Post-Purchase Survey Examples, Best Practices, and Sample Questions

June 21, 2023
Jace Farran

Don’t miss your chance to get valuable feedback from your customers. Unlock your business’s potential for growth with post-purchase surveys.

Customers are more likely to give feedback after checkout than at any other time. Instead of sending a post-purchase survey by email, strike while the experience is fresh in their minds and show a survey directly on your checkout page!

Post-purchase surveys are great for learning more about your customers’ experience, shopping habits, likes, and dislikes. Customers who have a bad experience are less likely to shop again, making surveys vital for increasing conversions. Alternatively, you can use post-purchase surveys to measure where to spend your advertising dollars by asking where customers heard about you.

By the way, if you're looking for tips on how to add a post checkout survey on your Shopify site, check out our guide.

Post-Purchase Survey Best Practices

Every eCommerce brand should take advantage of surveys for data capture. But first, here are some basic tips and best practices for setting up your post-purchase survey.

5 examples of post purchase survey templates

1. Ask for Post-Purchase Feedback at the Right Time

By post-purchase, we really mean immediately after purchase. Adding a survey widget to your website that asks for feedback immediately after checkout catches shoppers while everything is still fresh in their minds. If a shopper doesn’t provide feedback at checkout, you can certainly follow up in email, but don’t wait until customers get back to their inbox for the initial ask.

2. Keep Surveys Short

Customers may be more likely to give feedback right after checkout, but don’t push your luck. A quick survey should really mean quick. One or two questions work best to ensure customers actually complete the survey.

3. Set a Goal

Make sure marketing survey questions align with your goals.

Are you currently evaluating your marketing budget? That’s the perfect time to ask “How did you hear about us?”

Are many customers abandoning during checkout? Ask for feedback about your checkout process.

Seeing dips in traffic? Ask what other brands shoppers are interested in and figure out which competitors to keep your eye on.

4. Choose Page Placement

While there are lots of site placements you can go with, we recommend a fairly unobtrusive sidebar slider on the corner of the order confirmation page after checkout.

5. Check-In Every 3 Months

What good is data if you’re not using it? Remember to check survey results periodically and use the data to improve your site, checkout process, marketing efforts, etc.

6. Ask New Questions

Keep things from getting stale and rotate your questions every few months. Better yet, target repeat buyers with different questions to get new data on those users.

Post-Purchase Survey Questions

The exact questions you want to ask depend on your goals, but here are some example questions and answer choices to get started.

example of a post purchase how did you hear about us survey

How did you hear about us? 

It’s not always easy to track every traffic source—especially with channels like print and radio. One way to see if you’re spending in the right places is to find out where customers come from using a “How Did You Hear About Us” survey (HDYHAU). The bullet points below provide some sample answer choices for a dropdown menu.

  • Facebook
  • Google search
  • Google ad
  • Twitter
  • Instagram
  • Pinterest
  • Influencer
  • Blog Post
  • Holiday Gift Guide
  • Television ad
  • Radio ad
  • Podcast ad
  • Newspaper/Magazine ad
  • Referred by a friend
  • I was already a customer
  • Don’t remember
  • Other 

Why did you buy from us?

It’s one thing to do a competitor analysis, but getting one for your own customers is even better. You may guess why customers choose you over other brands, but getting that insight firsthand helps you stay ahead.

  • Best Price
  • I am a loyal customer
  • The item I wanted was in stock
  • Free Shipping
  • Fast Shipping
  • I had a promo code
  • Your site came up first in search
  • A friend recommended you
  • Product reviews
  • Other

Who are you shopping for?

Understanding who people are shopping lets you improve your targeted marketing. Jewelry brand Jaxxon was surprised to learn that 80% of their visitors were buying for themselves rather than others. That helped them understand how to market more effectively to their audience.

  • Myself
  • A friend
  • My partner/spouse
  • Mom
  • Dad
  • Sibling
  • Grandmother
  • Grandfather
  • Teacher
  • Coworker
  • Someone Else

What occasion is this purchase for?

Understanding what occasions drive sales can make a huge impact on how you allocate your marketing budget and resources throughout the year. Knowing which occasions and seasons are most popular—as well as how far in advance shoppers buy for them—will help you plan your upcoming marketing calendar.

