How to write good survey questions

The best tips are: make sure you have a goal, think what you want to do with the insights and keep it natural.

Goal and insights

We wrote a blog post about this where you'll find all the details. In short: think about what you want to get out of the survey first. Then, think about what you want to do with the results. This will help you define a good survey question that will make sure you'll reach that goal.

Survey question examples

To get some inspiration directly, here are some examples of good survey questions:

How was your purchase experience?

What is your opinion on this landing page?

What do you think about our pricing?

How easy was it to find your API key? (CES score)

How satisfied are you with the support you've just received? (CSAT score)

CES and CSAT scores

Check out these pages on Customer Effort Score (CES) and Customer Satisfaction Score (CSAT).

In short: CES measures how much effort it took for a customer to do something, and CSAT measures how satisfied customers are. To get these scores you need to ask your question in a certain way, as you can see in the examples above. You can read about the details in the blog posts linked above.

Don't focus too much on industry terms

Of course you can use a metric that's common across multiple companies and industries. But make sure you always think from the customer's perspective: make sure the question makes sense for them. That's more important than using a metric just because everybody else uses it.