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20 Hotjar survey examples from real websites

At the time of writing, there are over 230,000 enabled surveys built with Hotjar in the world, which have gathered a total of 138,091,181 responses. That’s an average of 17 responses per every single person on the planet!

Last updated

14 Jun 2023

Reading time

10 min


We’ve gathered 20 real-world examples of Hotjar surveys used on business websites across multiple industries. Keep reading to see survey question examples in action, get inspiration for ways to gather your own customer insights, and discover the potential of Hotjar Surveys for yourself.

Connect with your customers

Use Hotjar Surveys to discover deeper insights into your user experience.

Curious about exit-intent surveys? Only looking for open-ended question ideas? We’ve organized all 20 surveys by type, so you can go straight to whatever takes your fancy (although we recommend checking them all out for maximum inspiration).

  1. Exit-intent surveys

  2. Multiple-choice surveys

  3. Open-ended questions

  4. Closed-ended questions

  5. Rating scales

  6. Content-focused and product surveys

Exit-intent surveys

1. Colgate 

A homepage survey set up by Colgate 

Dental hygiene manufacturer Colgate’s homepage survey collects the qualitative data behind why a customer may not have converted. Colgate’s feedback survey is customized with its familiar red color, providing an on-brand and undistracted user experience (UX).

🔥 Why it works: this type of multiple-choice formatting covers several potential issues, from pricing concerns to a lack of product information. Taking this approach to your questionnaire formatting factors in several areas that could be impacting conversions for your business.

2. Electric Eye

#Electric Eye's exit-intent survey gives the team insights into barriers preventing prospects from scheduling a call
Electric Eye's exit-intent survey gives the team insights into barriers preventing prospects from scheduling a call

Ecommerce agency Electric Eye triggers a survey to find out what prevents prospects from scheduling a call.

🔥 Why it works: timing surveys to appear at this crucial point in the conversion stage catches potential blockers stopping visitors from becoming customers. By collecting feedback from prospects on the verge of exiting your site, you can discover bugs, find new ways to make your offer more enticing, and better address customer needs. 

3. CalcWorkshop

#A pricing page survey on the CalcWorkshop website catches users before they exit
A pricing page survey on the CalcWorkshop website catches users before they exit

Education platform CalcWorkshop uses a Hotjar survey to seek, discover, and understand any last-minute blockers stopping customers from converting. 

🔥 Why it works: an exit-intent survey leaves it up to your respondents to reveal exactly what prevents them from becoming a customer. It could be something as simple as a broken ‘buy now’ button, or something more complex that requires a page redesign or a review of your payment options.

Placing an exit-intent survey on your pricing page, like CalcWorkshop, also gives visibility into whether your pricing options are clear and competitive in the market. These insights may help you determine if you need to offer any incentives at this point in the customer flow.

Multiple-choice surveys

4. The Lowry

#The Lowry seeks to understand customer motivations with a homepage survey
The Lowry seeks to understand customer motivations with a homepage survey

The Lowry, an ecommerce gift shop, uses a multiple-choice Hotjar survey to gather more concrete information on what their customer is looking for. 

🔥 Why it works: asking straightforward, direct ecommerce survey questions keeps customers on topic and makes analyzing feedback easier. Feedback surveys like this one collect responses that lead to a deeper understanding of customer motivations and buying habits, meaning you can tweak and tailor your shopping experience for a range of different types of buyers. 

🙋 If this was your site

Set up a similar survey on your own ecommerce site to discover what people landing on your homepage are most commonly looking for. Use this qualitative information to help you organize your main navigation menu in a way that quickly and easily directs your visitors to the most sought-after products.

5. NerdCow

#A multiple-choice survey on the NerdCow homepage
A multiple-choice survey on the NerdCow homepage

London-based web design agency NerdCow uses a similar homepage survey to ask prospects about their main goal in visiting the website. 

🔥 Why it works: providing a range of goals for customers to choose from ensures you’re better equipped to understand their intent and jobs to be done (JTBD). All this leads to valuable insights into how to serve your users. 

The homepage survey helps us understand the intent behind the visit. We've made many adjustments to the content and the page layout based on the answers, like trying different calls to action or changing the order of the sections.

Tomasz Lisiecki
Owner of NerdCow

Open-ended questions

6. Neeta Naturals

#Neeta Naturals places surveys on product pages to monitor customer impressions
Neeta Naturals places surveys on product pages to monitor customer impressions

Cosmetics company Neeta Naturals places open-ended survey questions on their product pages, actively seeking out areas for improvement and suggestions from their customers.

