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Research & Insights

The Questions We Love to Ask Users (And You Should, Too!)

We are often asked what questions are the ‘right’ questions to ask your users in polls and surveys. Our answer: it varies.

It really depends on the experience of the user and what you are trying to achieve...

To get you started on the right track, we've put together a list of questions that we've found to be the most successful and engaging with visitors – organized by your business type:

E-commerce
Software and Saas

Publishers and Blogs

Is your organization type not listed? Drop us a comment below and we'll add it to the list!

Tip from the trenches: Having run thousands of split tests and user research projects I have found that the key is to alternate questions often. You want your team to be reading a wide variety answers of questions to truly empathize with your users – to nail the big wins!

Top Questions to Ask your Users:

E-commerce

Before purchase:

  • What information is missing or would make your decision to buy easier?
  • What is your biggest fear or concern about purchasing this item?
  • Were you able to complete the purpose of your visit today?
  • If you did not make a purchase today, what was it that stopped you?

Post purchase:

  • Was there anything about this checkout process that we should improve?
  • What was your biggest fear or concern about purchasing from us?
  • What would have persuaded you to complete the purchase of the item(s) in your cart today?
  • If you could no longer use [name], what’s the one thing you would miss the most?

Other great questions:

  • Do you have any questions before you complete your purchase?
  • What other content would you like to see on this page?
  • What were the main 3 things that persuaded you to create an account today?
  • What nearly stopped you from creating an account today?
  • What’s the one thing that nearly stopped you from buying from us?
  • Which other options did you consider before choosing [name]?
  • What would persuade you to use us more often?
  • What was your biggest challenge, frustration or problem in finding the right (Product Type) online?
  • How likely are you to recommend us to a friend or colleague? (NPS question)
  • Please list the top three things that persuaded you to use us rather than a competitor.
  • What other products would you like to see us offer?
  • Were you able to find the information you were looking for?
  • How satisfied are you with our support?
  • How would you rate our service on a scale of 1 - 10? (NPS question)
  • How would you rate our support on a scale of 1 - 10? (NPS question)
  • Is there anything preventing you from purchasing at this point?

Software and SAAS

Screen Shot 2016-03-09 at 8.23.33 PM

New or trial users:

  • What nearly stopped you from signing up today?
  • What would persuade you to use us more often?
  • How likely are you to recommend us to a friend or colleague? (NPS question)
  • Is our pricing clear? If not – what would you change?

Customers:

  • What convinced you to pay for this service?
  • What’s the one thing we are missing in [name]?
  • What's one feature we can add that would make our product indispensable for you?
  • If you could no longer use [name], what’s the one thing you would miss the most?

Ex-customers:

  • What is the main reason why you're canceling your account? (please be blunt and direct)
  • If you could change just one thing in [name], what would it be?
  • If you had a magic wand and you could change anything in [product name] what would it be? We love crazy ideas!

Other awesome questions:

  • What were the main 3 things that persuaded you to sign up today?
  • Which other options did you consider before choosing [name]?
  • What was your biggest challenge, frustration or problem in finding the right (Product Type) online?
  • Please list the top three things that persuaded you to use us rather than a competitor.
  • Do you have any questions before starting a free trial?
  • What persuaded you to start a trial?
  • What nearly stopped you from starting a trial?
  • Which other options did you consider before choosing [name]?
  • What other products would you like to see us offer?
  • Was this help section useful?
  • Was this article useful?
  • How satisfied are you with our support?
  • How would you rate our service on a scale of 1 - 10?
  • How would you rate our support on a scale of 1 - 10?
  • Is there anything preventing you from upgrading up at this point?
  • Is there anything preventing you from purchasing at this point?
  • Is there anything on this page that doesn't work the way you expected it to?
  • What could we change to make you want to continue using us?
  • If you did not upgrade today, what was it that stopped you?
  • Of these options, what's the next thing you think we should build?
  • How would you feel if we discontinued this feature?
  • What's the next feature or functionality we should build?

Publishers and Blogs

Improving content:

  • If you could change just one thing in [name], what would it be?
  • What other content would you like to see us offer?
  • How would you rate this article on a scale of 1 - 10? (NPS Question)
  • If you could change anything on this page, what would you have us do?

Subscriptions:

  • What is the main reason why you're unsubscribing? (please be blunt and direct)
  • What were the main 3 things that persuaded you to join our list today?
  • If you did not subscribe to [name] today, what was it that stopped you?
  • What convinced you to pay for this service?

Other great questions:

  • What’s the one thing we are missing in [name]?
  • What would persuade you to visit us more often?
  • How likely are you to recommend us to a friend or colleague?
  • What’s missing on this page?
  • What topics would you like to see us write about next?
  • How useful was this article?
  • What could we do to make this page more useful?
  • Is there anything on this site that doesn't work the way you expected it to?
  • What's one thing we can add that would make [name] indispensable for you?
  • If you could not longer use [name], what’s the one thing you would miss the most?

So there you go! We hope you have fun building out your polls and surveys and we cannot wait to hear which questions you use. Have your own questions to share? We would love to hear them! Comment below and let us know what you would add which questions are your favourites.

Research & Insights

David Darmanin

Founder / CEO at Hotjar - David is an entrepreneur and consultant that has generated hundreds of millions of dollars for small to large businesses over the last 12 years. He has run hundreds of tests for his clients… across 19 languages, 12 currencies and 13 industries. In one of his most recent projects he generated $16 Million in life time value for an e-Commerce SaaS.

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