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  • Writer's pictureAnpar Research

Top 5 Website Survey Questions About Usability

Updated: Apr 4

Top 5 website survey questions about usability

If you want to gather feedback from visitors about your site but don't know where to start then you have come to the right place, where I will go through the top 5 website survey questions about usability. Plus, other valuable questions you can include such as website redesign survey questions or follow-up questions to NPS along with top tips to keep in mind when creating this type of survey.

Website usability surveys enable an understanding of the target audience and what customers think is an accurate reflection of the website content as well as the clarity of the objectives of the website amongst this audience. This voice of the customer feedback helps to optimize websites, improve products and marketing strategies, where these insights will allow for growth of the business. Discussed below are the top 5 website survey questions about usability to give you more of an understanding of the importance of including these questions.

[Disclosure: This post contains affiliate links, meaning we get a commission if you decide to make a purchase through these links at no additional cost to you.]

Question 1: How did you hear about us?

This will not only give you direct feedback from customers to support the analytics data from tools like Google Analytics in finding out where visitors came from but also to fine tune marketing strategies for websites to grow and for a better return of investment.

Survey question example - How did you hear about us?. This is one of the key survey questions for website evaluation.

Question 2: How likely are you to recommend us to friends and family?

This is one of the best questions to include in the survey and enables you to establish and track a loyalty measure called the Net Promoter Score (NPS), which allows businesses to evaluate and improve their customers experience (CX). NPS looks at the customers emotion towards the brand overall rather than a perception based on a single purchase or interaction. Therefore, you can gage whether the customer is a likely advocate of the brand or not and look to improve this with insights from follow-up questions.

NPS is calculated by using the question example below with a 0 to 10 scale and adding all those who gave a score of 0 to 6 (Detractors) and those who score 9 to 10 (Promoters) separately and turn them into percentages of the total audience then carry out the following calculation:

Promoters (9-10) - Detractors (0-6) = Net Promoter Score (NPS)


Q. On a scale of 0 to 10 with 0 being not at all to 10 being extremely likely, how likely are you to recommend WEBSITE to friends or family?

Likelyhood to recommend scale as part of the top 5 essential survey questions for website evaluation

Note the question wording above can be adapted depending on the type of business you have e.g. consumer based or business to business.

Survey question example - How likely to recommend WEBSITE to a friend or family?. This is one of the key survey questions for website evaluation.

Question 3: How easy was it to use our website?

This is a really useful question to have in helping to identify how easily your website visitors can achieve their objectives, so what parts your website is doing well at and what improvements could be made to enhance your website’s usability.

Survey question example - How easy was it to use our website?. This is one of the key survey questions for website evaluation.

Question 4: What was the one thing that almost stopped you from buying today?

This a very valuable question to add, if you are selling products or services through your website and should be asked of customers straight after an online purchase, which helps to resolve any issues and refine your sales funnel.

Survey question example - What was the one thing that almost stopped you from buying today? This is one of the key survey questions for website evaluation.

Question 5: Did you have trouble finding anything?

This is a great question to include, which allows you determine whether or not visitors to your website are able to find the information they require and are able to perform certain actions. If you find a large number of visitors are unable to find what they are looking for, you may want to consider restructuring your website.

Survey question example - Did you have trouble finding anything? This is one of the key survey questions for website evaluation.

Other website survey questions to include

There are more useful questions you could add to website usability surveys, which I have listed below to give you further insights:

  • What is the goal of your visit?

  • What is the most useful feature of our website?

  • What makes us stand out from the competition?

  • Which of our competitors did you consider before choosing us?

  • What other products (or product features) would you like us to offer?

  • How easy was it to complete your purchase?

  • What was the main thing that persuaded you to purchase?

  • What’s the ONE thing missing from this page?

  • If you could no longer use this website, what is the ONE thing you’d miss most?

Website redesign survey questions

  • What do you like the most/the least about our website?

  • If you could change one thing about our website, what would it be?

  • What was the first impression when you entered the website?

  • What would you like to change on our website?

NPS follow-up questions

  • For Passives (gave a score of 7 to 8): What can we do to improve your experience?

  • For Detractors (gave a score of 0 to 6): What was disappointing in your experience with us?

Top 6 tips to keep in mind when creating website usability surveys

1. Limit the number of questions used

For a greater number of completions, it’s best to keep the survey short especially if it’s a pop-up survey on your website.

2. Avoid leading questions

Make sure the questions are neutral to get the best response, where participants can give their honest opinion.

3. Keep to one question at a time

Never try to pack a question with multiple questions such as “and why?”. These questions should be separate.

4. Keep the language simple

By avoiding technical jargon and using plain language makes it easier for all your visitors to understand and participate in your survey. The only exception is if your audience should already be very familiar with the technical terminology such as a survey amongst medical practitioners or IT consultants.

Helps to give context and meaning to the figures from the closed ended questions (i.e. list of options to choose from), which may raise topics that you were not aware of before. However, try to limit the number of open-ended questions to keep the survey short. It’s best to use a maximum of 2 to 3 open-ended questions.

6. Test the survey before it’s launched with other people

It’s best to test the survey with friends or colleagues to help to resolve any issues that may come up and allow you to make improvements to the survey before it goes live.

Time to get started

The most common ways to apply a website usability survey is via a pop up survey after an online purchase or through email and text message to signed up customers. A survey link can also be shared on social media to all followers of the website.

So, if you’re ready to get started with creating and running website usability surveys, why not try these online DIY survey platforms such as JotForm. They are easy to use, intuitive, can be used alongside other apps and relatively inexpensive, where you can use the templates available that can be customised if you don’t want to start from scratch. Also they do more than just surveys, where they have wide array of online forms and templates for apps, approvals, stores, PDFs and more.

This is all explained in this free eBook JotForm for Beginners, which you can download that will explain all there different features to save you time and boost productivity. So why not give it try and see your website grow.

Also if you are looking test new website and landing page designs then you could try running a quick poll with PickFu (50% off first poll with promo code: ANPAR), which is simple and starts at $15, where you can define your target audience within their 15 million panellists for them to compare, rank and comment on your webpage designs.



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