Ask your customers and audience better questions by learning from these 8 survey examples from top companies.
Table of Contents
1. On-page survey from FourMinuteBooks.com
Website: https://fourminutebooks.com/
Survey Type: JTBD (jobs to be done)
Survey Delivery: On-page
Software Used: Right Message
On-page survey example from Four Minute Books, a popular non-fiction book summary blog. Appears on-page (in bottom right corner) during browsing session.
Question asks visitors about their motivations for reading book summaries:
What do you need help with at the moment?
Selecting “something else” leads to more options:
All answers lead to a customized opt-in form to download a PDF of a relevant book summary.
2. CSAT survey from Wilko.com
Website: https://www.wilko.com/
Survey Type: CSAT (Customer Satisfaction)
Survey Delivery: On-page
Software Used: Vision Critical
Customer Satisfaction (CSAT) survey example from UK household goods ecommerce store Wilko.com. On-page survey appears post-purchase (if customer clicks survey prompt), and includes an NPS question.
Survey takes place over 5 pages with no progress bar or indication of length to the customer.
Starts with a Likert scale question about overall customer satisfaction:
Overall, I was satisfied with my wilko.com experience
Then an NPS question:
How likely would you be to recommend wilko.com to a friend or family member?
Next, an open-ended question about improving customer experience (max 2500 characters):
Please tell us what could be done to improve your experience, please give us as much detail as you can
Then, a multiple-choice, closed-ended question about technical issues:
Did you experience any technical difficulties whilst on wilko.com?
Other questions use a rating scale, to rate different website content.
And a multiple choice question:
Were you able to do everything you wanted to do when visiting the website?
Optional prize draw to win £100 gift card is presented at the end of the survey (and showcased at the start).
3. NPS survey from Booking.com
Website: https://www.booking.com/
Survey Type: NPS
Survey Delivery: On-page
NPS survey example from Booking.com, the hotel booking giant. Appears on-page above the menu bar during browsing when logged in.
Standard NPS question is used:
On a scale of 0-10, how likely would you be to recommend our website to a friend or colleague?
4. On-page survey from IKEA.com
Website: https://www.ikea.com/us/en/
Survey Type: UX
Survey Delivery: On-page
On-page survey example from IKEA US, the furniture and home furnishing ecommerce. Appears on-page at the end of a search results.
Initial question is a Likert scale question, using a 5-point scale of emoji faces from sad to happy:
What do you think about this search for “product”?
Clicking on a face loads a follow-up question with multiple-choice answers:
Please tell us the main reason for your rating
Clicking “Submit comments” leads to a thank you message:
5. NPS survey from Wistia.com
Website: https://wistia.com/
Survey Type: NPS (Net Promoter Score)
Survey Delivery: Email
NPS survey example from Wistia, a video software company. Sent to premium customer via email.
Standard NPS question:
“How likely are you to recommend Wistia to a friend?”
6. On-page survey from MasterClass.com
Website: https://www.masterclass.com/
Survey Type: NPS (Net Promoter Score)
Survey Delivery: On-page
On-page survey example from MasterClass, an online education platform. Appears on-page after watching a number of video lessons.
Standard NPS question:
“How likely are you to recommend this class to someone like you?”
7. NPS survey from GiffGaff.com
Website: https://www.giffgaff.com/
Survey Type: NPS (Net Promoter Score)
Survey Delivery: Email
NPS survey example from British cell phone network Giffgaff, using the question:
“Considering your experience with giffgaff, how likely are you to recommend giffgaff to a friend or colleague?”
Standard NPS question with follow-up question targeted to inactive customer:
“Why have you not used your phone?”
Sent via email to active customer.
8. CSAT survey from Eurostar.com
Customer Satisfaction (CSAT) survey example from European train company Eurostar, asking:
“How did you feel about your most recent experience on your journey… with Eurostar?”
Closed question, 0 – 10 multiple choice rating with face emojis for context. Sent via email post-purchase after the customer journey was complete.
Website: https://www.eurostar.com/
Survey Type: CSAT (Customer Satisfaction)
Survey Delivery: Email
9. CSAT survey from Healthline.com
On-page NPS survey example from Healthline, a popular health information blog. Appears on-page during browsing session.
Multiple choice question asks visitors if the article they’re reading is helpful (Yes or No):
Was this article helpful?
An NPS question also appears, asking site visitors if they’d recommend Healthline (on a scale from 0 to 10):
Based on this experience, how likely are you to recommend Healthline to a friend or family member?
Website: https://www.healthline.com/
Survey Type: NPS
Survey Delivery: On-page