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Customer Experience

Retail Website Shopping Experience Evaluation

Evaluates how easily customers can find products, complete purchases, and navigate your retail website — covering search, checkout, speed, and design. An AI follow-up interview digs into what happened during the visit itself, especially for shoppers who hesitated or abandoned their purchase, for teams optimizing conversion and usability.

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Sample questions

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

13 questions · ~7 min
Q01
Message

Thanks for shopping with us! Your responses are completely confidential and anonymized. We'd love to hear about your experience on our website today — it'll take about 7 minutes and helps us make the site easier to use.

Q02
Multiple ChoiceRequired

What was the main reason for your visit to our website today?

  • Browse products with no specific plan to buy
  • Look for a specific product
  • Complete a purchase I'd already decided on
  • Check an order or account details
  • Compare prices or options before buying elsewhere
Q03
Opinion ScaleRequired

How easy was it to find what you were looking for on our website?

Scale: 1 – 7
Min:Very difficultMax:Very easy
Q04
Rating ScaleRequired

How would you rate the overall visual design and layout of our website?

Range: 1 – 5
Min:PoorMax:Excellent
Q05
MatrixRequired

Please rate each part of your experience on our website today.

4 rows × 5 columns
  • Page load speed
  • Search and filtering tools
  • Checkout process
  • Mobile browsing experience
Columns: Poor · Fair · Good · Very good · Excellent
Q06
Opinion ScaleRequired

How likely are you to recommend our website to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q07
Multiple ChoiceRequired

Did you complete the purchase you intended to make today?

  • Yes, I completed my purchase
  • No, I'm still deciding
  • No, I gave up partway through
  • I wasn't trying to make a purchase
Q08
AI Interview

Reconstruct what actually happened during this website visit, anchored on the respondent's stated purpose and purchase outcome. If they gave up or are still deciding, probe exactly where in the journey (search, product page, cart, checkout, shipping cost, payment) things broke down and what would have changed their mind. If they completed a purchase but gave a low recommendation score, dig into what almost stopped them. If everything went smoothly, ask what one thing would make the site even better.

Q09
Multiple Choice

Which device did you primarily use for this visit?

  • Smartphone
  • Tablet
  • Desktop or laptop computer
Q10
Short Text

What one change would most improve your experience on our website?

Q11
Multiple Choice

Which age range best describes you?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
Q12
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q13
Message

That's everything — thank you for sharing your experience! Your answers go directly to our web team to guide upcoming improvements to search, checkout, and site speed.

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

  • Goes beyond static ratings with an AI follow-up interview that reconstructs what actually happened during the visit, digging deeper with shoppers who hesitated or abandoned their purchase
  • Combines quantitative measures (opinion scale for findability, rating for visual design, matrix for overall experience) with open-ended and interview-based qualitative insight in one flow
  • Captures purchase completion, device type, and visit intent as structured data points that can be used to segment and trigger the deeper AI conversation
  • Produces an automated report from the responses, so teams get synthesized findings rather than just raw answer counts

QuestionPro

Retail website customer evaluation survey questions + Sample questionnaire template

This is a sample questionnaire/template page covering standard retail website evaluation topics like navigation, checkout, and satisfaction. It reads as a static question set to copy or adapt within QuestionPro's survey tool rather than an adaptive interview experience. Useful as a question-bank reference but not a fielding-ready conversational instrument.

What it does well

  • Directly focused on retail website evaluation, so questions map closely to this use case
  • Backed by an established survey platform with broad question-type support
  • Likely includes example questions across multiple experience dimensions

Where it falls short

  • No adaptive AI follow-up to probe why a shopper hesitated or abandoned checkout
  • No voice AI interview option
  • No published methodology on how questions were validated or scored

Jotform

Website Evaluation Form Template

A general-purpose website evaluation form built on Jotform's drag-and-drop builder, not specific to retail or purchase behavior. It's a ready-to-use static form template, easy to customize visually, but lacks any retail-checkout or conversion-specific framing. Good for basic site feedback collection rather than deep usability diagnosis.

What it does well

  • Easy visual customization via Jotform's drag-and-drop builder
  • Quick to deploy as a generic feedback form
  • Flexible field types for general website feedback

Where it falls short

  • Not tailored to retail purchase journeys or checkout abandonment
  • Purely static questions with no adaptive follow-up logic
  • No mechanism to automatically score response quality or generate an interview-based report

Typeform

Website Evaluation Form

Typeform's conversational-style form format makes for a pleasant one-question-at-a-time UI, but the underlying content is still a fixed sequence of general website feedback questions. It isn't retail-specific and doesn't adapt based on answers. Best suited for lightweight, broad site feedback rather than conversion-focused diagnosis.

What it does well

  • Polished, conversational one-question-at-a-time interface
  • Simple to launch for general website feedback
  • Visually appealing, brand-friendly design

Where it falls short

  • No AI-driven follow-up questioning based on individual answers
  • Not specifically built for retail checkout/abandonment scenarios
  • No automated quality scoring or generated analysis report

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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