User feedback surveys are a great tool for UX pros to find out what a wider-audience thinks of their product.
Author/Copyright holder: Frits Ahlefeldt-Laurvig. Copyright terms and licence: CC BY-ND 2.0
However, it can be tricky to know what kinds of question are going to get useful results when you put together that survey. We’ve got a handful of questions that we find very useful in developing user feedback surveys:
Would you recommend our product (website) to a friend?
This is a very easy question to solicit indirect feedback. If a user won’t recommend what you do to their friend; the chances are they don’t rate what you do very well. Try using a range of Yes Because of XYZ and No Because of XYZ options here as well as free text. It helps people think about the question and makes it easier to answer.
How would you describe our product (website) in X words?
X can be as low as 1 and as high as you think people need. It gets a clear view of people’s perceptions. It’s hard to analyse random data like this but you can always create a word cloud to give impressions from the answers.
How does our product (website) compare to this competitor’s product?
It can be very valuable to know how your product compares to your competitor’s. Be careful about choosing the competitor – it’s better to compare to a market leader (which your customers are already aware of) than an unknown (and thus introduce the customer to your competitor).
On a rating scale from 1 to 10; how do you rate our product?
This can be very valuable when paired with a follow up question; “Why did you give the product (website) this score?” Once people have given a score they are normally quite happy to justify it (and enlighten you) at the same time.
What do you like least about our product (website)?
This solicits information directly about your customer’s pain points. It’s better not to provide tick lists for this –otherwise you may guide your customer to another idea and miss their real pain point.
How easy is our product (website) to use?
You might want to offer some options here ranging from Very Easy to Impossible. Don’t load the answer with 4 positive choices and 1 negative one – keep things balanced if you want to get to the truth.
Which feature (or features) of our product (website) are most important to you?
This can be very helpful in enabling you to concentrate on the things that matter most to your users. It enables you to assess how people perceive they use the product in comparison to any analytic data you have too.
Which feature (or features) of our product (website) are least important to you?
Otherwise known as “what do you hate”? This informs you of product weaknesses and features people perceive are not useful. This can help you cut out features that nobody wants and concentrate on fixing ones that underperform that everybody needs.