Pop-Up Surveys: Everything You Need to Know [Free Templates]

Collected insights reveal what stops visitors from converting and what they think about your website, service, or product. That’s why it’s so important to run website popup surveys and start collecting enough answers to take your business and customer analysis to the next level. Running website popup surveys are also easy to implement on the website – just a piece of JavaScript code. Let’s dive into a topic.

website popup survey, post image

What is Website Popup Survey?

Website popup surveys are also referred to as an on-site or on-page survey. These are, naturally, surveys you run directly on your website and often relating to the content on hand. There are multiple types available with popup surveys being the most effective allow you to collect feedback from your visitors directly, understand their behavior and motivations, and find out how they respond to your content or offer.

website popup survey question

A website popup survey requires minimal effort to complete, it does not disturb the visitor with a new browser window opening, nor does it direct the visitor away to a different page, in contrast to website intercept surveys.

The visitor can merely answer a short question on the side or leave a comment. No personal information is required hence the visitor is more likely to respond if they are concerned with privacy.

Generally, the potential for collecting feedback with website surveys is significantly larger than with other survey types, especially since it doesn’t require an email database to distribute.

Showing the survey to all visitors on your website means you can expect hundreds of results quickly (although we do not recommend it, more on that later).

Why Using Website Popup Surveys is Important?

Website surveys can fill in where google analytics cant – they can help you understand why visitors behave as they do.

They can be used in many ways, to find out why visitors are doing actions you expected them to, or to generate leads. Below you can find some potential use cases:

  • Collecting feedback on recently redesigned pages. (real-life case study about improving design of a website)
  • Discovering what potential customers of your e-commerce would want you to offer (real-life case study about how to find new business opportunities with website surveys)
  • Post-purchase surveys to discover friction points on your purchase path and fix them to increase conversion rates and sales (real-life case study about how to improve e-commerce website with post-purchase surveys)
  • Free-to-Use Post-Purchase Survey Template

    Free plan available. 100 free survey responses included every month!

  • Website exit survey to find out why visitors are bouncing off your page
  • Free-to-Use Exit Intent Survey Template

    Free plan available. 100 free survey responses included every month!

  • Website usability survey to spot and fix usability issues
  • Free-to-Use Website Usability Survey Template

    Free plan available. 100 free survey responses included every month!

  • Navigation survey to improve website navigation, one of the crucial factors contributing to usability
  • On top of that, with our integrations, you can use surveys to qualify and generate leads and send them straight to CRM’s or Marketing Automation platforms

Website Popup Survey Best Practices

1. Start with defining a goal of running your website survey

To effectively survey your users, you first need to decide what the purpose of your survey is. The great thing about a survey is that you can ask a wide range of questions that don’t necessarily have to be related to one another, but you should have a goal, or a few goals, for your survey, so it doesn’t become an endless stream of questions.

Think about what you want to learn before you start your first website survey.

Goals popular among Survicate’s customers include: learn what products or features visitors want you to offer, what stops them from buying, how they assess a new design, what they would improve on a page etc.

2. Choose the right question type

You can choose between multiple question types, including radio boxes, checkboxes, and text answers. While text answers might provide you with the most interesting answers, they are also more difficult to analyze in large volumes and report lower response rates compared to radio boxes or checkboxes. What you can do about it: at the beginning of a survey, ask for text answers. Find common answers and turn them into answers in single or multiple-choice questions to make analysis easier. You can always add an option to add a comment to those responses.

take a look at the 20 most popular website survey question examples.

They must be easy to understand and presented at the right moment, which leads us to the second factor crucial in a successful survey, which is utilizing targeting.

3. Utilize targeting

Advanced targeting allows you to choose who and when will see survey widgets so you can adjust the message. Take advantage of this. Example: when you want to investigate why people abandon shopping carts, run a survey to target only people who added something to the cart and are about to leave the page. Survicate targeting options include:

  • Based on sources of traffic (direct, organic search, campaigns, referrals, etc.)
  • Based on a page URL – you can set the website survey to appear only on a certain page or pages
  • Based on new or returning visitors (possibility to show surveys to users returning for the X’th time)
  • Based on browser language and geography
  • Based on device – mobile, desktop or both
  • Based on specific behavior: time on page, % of the scroll or exit intent.

Using those options, you can precisely choose who and when will see the popup survey. It allows you to personalize the message by combining targeting options.

Example: You can ask visitors that are landing from a partner page about what services they are expecting to find.

If a visitor spent a significant amount of time on your page, you can ask them if they would be interested in a demo call.

If you run a SaaS company, you can ask new users what industry they come from or what other SaaS tools they use, while visitors that are returning for the 5th time see a question asking about features they would want to see.

