Q01
Message
All templatesProduct & UX
E-Commerce Experience & Retention Survey
Measures online shoppers' goal completion, friction points, competitive behavior, and retention drivers to prioritize high-impact UX and service improvements.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
15 questions · ~8 min
Q02
Multiple Choice
Approximately how often have you made a purchase on our site in the past 3 months?
- This was my first purchase
- 2–3 times
- 4–6 times
- 7–10 times
- More than 10 times
Q03
Multiple Choice
Which, if any, of the following issues did you experience on our site in the past 30 days? Select all that apply.
- Prices or fees felt too high
- Confusing or inconsistent pricing
- Items out of stock
- Search results not relevant
- Limited or clunky filters
- Product details or reviews were insufficient
- Promo code didn't work
- Checkout was slow or confusing
- Payment problems
- Shipping was slow
- Shipping cost too high
- Returns or exchanges were difficult
- Customer support didn't help
- None of the above
Q04
Ranking
Rank the following potential improvements by how much they would improve your experience shopping with us (1 = highest impact).
- Lower total price (items + shipping + fees)
- Faster, more reliable delivery
- Better search and filtering
- More detailed product info and reviews
- Simpler, faster checkout
- More payment options
- Easier returns and exchanges
- Stronger loyalty rewards and benefits
Drag to rank
Q05
Multiple Choice
In the past 30 days, did you also buy similar items from other online stores or marketplaces?
- Yes
- No
Q06
Opinion Scale
How likely are you to continue using our site for similar purchases over the next 3 months?
Scale: 1 – 7
Min:Very unlikely to continueMax:Very likely to continue
Q07
Long Text
Based on your responses in this survey, is there anything else about your recent shopping experience with us that you'd like to share?
Q08
Multiple Choice
What is your age group?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q09
Message
Thank you for your time — your feedback directly helps us improve your shopping experience.
Q10
Multiple Choice
Thinking about the past 30 days, what was your primary goal on our site?
- Find the lowest total cost
- Compare options across sellers or brands
- Reorder essentials quickly
- Discover new products or inspiration
- Buy gifts
- Track orders or manage returns
- Business or bulk purchasing
- Other (please specify)
Q11
Long Text
Which other sites or apps did you use for similar purchases?
Q12
AI Interview
We'd like to understand what keeps you shopping with us and what, if anything, might cause you to stop. Please share your thoughts — we'll ask a couple of follow-up questions.
Q13
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q14
Opinion Scale
How well did you achieve your primary goal on our site in the past 30 days?
Scale: 1 – 7
Min:Not at allMax:Completely
Q15
Dropdown
Where are you primarily located?
- United States
- Canada
- United Kingdom
- European Union
- India
- Australia / New Zealand
- Other
- Prefer not to say
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.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Combines structured questions on purchase frequency, primary goal, and goal completion with an opinion-scale rating to quantify friction, not just identify it
- Includes a ranking question so respondents prioritize potential improvements, giving a clear rank-order for roadmap decisions rather than open-ended guesses
- Captures competitive behavior directly by asking whether shoppers also bought similar items elsewhere and which specific sites/apps they used
- Ends with an AI follow-up interview that adaptively probes what keeps shoppers loyal and what might drive them away, going beyond fixed-choice retention questions
QuestionPro
Evaluation of Potential for E-Commerce Services Survey Template + Sample QuestionnaireThis is a sample questionnaire aimed at evaluating demand and potential for e-commerce services rather than measuring retention or friction among existing customers. It's a fielding-ready static template within QuestionPro's broader survey platform, but its focus is upstream of the retention/UX-improvement use case.
What it does well
- Backed by an established, full-featured survey platform with logic and reporting tools
- Provides a ready-made sample questionnaire structure for e-commerce research
- Likely supports standard question types and basic skip logic
Where it falls short
- Static question set with no adaptive AI follow-up probing into individual responses
- No published methodology or transparent prompt logic behind question design
- Not focused on retention drivers or competitive shopping behavior specifically
SurveySparrow
Customer Retention Survey TemplateA fielding-ready template purpose-built for measuring customer retention, which overlaps meaningfully with our retention-driver questions. It's conversational in style but relies on fixed question flows rather than dynamic, response-aware follow-ups.
What it does well
- Conversational, chat-style survey format that can feel more engaging than a traditional form
- Purpose-built specifically for retention measurement
- Part of a mature survey platform with reporting and distribution features
Where it falls short
- No adaptive AI interviewing — follow-up questions are pre-set, not generated from the respondent's actual answers
- No screen-share or guided-task capability to observe real shopping behavior
- No transparent, publicly visible prompt or scoring methodology
Typeform
Customer Retention Survey TemplateA polished, fielding-ready retention survey template known for Typeform's clean one-question-at-a-time design. It covers general retention sentiment but doesn't appear tailored to e-commerce-specific friction points or competitive shopping behavior.
What it does well
- Clean, well-designed one-question-at-a-time interface that boosts completion rates
- Easy to customize branding and question wording
- Backed by a widely-used, reliable survey platform
Where it falls short
- Static branching logic only — no AI-driven adaptive follow-up interviews
- No built-in per-response quality scoring or automated report generation
- No guided task or screen-share option to observe actual shopping journeys
Frequently asked questions
What questions are in the “E-Commerce Experience & Retention Survey” template?
The template includes 15 ready-to-use questions, starting with: “Welcome! We'd like to learn about your recent shopping experience on our site. This survey takes approximately 5–7 minut…” · “Approximately how often have you made a purchase on our site in the past 3 months?” · “Which, if any, of the following issues did you experience on our site in the past 30 days? Select all that apply.”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 15 questions in about 8 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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