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What are website survey best practices?

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

Think what you want to learn before you start your first website survey. Goals popular among Survicate’s clients 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. 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:

  • traffic sources (direct, organic, PPC, campaigns etc.)
  • behavior on the website (exit intent, % of the scroll, browsed pages, time spent on a site etc.)
  • characteristics of users (devices they use, language, cookie values, logged v unknown visitors etc.)
  • URLs – create rules where the survey should appear using regex, ‘starts with’, ‘matches’, ‘contains’ etc.

3. Use integrations

If you use tools like HubSpot, Pipedrive, Pardot or Intercom you can use integrations to send collected data to those tools. How can you benefit from it? Integrations with CRMs and mailing systems send generated leads straight to the system you use. Answers collected with Survicate enrich profiles of leads stored in Marketing Automation systems so you can further personalize communication. On the top of that, you can Integrate Survicate with Google Analytics to build custom segments. You can use them e.g. to create personalized retargeting campaigns.

4. Test surveys

You don’t know whether your response rate is good unless you compare it against another survey. Change text on widgets, design, and experiment with targeting to make sure you’re receiving as much valuable feedback as possible. You can even try A/B testing of widgets to make tests easier and more reliable.

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. Design widgets to match your website

Survicate offers two basic designs that match most of the website. However, sometimes it’s worth to change 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 widget design to white. As a result, barely anyone noticed them. Making widgets slightly darker increased response rates immediately.

7. 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.

website survey best practices

8. 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.

As you see, it’s not difficult to follow best practices of website surveys. Using them will help you achieve high response rates and maximize the usefulness of your website survey tool.


Lucjan Kierczak

Head of Marketing at Survicate.