4. Design widgets to match your website

Survicate offers two basic designs that match most of the website. However, sometimes it’s worth changing them at least a bit to make it more appealing to your visitors. Just remember one thing: widgets should be easily visible. Why? An example of one of our clients: their website was mostly white and they changed the widget design to white. As a result, barely anyone noticed them. Making widgets slightly darker increased response rates immediately.

5. Regularly review results

Website surveys are not meant to be fired and forgotten. Analyze your results on a regular basis to see what visitors are saying and how your surveys perform. To make it a part of your weekly routine, you can set up reports with an overview of your results to be delivered straight to your inbox.

6. Act upon collected data

Website surveys allow you to learn about your visitors and customers. But the key is to use collected insights to introduce changes on the website or in the communication strategy. Example: when you find out that people abandon carts because of lacking a shipping cost table, add a table and see how it affects their behavior and answers to a new survey.

How to Analyze Website Popup Survey Data

The key to a successful website survey is analyzing the data obtained with a popup and taking appropriate actions, otherwise running website popup surveys won’t benefit you much.

When you collect a meaningful dataset (in most cases, 50-100 answers are enough to spot trends) analyze the responses and draw some conclusions. Then turn conclusions into decisions.

If the results suggest that something should be changed on the website, implement a change, and observe the results.

Furthermore, you can use integrations to send collected data to a CRM, marketing automation, or an analytical tool like Google Analytics. What’s in it for you?

Integrations with CRM’s and marketing automation solutions allow you to collect leads generated through website surveys and enrich your profile database.

Using the integration with Google Analytics, you can build custom segments based on visitors’ answers. Custom segments can be used for more in-depth analysis as well as building retargeting lists.

Advanced Applications of Website Popup Surveys

Analyze results in Google Analytics

How do you analyze the results of your website surveys? I bet you do it within the dashboard of your tool or download .csv or .xls files to analyze them on your computer. There’s nothing wrong with that, I do it myself. But have you ever wondered how people who answer surveys behave on the website? I have. And I use Google Analytics integration to find it out.

This integration allows you to see in GA responses to surveys (they are sent as events). You can create segments of website visitors who engage with surveys and see how they behave compared to all the others. You can also see which traffic sources bring people more likely to answer surveys,

Use CRM and marketing automation integrations

Most of the users use website surveys to collect feedback from website visitors. But you can also use them to collect contact data to turn website visitors into leads. Two-ways integrations allow you to send leads collected with a website survey tool to CRM or marketing automation solutions.

What’s more, you can even use website surveys to enrich profiles of leads already stored in external tools, like Pardot, Intercom, HubSpot, ActiveCampaign or a number of other tools integrated with Survicate. Example: you can use our Intercom integration to add answers to surveys as tags, events or notes to profiles of your customers or leads. Result? The possibility of sending more targeted messages and creating personalized onboarding flow.

Lead alerts

If want to use Survicate or another website survey tool to generate leads on your website, you can also use lead alerts. What is it? Basically, you receive an email every time a person completes a lead form. Thanks to that you can react quickly and contact your new lead. Easy to set up but often overlooked.


Don’t you think it could be useful to ask questions only visitors who answered to one of the previous surveys? Let me explain on a simple example: you’re planning to redesign a website. So you can run a survey to find out what people think about the current design and how they assess it on a scale 1-10. Let’s say a person answers that the navigation is a bit unclear and gives an overall score of 8. Wouldn’t it be valuable to ask this person similar questions after the redesign? It would show you which changes affected user experience in a positive way and which not so much.

Use tagging to do it. Tag people who participate in the first survey. Then you can use those tags to target visitors with another survey. Here’s more on this topic.

Tip: you can also use tags to exclude certain groups of visitors from taking part in a survey.

Single Page App targeting

Single Page Apps are getting more popular but not all website survey tools seem to notice it. So if you have a SPA, make sure the website survey tool you choose supports it, as Survicate does. What’s in it for you? You can precisely target surveys to visitors who are using a certain section on the website.

Example: We use SPA targeting to survey our users and collect their feedback on specific sections of the app, like creating survey logic. What’s the best, when a person navigates from this section to another, the survey can disappear if you want it to.

Support of SPA is especially valuable for SaaS – they can run surveys both on websites and inside the apps.

A/B testing of survey widgets

All A/B tests have one goal – make sure you achieve the best results possible. It usually applies to websites or ads but you can do it with website surveys as well. You can create 2 or more widgets with the same goal but different targeting or copy to see how it affects response rates. You’ll be able to choose the one that provides the highest response rates. Result? More answers from the same amount of website traffic.

