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Sales & Revenue

Website Visitor Demographics & Buyer Intent Survey

Profiles who is actually visiting your website — role, company size, industry, and buying stage — alongside purchase intent signals your sales team can act on. An AI follow-up interview digs into the real trigger behind today's visit so revenue teams can prioritize and route leads instead of guessing from traffic data alone.

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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 stopping by! We'd love to understand who visits our site and what brings you here — it helps us build a better experience for people like you. Your responses are completely confidential and anonymized. This will take about 7 minutes.

Q02
Multiple ChoiceRequired

What best describes your main reason for visiting our website today?

  • Researching a problem or solution
  • Comparing vendors or products
  • Looking for pricing information
  • Following up on a conversation with sales
  • Checking on an existing account or order
  • Just browsing / no specific reason
Q03
Multiple ChoiceRequired

Which of these best describes where you are in the process of choosing a solution like ours?

  • Just becoming aware of the problem
  • Actively researching options
  • Comparing a short list of vendors
  • Ready to make a decision soon
  • Already a customer
Q04
DropdownRequired

Which industry best describes your organization?

  • Technology / Software
  • Financial Services
  • Healthcare
  • Retail / E-commerce
  • Manufacturing
  • Education
  • Professional Services
  • Government / Nonprofit
  • Other
Q05
Multiple ChoiceRequired

How many employees work at your organization?

  • 1-10
  • 11-50
  • 51-200
  • 201-1,000
  • 1,001-5,000
  • More than 5,000
Q06
Multiple ChoiceRequired

What best describes your role in a purchase decision for this type of product or service?

  • Final decision maker
  • Strong influence on the decision
  • Researcher gathering options for others
  • No involvement in purchasing decisions
Q07
Opinion ScaleRequired

How likely are you to purchase from us in the next 3 months?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
AI Interview

Dig into what actually brought this specific visitor to the site today and what would move them closer to a purchase. Anchor on their stated buying stage and purchase-likelihood rating: if they rated intent high, uncover the specific trigger event and timeline; if low, uncover what's blocking them or whether they're the wrong audience entirely. If they said 'just browsing,' gently probe whether there's an underlying need they haven't articulated yet.

Q09
Matrix

How important is each of the following when you evaluate a company like ours?

5 rows × 5 columns
  • Price / value for money
  • Product features and capabilities
  • Customer support and service
  • Brand reputation and reviews
  • Ease of getting started
Columns: Not important · Slightly important · Important · Very important · Critical
Q10
Multiple Choice

What is your age range?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
Q11
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
Q12
Short Text

What city and country are you located in? (Feel free to leave this blank.)

Q13
Message

That's everything — thank you for sharing this! Your answers help our sales and marketing teams understand who's on our site and serve you (and future visitors like you) better.

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

  • Pairs firmographic and role questions (industry, company size, purchase-decision role) with explicit buyer-intent signals like buying stage and purchase likelihood in the next 3 months, so sales can prioritize rather than just profile.
  • Includes an AI follow-up interview that probes the specific trigger behind that visitor's session today — going beyond static multiple-choice categories to actual context sales can act on.
  • A matrix question captures which evaluation factors matter most to that visitor, adding a prioritization layer static demographic surveys don't offer.
  • Frames age, gender, and location as optional and skippable, and opens/closes with conversational chat messages rather than a cold form.

QuestionPro

Internet or website demographics survey questions + sample questionnaire template

This is presented as a sample questionnaire and question-list resource on website demographics rather than a ready-to-field template with built-in logic. It covers similar ground — who visits a site and basic profiling — but stops at static question categories. There's no mention of buyer-intent scoring or follow-up probing tied to today's visit.

What it does well

  • Backed by an established survey platform with broad question-type and logic support
  • Offers a structured starting list of website-demographic questions for quick customization
  • Likely supports standard distribution and basic reporting features common to QuestionPro's platform

Where it falls short

  • No adaptive AI follow-up interview to dig into why a specific visitor is on the site today
  • No automated per-response quality scoring or voice AI interview option
  • No published transparent prompt methodology — it's a fixed question list, not an interview flow

Frequently asked questions

What questions are in the “Website Visitor Demographics & Buyer Intent Survey” template?

The template includes 13 ready-to-use questions, starting with: “Thanks for stopping by! We'd love to understand who visits our site and what brings you here — it helps us build a bette…” · “What best describes your main reason for visiting our website today?” · “Which of these best describes where you are in the process of choosing a solution like ours?”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 13 questions in about 7 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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