QuestionPunkQuestionPunk
Start free
All templates

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.

Use this templateBrowse more templates

Sample questions

A preview of what’s in the template. Every question is editable before you launch.

15 questions · ~8 min
Q01
Message

Welcome! We'd like to learn about your recent shopping experience on our site. This survey takes approximately 5–7 minutes. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we're interested in your honest opinions. All responses are confidential, analyzed in aggregate, and used solely to improve our shopping experience. Please click 'Next' to begin.

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).

  1. Lower total price (items + shipping + fees)
  2. Faster, more reliable delivery
  3. Better search and filtering
  4. More detailed product info and reviews
  5. Simpler, faster checkout
  6. More payment options
  7. Easier returns and exchanges
  8. 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 Questionnaire

This 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 Template

A 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 Template

A 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

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free