  • Birthday
  • Baby Shower
  • Wedding
  • Anniversary
  • Retirement
  • Religious Celebration
  • Graduation
  • Mother’s Day
  • Father’s Day
  • Valentine’s Day
  • Christmas
  • Chanukah 
  • Just Because
  • Other

What 3 factors do you consider most when making a purchase?

Having a solid beat on your audience’s priorities will help you set your own. You can ask for more than 1 choice, but make sure you limit them to a few to focus your efforts.

  • Price
  • Quality
  • Shipping Speed
  • Cost of Shipping
  • Brand Recognition
  • Reviews
  • Eco-friendly
  • Color
  • Size
  • Product Description 

More Post-Checkout Survey Questions

Here are some more questions you can ask after checkout, sorted by type of question. Be cautious about asking too many open-ended questions. Answers may be insightful, but they’re harder to sort through and require manual monitoring.

Rating Questions:

  • How satisfied were you with your shopping experience?
  • Overall, how difficult was the checkout process?
  • How easy was our website to navigate?
  • How likely would you be to recommend us to a friend?

Yes or No Questions:

  • Did you contact support at all?
  • Was customer service able to answer your questions?
  • Did you find everything you were looking for today?

Niche Specific Questions

  • What are your favorite brands?
  • What other stores did you consider purchasing from?
  • What podcasts do you listen to?

Open Ended Questions

  • What phrase did you search to find us?
  • What products do you wish we offered more of?
  • How could we improve?

Post-Purchase Survey Examples and Themes

Post-purchase survey pop-ups can be simple or stunning—depending on the impact you want to make. Depending on your brand’s style, you may keep them relatively minimal or add lifestyle images and on-brand colors.

On-Brand Post-Purchase Surveys

A lifestyle image featuring a happy customer hopefully aligns with how customers feel after checking out.

customer satisfaction survey shown after checkout
Every Man Jack uses brand colors and lifestyle images in their post checkout satisfaction survey  to blend in seamlessly with their site.

Surveys for Influencer Attribution

If you’re delving into influencer marketing, surveys can help measure those campaigns. Not only should you list Influencers as an option, but allow users to enter their usernames so you can make sure the referrals receive proper credit.

where did you hear about us survey question
Sensibo uses a survey to see where visitors found out about their site and includes a field for an Influencer’s username.

Exit Survey with Text Input Fields

Adding an input field so users can add their own answers can help customers express themselves. If you get enough similar fill-in answers, you can even use them to improve your survey.

abandonment survey with input fields for other
Expressions Vinyl uses an exit-intent survey to catch users who abandon during checkout.

Ratings Survey

Surveys that ask for a 1-5 or a 0-10 rating help you gather data that’s easy to sort and use. While they don’t provide a lot of specific details, you get a quick beat on how customers feel overall.

post checkout satisfaction survey
Pressed Juice gets feedback from customers who have just finished checkout to make sure they’re satisfied with the process.
post purchase customer experience survey example
This post checkout survey example gives visitors a clear way to opt-out with a “no thanks” button.

Even more friendly than numbers, a smiley face is a straightforward way to gauge how customers feel.

example of a post purchase survey template
a survey with smiley face icon selectors
checkout survey example with faces
purchase process satisfaction survey

Whether you want to know how customers feel about your purchase process or your product itself, these survey templates allow you to get quick feedback without inserting unnecessary friction into the customer experience.

Full-Page Takeover Survey Design

For a big impact, a full-screen takeover pop-up will get attention.

full page customer survey

Simple Survey Design

Alternatively, you can use a simple, unobtrusive survey design that uses neutral colors and text only.

simple survey example with text only
how did you hear about us survey
survey example with scale of 1 to 10

Hopefully, you’re ready to add a post-checkout survey to your website—or at least update the one you’ve got with some new questions!

Post-Purchase Surveys for Shopify, Magento, and More

Ready to launch your Magento or Shopify post-purchase surveys? Digioh's conversion rate optimization toolkit allows you to create post-purchase surveys, quizzes, and other interactive content designed to engage your customers and drive revenue. Already using Digioh? Follow these steps to add a post-purchase survey to your store.

Jace Farran
Head of Demand Gen
Jace Farran is Digioh's Head of Demand Gen with an extensive background in web design. He has direct experience in eCommerce, publishing, and agency settings, working in a wide range of areas, including email marketing, content, and social media marketing. Jace is passionate about providing valuable content and communicating through design. He lives in New York with his family.

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