E-Commerce App Onboarding & Activation Friction Assessment

Welcome! This survey asks about your experience using our app — from your initial impressions through your recent usage. Your responses are confidential and will be reported only in aggregate. There are no right or wrong answers; we're interested in your honest opinions. The survey takes approximately 12 minutes. Your participation is voluntary and you may stop at any time.

How long have you been using our app?

• Less than 1 month
• 1–3 months
• 4–6 months
• 7–12 months
• 1–2 years
• 3+ years

Thinking back to your first two weeks using the app, which of the following, if any, first made its value clear to you? (Select all that apply)

• Placed my first order successfully
• Found exactly what I needed quickly
• Used filters or sorting to narrow choices effectively
• Saved items to a wishlist and saw useful reminders
• Checkout felt fast and predictable
• Discovered helpful reviews or photos
• I haven't experienced a clear moment of value yet
• Other (please specify)

How easy was it to browse and find products you were interested in?

In the last 30 days, where did you experience friction? (Select all that apply)

• Search relevance
• Filters or sorting
• Product information accuracy
• Coupons or promotions
• Cart or checkout bugs
• Payment declines or errors
• Delivery date estimates
• Returns or exchanges
• Customer support responsiveness
• App speed or loading times
• Notifications or email relevance
• Other (please specify)
• No friction in the last 30 days

Which single improvement would most reduce friction for new users? (Select one)

• Better search relevance
• Stronger filters (size, availability, price)
• Clearer fees and shipping information on product pages
• Faster guest checkout
• More payment methods
• Better product photos and reviews
• Smarter onboarding tips or recommendations
• Simpler returns process
• Live chat or faster help
• Other (please specify)

What is one small change that would most improve your experience with the app?

Which platforms do you primarily use to access the app? (Select all that apply)

• iOS app
• Android app
• Mobile web
• Desktop web

Thank you for completing this survey. Your feedback helps us improve the app experience for everyone. Your responses are confidential and will be used only in aggregate.

In the last 30 days, how often did you use our app?

• Multiple times per day
• Daily
• Several times a week
• About once a week
• Less often

Approximately how long after first using the app did you reach that moment?

• Same day
• 1–2 days
• 3–7 days
• 8–14 days
• More than 14 days

How easy was it to evaluate products (e.g., photos, descriptions, reviews)?

How much did the most significant recent issue delay your ability to get value from the app?

Please rank the following improvements by how much they would speed up a new user's path to getting value. (Drag to reorder, most impactful first.)

1. Improve search relevance
2. Enhance filters and sorting
3. Show fees and shipping costs earlier
4. Streamline checkout
5. Expand payment options
6. Improve product content (photos, descriptions, reviews)

We'd like to explore your experience a bit further. An AI moderator will ask a couple of follow-up questions based on your earlier responses.

What is your age range? (Optional)

• Under 18
• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Approximately how many orders did you place in the last 30 days?

• 0
• 1
• 2–3
• 4–6
• 7–10
• More than 10

Before that moment, which of the following issues, if any, slowed you down? (Select all that apply)

• Account setup or verification requirements
• Finding relevant items
• Filters or sorting usability
• Product details or photo quality
• Price transparency or unexpected fees
• Promo codes not working as expected
• Shipping options clarity
• Payment methods availability
• Checkout speed or reliability
• Trust or safety concerns
• Something else (please specify)
• I did not encounter any blockers

How easy was it to complete checkout and payment?

Please describe what happened and where in the journey the issue occurred.

Based on your responses in this survey, is there anything else you'd like to share about your experience with the app?

What country or region do you live in? (Optional)

• United States
• United Kingdom
• Canada
• Australia
• Germany
• France
• India
• Brazil
• Mexico
• Japan
• Other

Please briefly describe the most significant blocker you encountered and what made it difficult.

How easy was it to track your order and understand delivery timing?

What is your gender? (Optional)

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

Thinking about your early experience, how clear was the path from signing up to getting value from the app?