On-demand webinar

Get your website visitors to talk. Capture VOC that truly matters with website surveys.

Learn where on your website to ask questions. Find out which survey questions to ask and who to target them at. Uncover the why behind user actions.

Your website visitors can be a great source of feedback and insights. Don’t miss out on what they want to say.

Capture feedback from website visitors in real time. Learn where on your website to ask questions. Find out which survey questions to ask and who to target them at. Uncover the why behind user actions.

You will learn how to:

  • ikona Install widget surveys on your website seamlessly;
  • ikona Capture your visitors at exactly the right time;
  • ikona Use the different targeting options;
  • ikona Discover the best ideas for questions so you can improve activation, conversion and optimize your website.

More resources:

Webinar slides

Hosted by


Customer Education Specialist



Nicholas: Hi guys, Nicholas here from Survicate. I’m a customer education specialist at Survicate and I’ll be your host today. 

In this day and age, collecting customer feedback is a must. If you don’t do it, then you’re missing out on fantastic insights and ideas. And as a result, probably losing money.

In this webinar, you’ll learn how to capture feedback from website visitors in real time. I’ll discuss:

1. Website surveys installation – how to get them to appear on your website.
2. The different targeting options explained – who to target.
3. Where to show surveys and design options.
4. Showcasing the best examples of widget surveys as used by our customers.


I just want to stress that you’ll be good to go in a few quick clicks. The installation is quick & easy. Just head over to Settings -> Tracking code. From there, you can either get your developers to install the code or use one of the available automated options. Or copy and paste the code manually.

Here’s how it works in WordPress: You just go on to ‘Plugins’, search for ‘Survicate’ and hit ‘Install’.

As simple as that. Based on the rule: ‘Set it and forget it’. Now all the magic is done in the Surviate panel. That’s where you’ll create your widget surveys .


Let’s see how to create a website widget survey from start to finish. You can ask all sorts of questions and survey pretty much everyone. But you feedback will only be meaningful and useful if you ask the right people.

Suppose you want to ask someone how they found your site. A landing page is a perfect place for such a question. And you’ll want to make sure you’re targeting a person who has visited your website for the first time.

This is easily doable with Survicate. While in the panel, click ‘Add new survey’, pick ‘Website or web app widget’, Pick the right question type, type in your question. Then click “Settings” and select “Where should the survey appear” and “Who should see your survey”?

That’s a very simple example. It just goes to show to three extremely important factors you need to consider before your survey goes live:

a) Where on your website to ask questions?
b) Which questions to ask?
c) Who to target?

Here are the detailed targeting options explained. Just so you have an idea of what you can achieve with Survicate. 

Also, you can get your developers to trigger surveys based on javascript events or custom attributes. This provides endless possibilities. You can show up a survey based on any visitor action.

Suppose someone has visited page back and forth, scrolling up and down. They’re clearly confused, so you’d like to help. You can trigger a survey based on that behaviour. Here’s how.

Where to show surveys and design options

Before you start creating a survey and choosing survey questions, you need to think about what you want to achieve.

The questions you’d like to ask are very important, but equally important is the place where you display your surveys. To find out where is the best place to ask your questions, try asking yourself:

a) Which sections of your website are essential to your business?
b) Which over or underperforming sections of your website could do with additional insights?
c) What is the most common friction point that you’ve discovered in your funnel?
d) Which page fits best the nature of your question?

For examples, questions along the lines of “What is the goal of your visit?” and “Did we meet the goal of your visit?” are best asked on your homepage

Figuring out where to ask questions is the first key to getting meaningful, actionable responses that will help you improve and progress.

I’ve shortlisted some examples of where it is best to display widget surveys:

Landing page surveys.

Did you find the information you were looking for?
What’s the one reason for switching from from X to A?
Where exactly did you hear about us?

If you get your landing pages right, then the visitors will likely check the rest of your of your website.

You can combine quantitative data (how well your landing pages convert) with qualitative data (what can you improve). You can obtain this data from surveys. It is worth investing a lot of time and energy in getting your landing pages right. You can find out what’s unclear to your visitors, what other information they are looking for.

Pro tip: run a survey when they’ve been on the page long enough. You don’t want to distract them.

2. Main page surveys.

Where exactly did you hear about us?
Invitation forms.
How well do you understand our value proposition?

You need to be careful not to put off and discourage your visitors. Otherwise, they will discontinue visiting your website.

In general, it may be too obtrusive, but you can use these if you’re bent on getting the highest response rate possible.

3. Post-purchase / success / checkout / surveys.

What was the main thing that helped us win you over?
How disappointed would you be if you could no longer use our service?
What’s the one thing that made you choose us over our competitors?

What better moment to capture a visitor than when they’re happy? You don’t necessarily need to run these after someone purchased your product. You can target users who just signed up for your webinar or started using your application.

