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Best Post Purchase Survey Questions To Ask In 2022 [Ultimate Guide]

Best Post Purchase Survey Questions To Ask In 2022 [Ultimate Guide]

Post Purchase Surveys are a mandatory weapon for any DTC brand looking to grow in a post iOS 14.5 world.

But you already know that. You've already heard about all the varying benefits Post Purchase Surveys provide ranging from attribution indication to product development idea generation and everything in between. And that's why you're here.

But that begs the question, now what? What is the best way to implement Post Purchase Surveys so that you can maximize responses and ROI? What questions should you ask, in what order and targeted to whom?

You've likely stumbled across individual questions from other lists on what you should ask. And while these questions are certainly useful, they miss out on the context of a broader strategy.

That's why we decided to lean on our eCommerce background and create strategies that accomplish a main objective using Post Purchase Surveys vs randomly surveying customers in a ad hoc manner with no rhyme or reason for why that question is being asked.

Quick Links to jump to a strategy:

  1. Grow Sales
    • How did you hear about us?
    • Why did you buy from us?
  2. Discover New Products + Build Community
    • What new products would you like to see us make next?
  3. Conversion Rate Optimization (CRO)
    • What almost stopped you from completing your purchase?
    • What do our competitors do better than what we do?
    • Was there a specific part of this website that was difficult to navigate?

Strategy 1: Grow Sales

Growing sales in eCommerce can be broken down to the following formula:

Know Where Your Customers Are + Know Why Your Customers Buy = Ability to Profitably Aquire Customers Like Them

In other words, first figure out where your customer hang out. This could be specific facebook groups, forums, TikTok or a myriad of other places.

Then, figure out why your current customers buy from you. What's resonstating with your current messaging that attracts customers? Is there something else entirely that you didn't even realize resonates with customers?

Enter the Post Purchase Survey.

Question #1

Type: Single Response
Targeting: All Customers
Response randomization? Yes
Allow other: Yes

Q: Where did you hear about us?

Possible response options:

  • Facebook Ads
  • Instagram Ads
  • Twitter
  • Influencer
    • Followup Question (Open Ended): Which influencer?
    • This followup question is EXTREMELY powerful for discovering new influencers to work with.
  • Friends & Family
  • Billboard
  • Google Search
    • Followup Question (Open Ended): What did you search?
  • Facebook Group
    • Followup Question (Open Ended): Which Facebook group?
  • Email
  • Word of Mouth
  • Other

The response options should be specific to the channels that you're currently using. What's critically important is that you check "Allow Other" so that a free response other field can be displayed.

Why is this so important? There's no way you're going to know every channel your customers are coming from. That's the point of using a survey to aid in channel discovery. By adding the "Other" field, you allow your customers to tell you exactly which channel they heard about you, regardless whether you added it to the survey or not.

Question #2

Type: Open Ended
Targeting: All Customers

Q: Why did you buy from us?

If the first step to growth is knowing WHERE your customers hang out, the next step is to find out WHY they buy from you.

Normally, companies would go out an hire a consulting firm to conduct this market research.

You don't need this.

Customers every day choose you over your competitors. Ask them why.

You have now Automated Customer Research.

Question #3

Type: Open Ended
Targeting: All Customers

Q: Which other brands did you consider before deciding on us?

This question helps you better understand how your customers view you in relation to your competition.

Putting it together:

You have now automated the collection of arguably the most important data a business can acquire.

The next steps are simple. First look at the replies to the "Why did you buy from us?" question. Use this data to come up with new angles to test on ad creative, landing pages, etc... Every day you'll be getting insights that could lead to huge growth opportunities. You'll never run out of new angles to test.  

Next, look at the responses to your "How did you hear about us?" (HDYHAU) survey. Take these new angles and run ads in channels your customers are saying they heard about you.

The goal is to find more customers that look like your current customers. The best place to find these new customers is in the channels where your current customers hang out.

You may not realize it, but you just built an automated Growth Engine.

You now know where to market & how to market to people in these communities. The last step if to pour gasoline on the fire and profitably scale. And that's the fun part.  

Strategy 2: Discover New Products + Build Community

The biggest risk when launching a new product is working months on end to design, develop and manufacture something new, only to have customers not care and not buy it.

That's why websites like Kickstarter and Indiegogo exist - to de-risk product launches. However, even crowdsourcing solutions aren't as risk free as they used to be. They still require significant startup capital and marketing to be successful (this is based on personal experience and $15k sent down the drain).

