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Create Your Own Website Feedback Survey Questions: a Guide for Product Managers

As a product manager, you understand the importance of gathering customer feedback to improve your product, service, or website. Feedback surveys are an excellent tool for collecting valuable insights from your users, but asking the right questions is key to obtaining actionable data. This article delves into the art of formulating effective website feedback survey questions, how to ask for feedback on your website, and how to create an online feedback survey.

Identifying the Right Feedback Survey Questions

The first step in creating a valuable feedback survey is to identify the right questions. The questions should be designed to gather insights about the user experience, identify areas of improvement, and understand what users enjoy about your website. Here are some examples:

  1. How easy was it to navigate our website?
  2. Did you find the information you were looking for?
  3. How would you rate the speed of our website?
  4. How likely are you to recommend our website to others?
  5. What improvements would you suggest?

Remember, the goal is to gather actionable data. Keep your questions clear, concise, and focused. Avoid leading questions that may skew the responses in a particular direction.

How to Ask for Feedback on Your Website

Now that you know what to ask, the next step is figuring out how to ask for feedback on your website. Here are a few strategies:

  1. Pop-up Surveys: These can be triggered when a user completes a specific action, such as making a purchase or spending a certain amount of time on a page. They are a great way to gather immediate feedback.
  2. Feedback Buttons: A persistent button or link on your website that invites users to share their thoughts can provide continual feedback.
  3. Email Surveys: If you have a mailing list, consider sending out a feedback survey via email. This allows users to provide feedback at their convenience.
  4. Exit Surveys: These surveys are triggered when a user is about to leave your website. They can help identify why users are leaving without converting.

Creating an Online Feedback Survey

There are numerous online tools available to help you create an effective feedback survey. Tools like SurveyMonkey, Google Forms, and Typeform offer customizable templates that make it easy to design a user-friendly survey.

When creating your survey, remember to keep it short and simple. Long surveys can lead to survey fatigue, leading to incomplete responses or skewed data. Also, ensure your survey is mobile-friendly, as many users browse websites on their mobile devices.

Examples of Asking for Feedback

To help you further, here are some examples of how you can ask for feedback:

  1. “We value your opinion. Could you take a moment to tell us about your experience today?”
  2. “Help us improve your experience. Please share your feedback on our website.”
  3. “Your feedback matters. Let us know how we can serve you better.”

Of course, the wording varies according to your brand and your personal voice as well.


Creating an effective website feedback survey requires careful thought into the questions you ask, how you ask for feedback, and how you present the survey to your users. Remember to keep your questions clear and concise, use a variety of methods to solicit feedback, and make the survey process as user-friendly as possible. By doing so, you will gather valuable insights that can drive meaningful improvements to your website.

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