Cookie targeting

Let’s say you have a SaaS app and want to surveys only paying customers to ask them a specific question. How can you do it? Targeting surveys to appear only inside the app won’t be effective – there will be also people on trials or free accounts. But if you assign a cookie to pay customers, you can use it to target them. This method is 100% accurate and you can use it to target any groups of visitors or customers, paying customers is just an example – everything depends on how you use cookies.

Learn more about cookie-based targeting.

Response Rate from Website Popup Surveys

Usually, Survicate users report response rates between 3-5% without using targeting. However, when targeting options are fully utilized, response rates can be as high as 58% (Post-purchase surveys typically get the most responses).

When targeting is not used, and all visitors see a survey right after landing on your website, response rates stay at around 1%. Hence we discouraged it earlier.

Of course, the number of answers also depends on the traffic to the website – a highly trafficked website will collect more answers with a response rate of 1% than a small website with a response rate of 60%.

We recommend experimenting with targeting and some more advanced options rather than showing a survey to all visitors entering the website – this provides a higher quality of collected insight and better user experience for visitors who see only relevant questions.

To make sure you use the right questions and targeting options, think hard about what feedback is most valuable and what kind of targets can give it to you.

Play around with targeting to see which settings provide the highest response rates so you’ll be able to maximize the number of collected answers.

Who Can Benefit From Running Website Popup Survey

In smaller companies, often owners or marketing specialists use website popup surveys – not a big surprise as we all know that working in a small company requires multitasking. Such companies can use website popup surveys to gather useful insight into their offer, website usability, design, etc.

Since changes can be implemented quickly, the owner can perform them themselves. If they hired a good marketer he will often be responsible for minor changes to the website and communication strategies, so insights help them get their jobs done.

But who can use and benefit from website surveys at big companies with a strict division of responsibilities and tasks?

Conversion rate optimization specialists

What’s included in a toolbox of a conversion specialist? Usually, an analytical tool like Google Analytics, A/B testing tools like Optimizely, heat maps like CrazyEgg, and session recordings like Fullstory (we have an amazing integration available).

They give you a full understanding of what is happening on the website. But you still don’t know why it is happening.

This is what website popup surveys help you uncover. Ask visitors why they are leaving, how they assess your value proposition, what stops them from buying, how do they feel about the design etc. to get a full understanding of your website visitors’ behavior.

Turn answers into A/B tests and increase the conversion rates of the website you manage.

Tip: Look for a tool integrated with Optimizely or another A/B testing tool to be able to collect feedback on specific variants of your tests.

Product managers

Building a product roadmap is a huge challenge that can decide whether a product or venture is going to be successful or not. It’s challenging to balance the needs of current customers with what potential customers want and a long-term vision of a product.

Collecting feedback from existing and potential customers can help you set priorities.

Don’t just guess what they expect from you and implement features blindly. Find out what they can be interested in and how important this is for them.

This will lead to better adoption of new features and less time wasted on building features people don’t need.

Support managers

How much time did you spend creating materials for your support center? You should be. But it’s difficult to cover everything users can be looking for.

Also, you don’t know whether available materials answer all questions readers have about a specific issue. So use website surveys to find it out and improve the quality of support materials if needed.

Content specialists

How do you source ideas for your next posts? I bet you use tools like Buzzsumo to find trending topics, use a skyscraper technique, or just come up with ideas based on assumed expected needs of your target audience. But aren’t you overlooking one excellent source of ideas?

I’m talking about your readers. They often know what they want to read about. So use website popup surveys to listen to their ideas and create tailored content.

Also, you can use website surveys to collect feedback on your articles – how readers assess them, what elements they found useful and what they want you to improve, etc. Result? Better content and higher satisfaction of users, which leads to more loyal readers and more social shares.

UX specialists

Designing a good UX of a website or an app requires many tests. If you’re serious about UX, I’m sure you start usability tests from early mockups or even before that.

Hint: Get a few people to test interfaces of your competition to look for strong and weak points.

But small-scale lab tests won’t show all the mistakes and problems the user’s face. They can be only revealed by some real users.

While heat maps and session recordings will do most of the job, website popup surveys will fill in the blanks and help you find ideas for improvements, understand why people interact with the design in a certain way, and what causes them problems.

In short, popup website surveys are the best method of collecting valuable insight with the help of your website. Their unobtrusiveness will always work in your favor and the potential for insights collected is limited only by a small wall to decipher with creativity and smartness.

But the benefits, both the instant and the ones you have to work for, are somewhat unmeasurable as they will go as far as you are willing to take them. Give a website survey tool a trial run to get a feel for it.

Lucjan Kierczak

Head of Marketing at Survicate.

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