🔥 Why it works: this style of questioning allows visitors to tell you, in their own words, how to make your website or product work better without being restricted to pre-set topics. Feedback of this nature opens up a whole world of possible answers—you might be surprised by the insights you gather!

7. Riot

#Riot uses an open-ended question to collect insights into opportunity areas
Riot uses an open-ended question to collect insights into opportunity areas

Riot, a designer clothing reseller, uses Hotjar Surveys to proactively look for ways to improve its UX—an approach that collects a variety of user feedback while contributing to the team’s overall website analytics strategy.

🔥 Why it works: this open-ended question strikes the balance between being broad enough to trigger a range of different responses and targeted enough to relate to a specific topic or goal. 

By inviting users to share specific improvements an internal team may easily overlook, you ensure all website and product decisions are 100% customer-centric.

FoodCorps triggers an open-ended question survey to appear on its homepage

American non-profit FoodCorps uses a basic market research survey on its homepage to understand the drivers bringing people to the site and the goals they hope to achieve once they get there. 

A follow-up multiple choice question asks FoodCorps visitors to rate how easy it was to accomplish their task: ‘very easy,' 'easy,' 'somewhat challenging,' or 'difficult.'

🔥 Why it works: this question allows for a variety of answer choices, offering insight into a range of different customers, needs, and motivations. It's also a great way to gather new inspiration for optimizing a company website to ensure it meets visitors' expectations

🙋 If this was your site

When setting up your own market research survey, allow respondents to leave their email addresses if they want to receive follow-up communication. Reaching out to people who take the time to leave feedback on your site closes the ‘feedback loop’ and shows them that you genuinely care.

9. Guitar Sauce

Guitar Sauce tailors its survey question to customers’ very specific needs

Guitar Sauce, an ecommerce business selling guitar wiring, gets specific with its survey, asking what questions or frustrations customers have when trying to purchase wiring harnesses. 

🔥 Why it works: staying true to your product, knowing your audience, and using a niche topic for your survey—one that cuts to the chase of what matters most to your customers—helps you discover insights that drive immediate impact on your website and product offering. 

Closed-ended questions

10. K9 Clean

K9 Clean uses a Hotjar survey to gather insights on product pages

K9 Clean, a pet supplies store, asks a simple, closed-ended question to understand their customers’ purchasing blockers.

🔥 Why it works: this style of questioning allows plenty of opportunity for customers to share a unique perspective, give insights into their buying motivation, and highlight any issues that may prevent conversion. 

Closed-ended questions are also generally unobtrusive to customers: the simple ‘yes/no’ formatting means it’s easy for visitors to simply move on if they have nothing to share.

11. Main Roads Western Australia

Government website Main Roads Western Australia measures how satisfactory its website is

Australian Government website Main Roads Western Australia uses feedback surveys to ensure its website is easy to navigate and provides visitors with all the information they need.

🔥 Why it works: expanding on surveys to let users provide additional context if they’re unhappy with their experience provides unfiltered feedback that gets to the source of potential issues or opportunity areas.

12. Allplants

Allplants gathers insights on whether any blockers may be preventing conversions

Food subscription service Allplants get straight to the point, asking a closed-ended question to discover what might prevent a customer from trying out their service.

🔥 Why it works: this survey seeks to understand where your service might need improvement and get a general sense of customer sentiment. As with the examples above, keeping your line of questioning simple and targeted allows for a broader range of responses and a wider perspective of your typical user experience.

Rating scales

13. FTC Cashmere 

FTC Cashmere uses an online survey to measure customer sentiment

German clothing retailer FTC Cashmere uses a Net Promoter Score® (NPS®) survey to assess how likely their customers are to be brand advocates and gauge the quality of their service.

🔥 Why it works: an NPS survey gives visibility into customer satisfaction and loyalty. As a business metric, NPS tends to be used as a predictor of growth—the higher the score, the healthier the relationship with your customers. A healthy NPS means more customers acting as brand evangelists, fueling word of mouth, and generating growth.

NPS surveys also allow you to answer follow-up questions to get more specific answers from your customers, providing a deeper understanding of overall user sentiment. 

14. Razorpay 

Razorpay measures customer satisfaction with the content on their knowledge base

Razorpay, a payments solution company, uses a 5-point customer satisfaction survey (CSAT) on blog pages to gauge whether their knowledge base content hits the mark and provides the necessary information to visitors.

