusing navigation, or clunky forms. With this information, web development teams can fix the issues to create a smoother user experience. 

Survey feedback provides a clear picture of what customers really want from your website. Acting on suggestions allows you to meet customer needs and show that you value your audience’s feedback. This builds trust and loyalty with your customers, encouraging repeat visits.  

Keep users engaged by addressing their pain points on your website. When customers can easily find what they’re looking for and navigate a site without hassle, they’re more likely to take the next step—whether that’s filling out a form, making a purchase, or contacting your business. Improve conversions by listening to customer feedback about your website. 

Many businesses invest significantly in design and content for their website. Without feedback, it can be challenging to know how effective your choices are. Website surveys provide validation and reveal whether users find your content insightful, the site design appealing, and the layout intuitive. Feedback helps point out what’s working and what could use a refresh.

There are several types of website feedback surveys you can use; we'll outline the main types of website feedback surveys.

On-site pop-up surveys are used to grab users’ attention while browsing your site. They can be triggered by time spent on a page, scrolling behavior, or exit intent.

These surveys are short, often one or two questions, and capture quick impressions such as “Did you find what you were looking for?”

Exit surveys appear when a visitor is about to leave the site and aim to understand their journey. They often ask about overall satisfaction or what could have improved their experience.

An embedded form is placed directly on a webpage, such as the “Contact Us” or “Help” page. Embedded feedback forms leave space for qualitative responses where users can go in-depth about their experiences. 

Customer Satisfaction Score (CSAT) surveys collect feedback to evaluate how well your site is meeting customer expectations. They typically use a rating scale of 1-5 and provide quick, measurable data about user sentiment. 

Net Promoter Score (NPS^®) surveys ask how likely a user is to recommend a site or business to others, typically on a scale of 0-10. Net Promoter Score is a strong indicator of overall brand perception and loyalty. It’s super quick for visitors to fill out and provides meaningful insights for your company.

To help you begin your website feedback survey, we've compiled over 40 examples of customer feedback questions. These questions are categorized for easy navigation and reference, allowing you to choose the most suitable ones when crafting your survey.

Website feedback offers significant value, particularly when measured against industry benchmarks. Benchmarking is crucial for determining if your website's performance is average, falls short of competitors, or surpasses expectations. By analyzing benchmark data, you can effectively prioritize improvements and monitor progress over time.

When analyzing your survey results, focus on these common metrics:

Benchmark data is a powerful tool for identifying performance gaps and setting realistic goals.

For example, if your Net Promoter Score falls below the industry average, dig deeper into feedback related to trust, content quality, or the checkout experience to uncover potential issues.

You can also use benchmark data to establish clear, achievable targets. It provides a baseline for comparison and helps define what improvement looks like. For instance, if your current Customer Satisfaction Score is 65 and the industry average is 75, you know exactly where to focus your efforts.

If your survey response rates are lagging behind industry norms, consider experimenting with shorter surveys, adjusting the timing, or refining the survey design to better engage users.

Related reading: How to start benchmarking

Now that you have feedback from your website’s visitors, it’s time to take action. Use their suggestions and feedback to make targeted improvements, fix issues, and update designs.

Show customers you value their voices by listening and acting upon feedback. Small improvements can make a big difference in customer satisfaction and user experience. 

If you’re ready to take your website feedback strategy to the next level, tools like SurveyMonkey make it simple to create effective surveys, gather meaningful data, and compare your results. Start building smarter surveys today with SurveyMonkey. 

NPS, Net Promoter & Net Promoter Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.