Post Checkout Surveys: Questions & Use Cases

The eCommerce industry is on the rise as online shopping is one of the most convenient ways for shoppers to purchase the products they want in the comfort of sitting in their homes. But to attain business success in this industry, it is essential to understand the needs and preferences of your customers and gauge their shopping experience. Post-checkout surveys are one of the best ways to do this.

Also known as shopping cart surveys, post-checkout or post-purchase surveys serve as a direct line of communication between the customers and the business, and help businesses collect customer feedback about their shopping experience, identify opportunities for improvement, and make informed decisions to improve customer experience to boost the overall business.

In this article, we will explore what a post-checkout or post-purchase survey is, learn about the questions you should include in these surveys to collect feedback about various touchpoints or aspects, and some best practices for conducting effective post-checkout surveys. Let’s get started!

TL;DR

• Post-checkout surveys are strategically designed questionnaires presented to customers immediately after they have completed a purchase and proceeded to the checkout stage on an online shopping platform.

• A post-checkout or post-purchase survey helps you gain insights into the customers, identify pain points, discover improvement opportunities, and understand customer behavior for data-driven decisions.

• To make these surveys effective, you should choose your questions wisely and use a variety of questions for audience research, market attribution, shopping experience feedback, and product development to gather comprehensive post-purchase feedback.

• Follow best practices for conducting an effective post-checkout or post-purchase survey: align the survey with the primary goal, keep it short, use simple language, include an open-ended question, and trigger it at the right time.

• Zonka Feedback is a powerful tool for designing, deploying, and analyzing post-checkout surveys. It offers a free trial for 14 days for businesses to transform feedback into actionable strategies.

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What are Shopping Cart Surveys?

Shopping cart or post-checkout surveys are strategically designed questionnaires presented to customers immediately after they have completed a purchase and proceeded to the checkout stage on an online shopping platform. The primary goal of these post-purchase surveys is to gather real-time feedback from customers about their shopping experience, preferences, and overall satisfaction.

A post-purchase survey can cover a range of aspects of customers’ shopping experiences like user interface satisfaction, product selection, checkout process efficiency, shipping preferences, and overall customer experience.

By gathering post-purchase customer feedback, businesses can:

• Gain deeper insights into customers’ shopping experiences

• Identify pain points in the purchasing process

• Uncover opportunities for improvement

• Gain a better understanding of the customer behavior

• Make data-driven decisions

• Enhance customer satisfaction

• Optimize their e-commerce strategies.

Let's explore a post-checkout survey example to explore how a post-checkout survey looks.

Post Checkout Survey Template

Here is a Checkout Survey Template that you can use to create your post-purchase surveys. You can use this template as it is or can add, remove, or modify questions and design as per your survey needs.

Let’s explore the post-purchase survey questions that you should include in your post-purchase surveys to collect feedback and measure satisfaction of your customers with their shopping experience.

Post-Checkout Survey Questions to Learn More About Your Customers

Questions are the core of any survey. In order to collect valuable data with meaningful post-purchase feedback from your customers, it is necessary to craft effective questions and collect feedback regarding various aspects of customers’ shopping experience.

Here are the questions that you can use in your post-purchase surveys. We have divided the questions into three categories, you don’t need to use all of them. You can choose the ones that suit your survey requirements and the particular touchpoint or aspect for which you want to collect feedback.

1. Audience Research Questions

In the pursuit of delivering a personalized shopping experience, understanding your audience is essential. Audience research questions can provide you with customer data with a comprehensive understanding of your audience's demographics, shopping habits, and brand preferences. Here are the questions:

What is your age group?

• 18-24

• 25-34

• 35-44

• 45-54

• 55+

What is your gender?

• Male

• Female

• Prefer not to say

In which city do you reside?

(Open-ended text response or drop-down questions type)

How frequently do you shop online?

• Daily

• Weekly

• Monthly

• Occasionally

• Rarely

What factors influence your choice of online retailers?

• Price competitiveness

• Product variety

• Customer reviews

• Brand reputation

• Shipping options

Are there specific product categories you are particularly interested in?

• Fashion and Apparel

• Electronics and Gadgets

• Home and Living

• Beauty and Personal Care

• Sports and Outdoors

• Other

2. Marketing attribution questions

In the vast landscape of digital marketing, knowing where your customers come from and what influences their choices is indispensable. Marketing attribution questions focus on unravelling the mystery behind customer acquisition, helping you fine-tune your marketing strategies and put your marketing efforts in the right direction for maximum impact.

How did you first hear about us and our products?

• Social media (Facebook, Instagram, Twitter, etc.)

• Search engine (Google, Bing, etc.)

• Email marketing

• Word of mouth

• In-store promotion

• Others

Which marketing channel influenced your decision to make a purchase the most?

• Social media

• Email marketing

• Search engine ads

• Influencer marketing

• Offline advertising

• Other

Did the availability of promotions influence your decision to make a purchase?

• Yes, significantly

• Yes, to some extent

• No, not at all

Would you be interested in receiving newsletters or updates about future promotions?

• Yes, regularly

• Yes, occasionally

• No, thank you

How satisfied are you with the frequency of marketing communications received from us?

