45 website feedback survey questions to find what's broken
This bank contains 45 website feedback survey questions in seven sections: first impressions, navigation and findability, content, design and visual appeal, performance and reliability, conversion blockers, and open-ended discovery. The most useful website surveys are short and contextual — an on-page widget asking one or two questions at the moment of friction beats a long emailed questionnaire. Anchor each survey to a specific page or task you're trying to improve.
How do you use this question bank?
Match the section to your problem. If visitors bounce within seconds, use first impressions. If they can't find things, use navigation. If they reach checkout or signup and leave, use the conversion blockers section. A focused 2–4 question survey tied to one page or task gives you something you can act on; a 20-question site-wide survey usually gives you mush.
Where you ask shapes what you learn. On-page micro-surveys (a small widget triggered on exit intent or after a delay) catch friction in the moment. Post-task surveys (after signup, purchase, or a support visit) capture the experience while it's fresh. Email surveys suit longer reflective questions. Whatever the channel, keep it short and let people skip. A free tool with unlimited responses like Formkii can host an embedded feedback form or a linked survey with rating, NPS, and open-text questions.
| Symptom | Sections to use | Where to ask |
|---|---|---|
| High bounce on landing | First impressions + design | On-page, exit intent |
| Visitors can't find things | Navigation + content | On-page or after search |
| Drop-off at signup/checkout | Conversion blockers | Exit intent on that page |
| Slow or buggy experience | Performance | After the session or task |
| General redesign input | All sections, sampled | Email to recent visitors |
First impressions questions
- In one sentence, what does this website offer?
- Within five seconds of landing, did you understand what we do? (Yes / Somewhat / No)
- How would you describe your first impression of this site?
- Does this site look trustworthy and professional? (Strongly disagree → Strongly agree)
- What was the first thing you noticed when the page loaded?
- Did anything confuse you on the first screen?
- How likely are you to keep browsing after this page? (Very unlikely → Very likely)
Navigation and findability questions
- How easy was it to find what you were looking for? (Very difficult → Very easy)
- What were you trying to find or do on the site today?
- Did you find it? (Yes / Partially / No)
- If you couldn't find it, where did you look?
- How clear is the main navigation menu?
- Did you use the search function? Was it helpful?
- How many clicks did it take to get where you needed to go — felt like too many?
- Is there anything you expected to find but couldn't?
Content questions
- Did the content answer your question?
- Was there information you wanted that was missing?
- How clear and easy to understand was the content? (Very unclear → Very clear)
- Was anything confusing, contradictory, or out of date?
- How relevant was the content to your needs?
- Was there too much, too little, or about the right amount of detail?
- What additional content would have been helpful?
Design and visual appeal questions
- How would you rate the overall visual design of the site? (Poor → Excellent)
- Is the text easy to read (size, contrast, spacing)?
- Did the design feel modern and credible, or dated?
- Were images and visuals helpful, or distracting?
- How well does the design work on your device (phone, tablet, desktop)?
- Did anything about the layout get in your way?
Performance and reliability questions
- How fast did the pages load for you? (Very slow → Very fast)
- Did you encounter any errors, broken links, or pages that wouldn't load?
- Did anything not work the way you expected?
- Were there any moments where the site felt slow or unresponsive?
- What device and browser were you using? (helps you reproduce issues)
- Did any forms, buttons, or interactive elements fail to work?
Conversion blockers questions
- What stopped you from completing what you came to do today?
- Was there anything that made you hesitate before signing up or buying?
- Did you have any unanswered questions at the point of decision?
- Was the pricing or offer clear?
- How confident did you feel that this site is secure and trustworthy?
- What information would have helped you decide?
- If you didn't convert, what would have changed your mind?
Open-ended discovery questions
- If you could change one thing about this website, what would it be?
- What was the most frustrating part of your visit?
- What did you like most about the site?
- How likely are you to recommend this site to others, and why? (0–10)
- Is there anything else you'd like to tell us about your experience?
Trigger an exit-intent survey with a single question — "What stopped you from [signing up / buying] today?" — on your highest-value page. The visitors about to leave are the ones whose answer is worth the most, and one open question at that moment surfaces conversion blockers no analytics dashboard can explain.
Tips for using these questions
- Ask in context: on-page widgets and post-task prompts beat emailed questionnaires for website feedback.
- Keep it to 1–4 questions per intercept; save longer surveys for opted-in users.
- Always capture the task: "What were you trying to do?" turns vague complaints into fixable issues.
- Pair quantitative scores with one open-text follow-up so you know why a score is low.
- Record device and browser when chasing performance or layout bugs.
- Read the open-text verbatims yourself before you tally — the exact words point at the fix.
Frequently asked questions
What questions should a website feedback survey ask?
Start with the task: "What were you trying to do, and were you able to do it?" Then add a couple of questions tied to your specific problem — first impressions for bounce, navigation for findability, or conversion blockers for drop-off. Keep on-page surveys to one to four questions and always include one open-text follow-up.
When should I show a website feedback survey?
Show short surveys in context: on exit intent for the high-value pages, after a key task like signup or checkout, or after a support interaction. Contextual, moment-of-friction surveys get higher response rates and more specific answers than a generic email sent days later.
How long should a website feedback survey be?
Very short. On-page intercepts work best at one to four questions; anything longer suppresses response rates and interrupts the visit. If you need depth, reserve it for an opt-in email survey to engaged users who've agreed to give more time.
How do you find out why visitors don't convert?
Run an exit-intent survey on the page where they drop off and ask a single open question like "What stopped you from completing this today?" Analytics tell you where people leave; a one-question intercept at that exact point tells you why, in their own words.