Q01
Message
All templatesProduct & UX
E-commerce Win-Loss & Competitive Gap Survey
Diagnoses why power users complete or abandon purchases, benchmarks competitor performance across key dimensions, and surfaces priority product gaps to guide retention and conversion strategy.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
21 questions · ~10 min
Q02
Dropdown
In the past 3 months, approximately how many orders have you placed with us?
- 10+ orders
- 5–9 orders
- 2–4 orders
- 1 order
- 0 orders
Q03
Multiple Choice
Thinking about the last time you shopped with us in the past 30 days, what was the outcome?
- Completed a purchase with us
- Compared options then purchased with us later
- Purchased from another retailer
- Decided not to buy at all
- Could not find the right item
Q04
Multiple Choice
Which other retailers did you seriously consider for that purchase? (Select all that apply)
- Amazon
- Walmart
- Target
- eBay
- Brand website (manufacturer direct)
- Another online marketplace
- Social commerce (e.g., Instagram, TikTok Shop)
- I did not consider other retailers
Q05
Multiple Choice
Where does our shopping experience most need improvement? (Select all that apply)
- Search relevance
- Filter and sort options
- Stock availability
- Price competitiveness
- Fees or shipping costs
- Delivery speed
- Product details and images
- Review quality and quantity
- Checkout friction
- Returns process
- Customer support responsiveness
- Loyalty or rewards value
Q06
Long Text
Based on your responses in this survey, please share any additional thoughts about your shopping experience with us — what we do well, where we fall short, or what would make you more likely to choose us.
Q07
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q08
Message
Thank you for completing this survey — your feedback directly helps us improve your shopping experience!
Q09
Multiple Choice
Which of the following factors most influenced that outcome? (Select up to 3)
- Price / total cost
- Product availability
- Delivery speed or options
- Delivery cost
- Promotions or discounts
- Product information and reviews
- Checkout ease
- Returns and policies
- Customer support
- Trust and safety
- Past experience with us
- Other
Q10
Dropdown
Of those, which was the single strongest alternative to us?
- Amazon
- Walmart
- Target
- eBay
- Brand website (manufacturer direct)
- Another online marketplace
- Social commerce (e.g., Instagram, TikTok Shop)
- Other
Q11
Ranking
Rank these potential improvements in order of how much they would increase your likelihood of purchasing with us. (Drag to rank your top 3)
- Lower total cost (including shipping)
- Faster delivery options
- Better search and filters
- Clearer product info and visuals
- Smoother checkout
- Stronger loyalty or rewards program
Drag to rank
Q12
AI Interview
We'd love to understand your experience in more depth. An AI moderator will ask a couple of follow-up questions based on your earlier responses.
Q13
Dropdown
In which region do you primarily live?
- United States
- Canada
- United Kingdom
- European Union
- Australia / New Zealand
- India
- Latin America
- Middle East / Africa
- East / Southeast Asia
- Other
Q14
Opinion Scale
How satisfied are you with that shopping outcome?
Scale: 1 – 7
Min:Very dissatisfiedMax:Very satisfied
Q15
Long Text
Please name the other retailer you considered.
Q16
Opinion Scale
How likely are you to choose us the next time you need to make a similar purchase?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q17
Dropdown
What is your gender identity?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q18
Multiple Choice
In which of the following areas did that retailer outperform us? (Select all that apply)
- Lower prices or better value
- Wider product selection
- Faster delivery
- Lower shipping costs
- Better product information and images
- Easier checkout process
- Better customer reviews
- Stronger return or refund policies
- More responsive customer support
- Better loyalty or rewards program
- Greater overall trust
- None — we outperformed them overall
Q19
Long Text
If you prefer to self-describe your gender, please enter it here.
Q20
Dropdown
What is your total annual household income (USD)?
- Under $25,000
- $25,000–$49,999
- $50,000–$99,999
- $100,000–$149,999
- $150,000–$199,999
- $200,000+
- Prefer not to say
Q21
Multiple Choice
What device do you most often use to shop with us?
- Desktop or laptop
- Mobile app
- Mobile web browser
- Tablet
- Other
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
Why this template
What this template is built to do — we found no directly comparable template from other survey tools to review.
What sets it apart
- Diagnoses actual purchase outcomes (completed vs. abandoned) and the specific factors behind them, rather than just measuring general satisfaction
- Benchmarks named competitor retailers directly against us across specific performance areas, then asks respondents to rank which improvements would most increase their loyalty
- Includes an AI follow-up interview that can adaptively probe respondents' open-ended feedback in more depth than a static open-text box allows
- Captures rich qualitative context (open-text on the competitor considered, open-text on overall thoughts) alongside structured quant questions, giving both benchmarking numbers and narrative detail on why users chose competitors
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
Related templates
More studies from the same category.
Product & UX
Mobile Shopping App Usability Assessment
Measures mobile commerce app usability across navigation, task ease, and checkout experience to identify friction points and prioritize UX improvements. Designed for current app users who have shopped within the past 30 days.
View templateProduct & UX
UAT Plan Clarity & Feedback Loop Effectiveness Survey
Assesses User Acceptance Testing plan quality, feedback loop efficiency, and release confidence from the perspective of UAT participants. Designed for QA, product, and engineering teams seeking to diagnose process gaps and prioritize improvements.
View templateProduct & UX
Website Navigation Findability Tree Test
Measures how intuitively users locate key tasks within a website's information architecture. Use this to validate navigation labels, identify findability gaps, and prioritize structural improvements.
View templateProduct & UX
Post-Task Usability & Ease Survey (SEQ)
A post-task usability instrument using the validated Single Ease Question (SEQ) to measure task completion, perceived ease, and satisfaction. Ideal for UX researchers conducting moderated or unmoderated usability studies who need benchmarkable ease-of-use data alongside qualitative insight.
View templateProduct & UX
Faceted Search & Filter Usability Evaluation
Evaluates the discoverability, relevance, clarity, and control of search-filter experiences from the end-user perspective. Ideal for UX researchers and product teams seeking actionable feedback on faceted navigation.
View templateProduct & UX
Product Recommendation Experience & Personalization Survey
Measures user satisfaction with recommendation relevance, perceived control, and content diversity. Designed for product teams optimizing personalization engines and recommendation UX.
View template