On-site surveys

Surveys running on your site capture users' minds while they're actively interacting. Different from post-hoc interviews.

Question types

• Single question exit survey: 'What stopped you from completing?'
• Rating + follow-up: 'How useful was this page?' (1-5) + why
• NPS: recommend likelihood

When to show

• Exit intent
• After action (post-purchase)
• After scrolling 50%+ (engaged users)

Tools

• Hotjar, Qualaroo, Typeform, Intercom, in-product surveys

Avoid

Long surveys. Users bail.

What to do with this

• Keep surveys at 1-2 questions max, longer surveys drop completion below 10% and produce biased data
• Trigger surveys at meaningful moments, post-purchase + exit-intent + cancellation are the highest-signal trigger points
• Ask one specific question per trigger, "what almost stopped you?" beats generic "how was your experience?"
• Feed survey insights into copy rewrites, the exact phrases customers use outperform phrases your team invents
• Rotate survey questions quarterly, same question every week gets the same answer, rotation surfaces new insights