Survey template

Website feedback survey

'How would you rate our website?' gets you a number and a shrug. This template frames everything around the task the visitor came to do, so you find the exact step where they got stuck instead of a vague aesthetic opinion.

Best for: Founders, marketers, and product teams diagnosing why visitors don't convert.

The questions

1. What did you come here to do today?

   Long text

   The job-to-be-done anchor — every later answer is read against this.

2. Were you able to do it?

   Single select

   Yes / Partly / No — task success is the metric that actually predicts conversion.

3. If not, where did you get stuck?

   Long text

4. Was there anything you expected to find but couldn't?

   Long text

   Missing content and unclear navigation hide here.

5. How easy was it to find what you needed?

   Opinion scale

6. What nearly made you leave without finishing?

   Long text

7. What's one thing we could change to make this easier?

   Long text

How to run it well

• Trigger it on exit intent or after a few seconds on key pages, not site-wide on arrival — a survey before anyone's done anything measures nothing.
• Lead with 'what did you come to do' so the rest of the answers attach to a real task instead of a general impression.
• Segment 'No' and 'Partly' answers by landing page; failed tasks cluster on specific pages, and that's your fix list.
• Capture the page URL with each response so 'I couldn't find pricing' becomes an actionable, locatable bug.
• Read the 'nearly made you leave' answers first — they're the friction points costing you conversions right now.

FAQ

On-site widget or a separate form?

Either works as long as you capture the task and the page. A short on-site survey catches people in the moment; a linked form gives more room for the open answers that actually explain the friction.

Why ask about the task instead of design preferences?

Design opinions are subjective and rarely tied to behavior. Task success — did they do what they came for — is the signal that maps directly to conversion and tells you what to fix.

Related templates