Form questions
Website feedback questions
Ask three to six on a popup, up to twelve on a dedicated feedback page. Three never come out: what the visitor came to do, whether they found it, and what they were looking for that was not there. The third one is the only question that changes a page, and it has to be open text.
A feedback popup gets one screen and about ninety seconds, so the first two questions have to carry the whole survey. Ask the task and whether it was completed, and everything after that is optional detail you can afford to lose.
The questions
Why they came
What did you come to this page to do?Single choiceRequired
Six or seven concrete tasks plus just browsing. Write tasks in the visitor's words, not in your site's navigation labels.
How did you get here?Single choice
Have you been here before?Single choice
Are you comparing us with something else right now?Single choice
Who are you here on behalf of?Single choice
Did they get it
Did you find it?Single choiceRequired
Yes, partly, no, still looking. The pairing of task and outcome is the whole measure; either one alone says nothing.
How easy was it to find?Single choice
1 very hard to 5 very easy.
How long did it take?Single choice
How many pages did you have to go through?Single choice
Did you use the site search?Single choice
If you used search, did it help?Single choice
What was missing
What were you looking for that was not here?Long textRequired
The question that rewrites pages. A page gets rebuilt when several people name the same missing thing, which a rating can never tell you.
Did any of these get in the way?Multiple choice
Too much text, could not tell what the product does, no price, a broken link, slow to load, hard to read on a phone.
What would have answered your question fastest?Single choice
Was anything on the page confusing or contradictory?Long text
What will you do next?Single choice
Sign up, read another page, search elsewhere, come back later, give up. The give up option is the reason to ask.
Where they are
What are you using right now?Dropdown
Which page are you on?Short text
Ask it if the form is reused across pages, since the response carries no page address of its own.
How would you rate the site overall?Single choice
Your email, only if you want to be told when this page changesShort text
Short text on a classic form. Nothing here opens a support ticket, and the label should say so.
Which questions to make required
Three are required and they are the three that make a response readable: the task, the outcome and the open box. A response saying somebody came to find a price and did not find it is complete without any other field. Making the device or the page address required would cost you responses in exchange for information you can usually infer anyway.
- What did you come to this page to do?
- Did you find it?
- What were you looking for that was not here?
The form built from these questions
A static copy of a form built from part of the bank, exactly as it renders.
Three ways to change this bank
For a documentation or help site, replace the what was missing box with two: what were you trying to do, and what did the article not explain. Help content fails in a more specific way than a marketing page does, and the second question finds the missing step rather than the missing page. For a shorter version, run three questions in a popup: what did you come to do, did you find it, and what was missing. Three questions is the practical ceiling for an interruption, and the third one earns its place. For a follow up wave, do not survey again. Rewrite the pages people named, then watch whether the same complaint stops appearing in the next hundred responses. Continuous collection beats a second wave on a website, because the page changed underneath the respondents.
Questions people ask
How many questions fit in a feedback popup?
Three, four if they are all single choice. The popup is an interruption, and every question past the third raises the chance the whole thing is dismissed. Keep the longer bank for a dedicated feedback page that people reach on purpose, where ten to twelve is reasonable.
When should the popup appear?
On exit intent or after a visitor has been on the page long enough to have formed an opinion, rather than on arrival. A popup shown in the first five seconds interrupts the task the survey is asking about. Never show it twice to the same visitor in a session.
Is website feedback anonymous?
In practice yes, since the form usually collects nothing identifying. That is worth saying on the form, because visitors who assume they are being tracked write less. If you add an optional email field, be explicit that it is only used to tell them when the page changes.
What response rate should I expect?
Intercept surveys convert in low single digits, and that is normal. Volume comes from traffic rather than from persuasion. A page with modest traffic may take weeks to collect enough responses to see a pattern, which is an argument for running the same three questions across a whole section rather than one page.
Why ask what the visitor came to do?
Because satisfaction with a page is meaningless without the task. The same page can be excellent for somebody checking a fact and useless for somebody comparing products. Pairing task with outcome turns a vague rating into a list of jobs the page fails at, which is something a writer can act on.
Should I ask for a rating at all?
Only if somebody will report it. A five point ease rating is worth keeping because it can be trended across a section of the site. A general how would you rate this site question rarely changes anything and takes a slot the open question needs more.
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On writing the questions themselves, read How to write survey questions. For everything the builder can do, see the form maker. Step by step: Create a form with AI, then View, export and manage your responses.
Written and checked by the OneCraft team. Last checked .