🔥 Why it works: CSAT surveys on important informational pages help you stay on top of your content’s quality. If customer sentiment is negative, it’s a strong indicator that your content doesn’t give customers what they need, and you need to rethink your strategy.

Very often, Hotjar shows us things that the numbers themselves can’t tell us.

Saurabh Soni
Product Manager at Razorpay

Content-focused and product surveys

15. Masterclass

Masterclass collects insights into content demand with their homepage survey

Online learning platform Masterclass uses Hotjar to offer their visitors the opportunity to vote for certain guests to appear on the platform.

🔥 Why it works: this approach to gathering feedback both empowers customers to have input into the kind of content they want to see, and provides your business with valuable insights into trending topics and customer needs to make sure you keep hitting the mark.

🙋If this was your website

You could ask what items to add to your ecommerce line, who to interview on a content-based website, or which features your product should release next—the possibilities are almost endless. 

Once you’ve collected the results, feature any frequently recurring answers as options in your next survey to prioritize your optimizations or content.

16. Kaplan

Kaplan uses a multiple-choice online survey to explore customer motivations for visiting their site

Training provider Kaplan uses a multiple-choice survey to figure out why visitors are exploring their website. 

🔥 Why it works: survey responses like these make it easy to categorize where users fall in the customer journey and help you tailor your website to fit individual experiences. 

This survey not only reveals customer motivations and needs, but also gives visibility into your target market and your website visitors’ user personas.

17. Trivago

Trivago takes a pulse check on whether customers find their help content useful

Hotel booking platform Trivago asks its Spanish customers whether the information on this page was helpful or needs improving. As well as some more standard answers, they also allow customers to choose a final option of ‘I haven’t read it yet.’

🔥 Why it works: this survey gathers insights that can be applied in numerous ways. For example, if most of your visitors select the last option, it would be worth considering delaying the survey from triggering until later in the customer journey. 

This type of survey also helps you keep tabs on existing content and ensure your site is regularly updated, so your content continues to meet users’ needs.

18. Northeastern University

Northeastern University gets inspiration for new content from their customer feedback

In another example of seeking inspiration for new content influenced directly by their customers, Northeastern University asks what additional content they can provide around specific topics. 

🔥 Why it works: getting direction from your customers is an efficient way to drive your content strategy and ensure the material you create is of genuine interest to your target audience.

This survey also strengthens the customer-business relationship, and makes your users feel heard—because they get to see the outcome of the survey results reflected on your site.

19. The British Museum

#The British Museum uses a Likert scale Hotjar survey to gauge visitors’ reactions to their website optimizations

The British Museum uses surveys to check reactions to website optimizations from their visitors

The British Museum used Hotjar to determine if their website relaunch was being received well and find out if further improvements were needed.

🔥 Why it works: engaging your visitors with your website optimizations, and seeking out their opinions during relaunches—or while trialing a new product—is a key way to ensure you make the right changes for the right reasons. 

Asking your users for feedback on a product designed specifically for them is a powerful step in keeping your customers at the heart of your optimizations.

🙋 If this was your website

 You could use a similar poll to investigate the effectiveness of your website redesign process, and use specific follow-up questions to focus on the information you’re particularly interested in. 

For example, you could ask visitors how easy it was to find specific elements or whether they noticed any particular optimizations.

20. Hotjar

Hotjar’s survey appears on an informational page to gather insights for future feature requests

Hi, we’re Hotjar! 👋 We couldn’t write a round-up of survey examples without using one of our very own. In this survey, we ask an open-ended question about potential additional integrations our customers want to see from us.

🔥 Why it works: seeking input from your customers about specific optimizations, feature requests, or product capabilities is guaranteed to keep your business roadmap customer-centric. 

Don’t just guess—letting your users tell you what they need from you, and showing them that their opinion is considered and valued, goes a long way to creating lasting customer loyalty.

Get deeper insights with Hotjar Surveys

By now, you’re probably feeling inspired by the virtually limitless potential of surveys—but if you need a TL;DR version, don’t worry. After collecting feedback via surveys, you’ll:

  • Understand your visitors and what drives them to your website

  • Know what they like and don’t like (and, most importantly, why)

  • Find troublesome pages that need fixing

  • Create better-converting pages

  • Change, update, or revise your content strategy

  • Measure the customer experience (for example, through an NPS survey)

What are you waiting for? Create your first survey with the help of our free survey templates—we promise it only takes a few minutes—and start collecting valuable customer insights right now.

Connect with your customers

Use Hotjar Surveys to discover deeper insights into your user experience.

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