What website feedback survey questions should I ask?

The two highest-value ones are what did you come to do and what got in the way. Intent tells you how to judge the visit, and the obstacle question surfaces the fixable gap. The AI follow-ups turn each into a specific location or step.

How do I run this without annoying visitors?

Use the prompt widget on exit intent or after engagement rather than on arrival, keep it to two or three questions, and allow skipping. One response per device stops the same visitor being asked repeatedly.

Can I target specific pages?

Yes. Trigger the widget on the pages where you have a question, such as pricing or a stalling funnel step, and tag the share link by page with ?ref= so you can compare friction across the site.

What do the results look like?

Themes with quotes and counts of what visitors could not find, the intent breakdown, full transcripts, and a plain-language box for asking things like "what did ready-to-buy visitors say stopped them?"

Templates / Website feedback survey

Product · Adaptive interview template

Website feedback survey template

Analytics tells you where visitors dropped off; it never tells you why. You can see the bounce on the pricing page and the abandoned form, but the page cannot explain that the plan comparison was confusing or that the required field asked for something people did not have. The intent behind the click is invisible to any funnel chart.

The questions in this template are written to recover intent and obstacle while the visitor is still on the page. One asks what they came to do, because a site optimized for the wrong task looks fine in the metrics; the other asks what got in the way. The AI interviewer then chases the specific friction: a visitor who says they could not find pricing gets asked where they looked, turning a vague complaint into a navigation fix.

When to use it

As an on-site prompt widget triggered on a key page or on exit intent
After a redesign, to hear whether the new layout helps or confuses
On a high-traffic page with a bounce rate nobody can explain
During a funnel step, such as pricing or signup, where visitors stall

Running it well

Trigger it in context, not on a separate feedback page. The website prompt widget catches visitors mid-task, when the friction is present rather than remembered.
Ask intent first. The same page is a success for a browser and a failure for a buyer, and you cannot judge feedback without knowing which you have.
Do not interrupt on arrival. Fire on exit intent or after some engagement, so you are asking people who actually tried to do something.
Turn on one-response-per-device so a single frustrated visitor does not submit ten times and skew the themes.

The questions, and why they're shaped this way

These are the anchor questions. You can edit, reorder, or add to them; the AI interviewer handles the depth between them.

Multiple choice

What brought you to the site today?

Researching whether this is right for meLooking for specific informationReady to buy or sign upGetting help with something I already useJust browsing

Intent changes what counts as a good experience. A researcher and a ready-to-buy visitor need different things, so this routes the interview toward the friction that matters for each.

Open text

Was there anything you were looking for but couldn't find?

The single most useful website question. The thing a visitor expected and did not find is a concrete, fixable gap, and the follow-ups pin down exactly where they looked.

What the interviewer asks next

Follow-ups aren't scripted. The AI reads each answer and probes what a researcher would. Depending on what a respondent says, it might ask:

"You said you were looking for pricing but couldn't find it. Where did you expect it to be?"

"You mentioned the page was confusing. Which part made you unsure what to do next?"

"You came ready to sign up but didn't. What stopped you at the last step?"

Live demo

Play the website feedback survey interview

This is the real interviewer, not a recording. Answer as yourself and watch the follow-ups adapt to what you write.

Prefer a full window? Open the demo.

Common questions

What website feedback survey questions should I ask?: The two highest-value ones are what did you come to do and what got in the way. Intent tells you how to judge the visit, and the obstacle question surfaces the fixable gap. The AI follow-ups turn each into a specific location or step.
How do I run this without annoying visitors?: Use the prompt widget on exit intent or after engagement rather than on arrival, keep it to two or three questions, and allow skipping. One response per device stops the same visitor being asked repeatedly.
Can I target specific pages?: Yes. Trigger the widget on the pages where you have a question, such as pricing or a stalling funnel step, and tag the share link by page with ?ref= so you can compare friction across the site.
What do the results look like?: Themes with quotes and counts of what visitors could not find, the intent breakdown, full transcripts, and a plain-language box for asking things like "what did ready-to-buy visitors say stopped them?"

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