• Very Satisfied

• Satisfied

• Neutral

• Dissatisfied

• Very Dissatisfied

What type of content do you find most engaging in our marketing communications?

• Product showcases

• Educational content

• Promotions and discounts

• Customer testimonials

• Other

3. Shopping Experience Feedback Questions

As the heartbeat of the e-commerce journey, the shopping experience holds the key to customer loyalty and satisfaction. Navigating the online marketplace is a unique adventure for each shopper, shaping perceptions and determining future interactions. So these shopping experience feedback questions help you gauge the overall shopping and checkout experience of the customers. Here are the questions:

How would you rate the overall usability of our website/app?

• Excellent

• Very Good

• Good

• Fair

• Poor

How easy was it to find the products you were looking for?

• Very Easy

• Easy

• Neutral

• Difficult

• Very Difficult

What features or tools would you find helpful to improve product discovery?

• Advanced search filters

• Personalized recommendations

• Improved categorization

• Visual search

• Other

How satisfied are you with the overall checkout process?

• Very Satisfied

• Satisfied

• Neutral

• Dissatisfied

• Very Dissatisfied

Did you encounter any issues during checkout?

• No issues

• Payment-related issues

• Technical glitches

• Confusing forms

• Other

How satisfied are you with the delivery date provided to you?

• Very Satisfied

• Satisfied

• Neutral

• Dissatisfied

• Very Dissatisfied

How satisfied are you with the pricing of our products?

• Very Satisfied

• Satisfied

• Neutral

• Dissatisfied

• Very Dissatisfied

How do you feel about our delivery charges?

• Very reasonable

• Somewhat reasonable

• Neutral

• Somewhat expensive

• Very expensive

Were the delivery charges clearly communicated during the checkout?

• Yes, very clear

• Yes, somewhat clear

• Neutral

• No, somewhat unclear

• No, very unclear

Based on your recent shopping experience, how likely are you to recommend our platform to your friends and colleagues on a scale of 0 to 10?

(NPS surveys rating scale)

Would you like to share any comments, suggestions, or special experiences with our brand?

(Open-ended text response)

4. Product development questions

The journey doesn't end with the purchase; it extends into product satisfaction and future expectations. Product development questions are designed to measure the satisfaction levels of your customers, providing insights that fuel product development and enhance your offerings. The questions aim to capture detailed insights into customer satisfaction, preferences, and suggestions for improvement. Here are the questions:

How satisfied are you with the product?

• Fully Satisfied

• Satisfied

• Neutral

• Not Satisfied

• Fully Dissatisfied

What specific features of the product do you find most valuable?

• Design and aesthetics

• Functionality

• Durability

• Ease of use

• Innovation/technology

• Other

Is there anything you wish was different about the product?

• Better color options

• Improved sizing options

• Enhanced packaging

• More customization features

• Other

How likely are you to purchase similar products from us in the future?

• Very Likely

• Likely

• Neutral

• Unlikely

• Very Unlikely

Let’s learn some best practices for conducting post-checkout or post-purchase Surveys.

Post-Checkout Survey Best Practices

Conducting an effective post-checkout or post-purchase survey requires you to follow some best practices. Here are the tips you should follow to make your surveys effective enough to gather meaningful customer feedback and improve checkout experiences.

• Align your survey to the main goal - Ensure your post-checkout survey has a clear purpose, whether it's gauging customer satisfaction or refining user experience. A focused approach to create a post-purchase survey based on the right goals not only enhances clarity but also ensures every question contributes directly to actionable insights.

• Make the survey short - Respect your customers' time by keeping the survey concise. Limit questions to the essentials, creating a streamlined experience that boosts participation and captures meaningful insights without overwhelming your audience.

• Use simple language - Communicate effectively by avoiding jargon and technical terms. Formulate questions in clear, straightforward language to enhance comprehension, resulting in more accurate and authentic responses.

• Include an open-ended question - Add depth to your survey by including an open-ended question like a follow-up question to know the why behind feedback ratings or an optional suggestion textbox. Invite customers to share their thoughts freely, uncovering nuanced insights that predefined options might miss, and providing a qualitative dimension to your data.

• Trigger survey at the right time - Optimize the timing of your post-checkout survey to capture insights while the transaction is still fresh in customers' minds. Choose the right moment, be it immediately after purchase confirmation or upon successful delivery, for maximum impact.

Conclusion

Post-checkout or post-purchase surveys are a great way to collect customer feedback, gauge experience, and measure customers’ satisfaction with their experience of doing online shopping with an e-commerce website or app. To create an effective post-purchase or post-checkout survey, you should craft the survey questions wisely and follow some best practices.

A powerful customer feedback software like Zonka Feebdack makes this task easier for you. With this tool, you can effortlessly create post-chout surveys and share them with your customers at the right touchpoints via multiple channels. Moreover, it assists you take action on the feedback received and close the feedback loop effectively.

It also offers a free trial. Try Zonka Feedback for free for 14 days and see how it helps you harness the power of post-purchase feedback and build amazing shopping experiences for your customers and thereby attract new customers to your business.