You can find out what makes you stand out from the competition, and whether there was anything in the experience that almost stopped them from signing up/buying.

Make sure you trigger a survey right after a given action has been completed so you get the most meaningful responses. People are more likely to respond if the experience is still fresh in their minds.

Post-purchase surveys will let you determine any potential areas of improvement. Perhaps there are some stages of the customer journey you could improve on.

You could ask questions to the effect of “Was there anything that almost stopped you from purchasing?”. Make sure to trigger a survey as soon as a customer has completed a desired action.

4. Cancellation / churn page surveys

This mostly relates to SaaS or subscription-based companies. Let’s face it, no-one enjoys the prospect of losing a customer or wants them to pay less. Cancellation or churn surveys afford you the rare chance to uncover the why behind user actions.

You will be able to increase your retention rates in the future, you’ll get to discover what prompts people to quit.

You can run cancellation surveys both in your web application and on your website.

Open-ended questions will encourage people to leave honest feedback, especially if you make it clear that’s what you’re looking for, as in:

Would you mind telling us what made you quit? Please say it openly – we rely on your honest feedback.

5. Lack of activation / frequently abandoned pages

What’s stopping you from upgrading your account?
Have you found what you were looking for?
What’s the one thing stopping you from giving us a try?

There are countless reasons why people leave a website. This topic is so broad it probably calls for another webinar. Most people stick around less than 15 seconds. That’s how long you have to spark interest and capture someone’s attention.

You can shortlist pages that see the highest abandonment or exit rates. You will not want to distract your visitors before they’ve managed to read the entire content. Pick pages there are not performing well, where people are expected to take action. You’ll need to set a target – when you’d like a survey appear so it does not prevent visitors from reading the entire content. One way to do this would be to trigger a survey after a user has been on long enough or they’re about to leave.

You can use these surveys in your application and on your website alike.

It will shed light on why users are not activating or leaving your website too early.

Design options

You just wanted to briefly tell you that Survicate gives you a lot of flexibility and freedom when it comes to design. You can customize your surveys however you want. So they are in line with your company’s branding.

You change colours, upload logos, save and switch between themes. You can also apply custom CSS. You’ll then have full control over your surveys’ design.

Showcasing the best examples of widget surveys as used by our customers.

Now that you know you’ve seen some ideas on where to ask questions, who to target, and which survey questions it’s worth asking, let’s see how Survicate customers do it.

Survicate is used by the likes of Atlassian, Sendgrid, Pipedrive or PizzaHut. 

I’ll be showcasing the most effective website surveys, without telling you specifically which our customers run these. We’ve known them to work very well. Q- question. W – where.

Q: How exactly did you find us?
W: landing page, home page

Don’t provide a list of pre-selected options. Rather, make this an open-ended question. That way, responses will be more genuine and insightful. Perhaps you’ll uncover a new incoming source of traffic to your website.

Q: What was the biggest difficulty you had before purchasing?
W: Post-purchase page.

Find out about the reservations, potential friction points your customers have before purchasing. They ended up buying from you anyway, so you’re more likely to get responses.

Q: What’s the one thing that’s stopping you from using our service? Please be honest.
In-app survey, high abandonment survey

Gain insight into why your users fail to activate. It may turn out they haven’t had enough time to test you out, or will point out some interesting areas for improvement.

Q: How helpful is this content?
W: blog page

You won’t be able to tell just from quantitative data whether all that effort you put into producing content pays off. Whether your blog articles appeal to your visitors.

Use a rating question, and then an open-ended one. You’ll find whether your articles have genuine value to visitors.

Q: What’s the one thing that made you purchase?
W: Post-purchase.

Find out what you’re doing right and then double down on those factors.

Q: What are the things we could have done differently? Your honest feedback will help us a great deal!
W: Cancellation page.

Q: What’s the one thing you’d like to see on this page?
W: Landing pages, high-exit pages, product, blog pages

Uncover if there’s any information that’s missing from your pages, that your visitors would expect to see. Perhaps they were looking for something they couldn’t find.

Q: If we could do it, what we should do to create a WOW effect?
W: Post-purchase, success pages, landing pages

This can be one of the follow-up questions of your regular NPS survey. Make sure to target your delighted and unhappy customers alike. Asking a question like that will make your customers feel taken care of. You’ll go the extra mile to secure the highest customer satisfaction possible. No more guesswork. You’ll find what your users really need from you.


These are just some of the real-life examples of website surveys you could be running.
Just a quick summary before we launch the QA sessions.

1. To get surveys to appear on your website, just install our tracking code. This can be automated and you can do it in a matter of seconds.

2. To get the right insights from the right people you need to ask yourself:

a) Where on your website to ask questions?
b) Which questions to ask?
c) Who to target?

3. The most common spots for website surveys are:

Landing page surveys 

Home page surveys 

Checkout-out, post-purchase, success surveys 

cancellation / churn page surveys, frequently abandoned pages