What if there was a way to de-risk product launches, build something your customers truly cared about and grow your connection to your community in the process? It's actually super easy and the focus of strategy #2.

Question #1

Type: Multi Response
Targeting: All Customers
Response randomization? Yes
Allow other: Yes
Klaviyo Integration? Yes

Q: What new products would you like to see us make next?

Response options:

  • Add all the product ideas you have on your product roadmap

Followup Question Options:

  • What price would you be willing to spend?
    • This question is perfect for understanding required cost targets
  • What would make this an absolute no brainer purchase for you?

Once again, use the "Allow other" option in order to leverage customer insights for product ideas you may not have even considered.

With our brand, STNGR, we've always been shocked at the level of insight customers will provide us with when given the option to submit an open ended question. Generally, the longer the responses the more passionate the customer.

These customers are great to reach out to as beta testers. They are your brand evangelists. But more on that later.

Putting it together:

That's really it, short and sweet. The key is the follow up questions asking for more information. This is where you'll discover key details that help shape the direction of the product development.

This is what we did in our brand to launch a new product and sell $60,000 in a single day:

After we asked our customers what products they wanted to see us make next, we sent all those responses into Klaviyo and created a custom segment.

As we developed the product (our customers asked for), we would request more feedback through a platform like SurveyMonkey. "What color should be use?", "Do you prefer the logo to go here or here?", "Do you prefer design A or B?"

When prototypes were ready, we'd reach out to those who were the most engaged and asked to have them test out the product. We'd listen to their feedback and make the necessary changes. These customers were elated to be involved and helped drive sales through word of mouth evangelism.

Come launch day, we had a super engaged audience who literally helped build what we were launching and had been waiting for it for months. Cue a record breaking sales day, great reviews and customers who value your brand because you listen to them. Win, win, win.

This strategy is so easy to implement but yet so few do it. Talk to your customers through Post Purchase Surveys, involve them in the process through Klaviyo and sell out on launch day with the support of your loyal brand following.

Strategy 3: Conversion Rate Optimization (CRO)

If your site has problem areas that are hard for customers to navigate, your users will find them. Adding a Post Purchase Survey to collect CRO insights is incredibly valuable.

Of all the visitors to your website, your customers are the ones who were motivated enough to complete the purchase. But, that doesn't mean that their experience was perfect.

Having a strategy in place to automatically collect website feedback is critical. Most visitors will just leave your website if they encounter something that annoys them.

That's why it's so critical to collect these insights from your customers. They will be able to tell you issues that may be causing other potential customers to bounce.

Question #1

Type: Open Ended
Targeting: All Customers

Q: What almost stopped you from completing your purchase?

Quick and to the point. This question gets to the heart of the issue. Knowing why someone almost didn't purchase is worth its weight in gold.

If one customer almost didn't purchase because of an issue, you can rest assured a dozen more would-be customers bounced for the exact same reason. Fix these problems and your conversion rate will go up.

Question #2

Type: Open Ended
Targeting: All Customers

Q: What do our competitors do better than what we do?

What's cool about this question is that it forces your customers (who chose you) to think about all the things they like about your competitors more. The insights you get from this question will help you to fend off competitive threats in the future.

If you start seeing the same answer over and over again, that may signal a deficiency in your own brand. Or, it could be as simple as lack of proper explanation on your website.

Whatever it is, knowing how your customers view your competitors is incredibly helpful for making sure you remain the dominant brand in the eyes of your buyers.

Question #3

Type: Single Response
Targeting: All Customers
Randomization? No
Allow Other? No

Q: Was there a specific part of this website that was difficult to navigate?

Response options:

  • Yes
    • What part? (Open Ended)
  • No

The perfect question to get extremely tactical insights into areas of your website that need improving.

Putting it together:

Together, these 3 questions will not only help turn your website into a conversion making machine, but also help you to better grow your moat.

The fact that these Post Purchase Surveys are always running means that you'll always be on top of UX issues as they happen. Real time data for rapid website enhancements.

Final thoughts:

As you can see, Post Purchase Surveys are extremely versatile. However, most people don't run them with the proper strategy or intent in mind.

By first defining your goal and then running a survey strategy to match that goal, Post Purchase Surveys can be highly targeted to get uniquely tactical insights that are hard to gain elsewhere.

We've battle tested these exact strategies in our mid-7 figure eCommerce brand which is why we know they work.

So pick a strategy, load up some surveys and start sharpening your edge... on autopilot.  

Need a Post Purchase Survey solution? Check out our Shopify App, Easy Post Purchase Surveys and get started for free.