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27 popular customer feedback questions

Get closer to your customers and their needs with 27 feedback questions

Market researchProduct feedback

Last updated

28 Mar 2023

Reading time

3 min


Get started with this template today.

Sometimes the hard part of doing customer research is knowing what to ask.

If you've already got a group of customers from which to gather feedback, then you'll want some reliable questions to ask. This survey template features the 27 most popular questions we like to ask customers.

For more information on each of these questions, read the full article here.

With this survey, you'll learn:

  1. How customers describe your offering

  2. Where new customers heard about you

  3. Why customers chose your product

  4. And the ONE thing your website is missing

Make it your own:

  • Tweak each question in the template or add your own

  • Change the color scheme

  • Remove Hotjar branding (with Scale and Business plans)

  • Pick between full screen, pop-up or external link Surveys

Get inspired by 27 customer feedback questions

Knowing what to ask customers is never easy. There are questions that lead customers towards giving a biased result, or questions that tend to only offer unreliable data. Determining what to ask can be a task in itself.

To help you get started, we've built this template which features our top 27 questions that we love to ask customers to gather their feedback.

In the template, you'll find questions that will help you understand how to improve your site, what's missing in your product, and whether customers would recommend you to others.

So, go ahead and download the template. Once you've set it up, you'll be able to pick the questions that work for your customers and remove all the ones that don't.

3 questions you’ll be able to answer

1. What is the customer's buying experience? 

All too often we view our product through rose-tinted glasses. We only see the positives. But that's not always the case for our customers. Perhaps their browser takes longer to load, or the mobile experience on a certain device isn't optimized. This question will help you identify all the areas you need to improve.

2. Why do customers pick our product?

What are the reasons that convinced customers to take the plunge and actually buy your product? This question will help you discover the real reasons your customers picked you over your fellow competitors.

3. What would make the service even better?

Perhaps you're happy with the way you serve customers, but that doesn't mean there's no room for improvement. One of the questions in this template asks "how could we have gone above and beyond?". That'll provide a window into what delights your customers, giving you valuable nuggets to make your service even better.

Set up the customer feedback survey in seconds

Getting started with the customer feedback survey is fast and easy. Start by clicking the ‘Get started with this template’ link at the top of the page. 

On that page, you’ll be asked to create an account and verify your email. 

After you’ve verified your email, you’ll be taken straight to the survey template which will be ready for you to send out to customers to start collecting insights. 

However, you’ll also have the option to install the Hotjar tracking code on your site. This tracking code will allow you to host the survey live on your site rather than via an external URL. This might be useful if you want to show the customer feedback survey to users on a certain page. It’ll also mean you’ll be able to access all four of the Hotjar features.

Don’t worry, installing the tracking code won’t slow your website down. And it doesn’t cost you anything (our free plans are free forever). So, to set up your full Hotjar account and install the tracking code, follow these steps.


Get started with this template today.