Website Usability Survey: Definition, Questions, Template

Many factors contribute to website usability – from clear navigation to responsiveness and accessibility on different browsers to the ease of readability and clearly visible calls to action. A usable website is key to high conversion rates. With confusing menus and illegible layout, you can forget about conversions – no one will ever trust a not user-friendly website. Do you want to make sure that your website is easy to use or you suspect some problems? if yes, you need website usability surveys!

usability survey

What is a Website Usability Survey?

Website usability survey is a method of collecting feedback from website visitors to assess website usability. Visitors browsing your website are presented with a small survey asking about their thoughts on the website’s usability.

How Website Usability Surveys Help Create Better Websites

What are the elements that work well and what do visitors like about your website? What problems visitors face and what causes them? What would they improve? Does the website look and work well on their devices?

Website usability surveys will help you find answers to all such questions. Collected insights will help you improve the usability of your website.

Making sure your visitors enjoy interacting with the website is one of the keys to securing high customer satisfaction ratings. Furthermore, if done well, it drives brand awareness, traffic, and – most importantly – boosts conversion rates.

Free-to-Use Website Usability Survey Template

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Answers will show you what elements are working well and what should be improved. To achieve the most reliable results, a website usability survey should be combined with quantitative analysis conducted with tools like Google Analytics. In GA, you can see which pages are underperforming (high exit rates, short visit duration, etc.).

Start with triggering a survey there to solve the most important problems. Combining qualitative and quantitative analysis will provide a holistic understanding of what is happening on your website and what visitors are doing.

TIP: You can integrate Survicate with Google Analytics to see survey responses in GA. Here’s more about our Google Analytics integration.

Website Usability Survey Questions

#1. What task did you want to accomplish on this website?

Essentially – people come to your website for some purpose. Ask your visitors about their intentions on your landing page. Maybe you have chosen confusing keywords or people didn’t fully understand the nature of your services?

You can’t expect users who came to your website by mistake or who have been misled to convert.

#2. Were you able to find the information you were looking for on our website?

Usability survey question example about finding information on the website

Another website usability questions dealing with customer’s expectations. With the rising popularity of content marketing, it is getting more and more important to deliver value and precisely targeted content.

If you promise something with your blog post (5 ways to lower your electricity bills for example), make sure you give visitors what you promised.

If someone is looking for help or Q&A, provide them the best way you can. You want to provide visitors with all they need – if you manage to do that they will not leave your website unsatisfied and are more likely to return.

#3. How clear is our website?

Your customers don’t know your services as good as you do. Be prepared that something fully clear and comprehensible for you maybe not clear to customers.

Are your visitors are complaining about issues with the clarity of your website? Then you should consider usability testing and redesign. Listen to the voice of customers – they pay your bills.

#4. How can we improve our website?

An open website usability question to crowdsource valuable tips to improve your website. There is always room for improvement and website optimization is a never-ending, ongoing process.

But after dozens of tests, you can get stuck and simply get rid of all ideas that you can change on the website to improve its usability. So ask your visitors about it and turn their ideas into tests.

If your visitors can openly write what you can make better, you can expect to get interesting insights and surprising tips.

#5. Why have you decided to exit our website?

There are many reasons why users leave your website. They might have accomplished what they wanted, got bored, or have not found what they were looking for.

This simple question can help you discover their reasons and act if it turns out that your website doesn’t meet expectations. If users exit after accomplishing their goals and are satisfied with your services – good for you!

TIP: Use exit intent surveys to trigger a survey when a visitor is about to leave the page.

How to Create Website Usability Survey in 3 Steps

Running a survey to assess website usability is not difficult. In fact, to get an overview of what problems people have, you just need 3-step in a survey.

  • Did you encounter any problem with website usability during your visit?

Dead simple question. Use skip logic to show a different next step to visitors who give a different answer. Those who answer ‘No’ should see a ‘Thank you’ message and those who answer ’Yes’ should see the following question.

  • Please describe it. You will help us improve our website.

Use the text field to collect users’ stories on what problems they faced. And that’s basically it. Even a few answers to these questions can greatly help you improve website usability. Just don’t forget to add the last step, a ‘Thank you’ message.

  • Thanks for your feedback!

You don’t need anything more to get an overview of your website usability.

Take into account the fact that website surveys uncover not all insights that can be important to improving website usability. A great way to complete an analysis of answers given to surveys is to use session recordings. They will show you on which pages users get lost and which elements don’t work as expected.

Also, if you can consider running usability tests to find out how people who visit your website for the first time assess it and what frustrates them. Running those tests is especially valuable early when you’re still working on website design and it’s not publically available.

How to Run a Website Usability Survey

The best way to conduct a website usability survey is to use website surveys. You can precisely choose who and when sees them so you can personalize messages. A simple example: you can run a survey on a recently redesigned website to find out what people think of it and how they assess its usability. Sometimes it turns out that people don’t understand all novelties and are confused (a real-life example Improving design of a website – Nationale-Nederlanden case study).

Also, you should consider running an exit survey on websites that report high bounce or exit rates (use Google Analytics to find them). A high bounce rate often means that something there is not working as expected or visitors face problems and it causes them to leave.

Free-to-Use Exit Intent Survey Template

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Start with pages the most important to your business, like a registration form or checkout. Answers will show you what causes visitors to leave. Turn those answers into changes on the website and compare results (in Google Analytics and another survey).

Summary

Running website usability surveys is a no-brainer that can lead you to improve your website significantly. Paired with session recordings, usability surveys can mostly replace usability tests. With insights about user experience collected directly from customers, you can quickly eliminate pain points in the conversion process.

Run Website Usability Surveys For Free

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And let’s finish this post with an example of a website whose usability might be questionable. Make sure your website doesn’t look like this and its usability is better.

Bad usability website example


Lucjan Kierczak

Head of Marketing at Survicate.

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