Post-purchase survey
Right after a purchase is the one time people remember exactly why they bought. This survey catches what made them start looking, the doubt that almost stopped them, and how they'll decide it was worth it. A plain satisfaction score can't tell you any of that.
Best for: Shop owners, marketers and product teams sharpening their pitch and removing reasons buyers hesitate.
Use this template freeWhat was going on that made you start looking for something like this?
A live preview of this template. Click through it. Nothing gets sent.
The questions
- 1What was going on that made you start looking for something like this?Long textThe moment that started the search. In jobs-to-be-done terms, the first thought.
- 2What were you using or doing before you bought this?Long textShows what you actually beat, which is often a workaround or nothing at all.
- 3What almost stopped you from buying?Long textThe doubt this buyer got past, and the one other shoppers are still leaving over.
- 4What finally tipped you into buying?Long text
- 5How will you know in a month whether this was worth it?Long textTheir own test of success, and the outcome your first weeks with them should deliver.
- 6How did you first hear about us?Short text
- 7How likely are you to recommend us to someone with the same problem?NPSAn early loyalty read taken right after the decision, when intent is highest.
Sample replies, counted
These replies are made up to show the method.
Asked: What almost stopped you from buying?
$89 felt like a lot for a pillow
Price felt highI wasn't sure it would fit a king bed, the size chart only had queen measurements
Unsure it would fitShipping was $12 and I almost closed the tab.
Shipping cost or timeThe price. I waited two weeks to see if there'd be a sale and then gave up waiting.
Price felt highCouldn't tell if returns were free after I'd slept on it
Return policy unclearSaid 7-10 days delivery, I needed it by the weekend.
Shipping cost or timePrice, honestly. Talked myself into it.
Price felt highNothing, my sister has one.
Other
| Label | Replies |
|---|---|
| Price felt high | 3 |
| Shipping cost or time | 2 |
| Unsure it would fit | 1 |
| Return policy unclear | 1 |
| Other | 1 |
Three of eight nearly walked over price and two over shipping. Test a line on the product page that explains the price, and show the shipping cost before checkout.
How to run it well
- Send it within a day of purchase. The reason and the doubt are sharp now and fuzzy by next week.
- Treat 'what almost stopped you' as a checkout to-do list. The doubt one buyer got past is the one others leave over.
- Make 'how will you know it was worth it' the goal of your first emails after purchase. Deliver that and refunds drop.
- Use buyers' own words about the trigger on your product pages. They describe the problem better than any copywriter.
- Split answers by 'how did you hear about us' to see which channels bring people who were already sure.
When not to use this: If buyers haven't used the product yet and you want to know whether it works for them, wait a couple of weeks and send an onboarding feedback survey instead.
FAQ
When should a post-purchase survey go out?
Why ask how they'll measure success?
Where the method comes from
- Know Your Customers' Jobs to Be Done, Harvard Business Review (2016)hbr.org
- Jobs to Be Done Theory, Clayton Christensen Institutechristenseninstitute.org
Related templates
- Product feedback surveyWhat they tried to do, what worked, and the one change they'd make.
- Usability test surveyDid they finish, where they got stuck, and one ease rating per task.
- Team pulse surveyWorkload, clarity, blockers, one change. Short, recurring, anonymous.
- Feature request surveyThe job behind each request, the workaround, and how often it comes up.