When your customers find what they’re looking for on your website, they’ll be more likely to make a purchase, contact you, download resources, and more. However, it can be difficult to get into your customers’ shoes and determine what they’re looking for and how they navigate your website. The best way to find out is to ask your customers yourself. With that in mind, let’s take a look at a few customer experience questions to improve your website or app.
How to Survey Your Customers
There are several ways you can survey your customers about your website and web experience. Which method you choose will depend on your relationship with your customers and how you can best contact them. Remember that your customers are busy people, so it’s critical to make this survey easy and seamless.
Here are a few ways you can survey your customers about your web experience:
- Email survey: Sending your customers an email survey about your website, especially after they make a purchase or contact you, can be a great way to get answers.
- In-app or on-website surveys: Asking questions right in your app or on your website creates the most seamless experience. This allows customers to answer questions as they’re interacting with your website or app.
- Social media survey: If you interact often with customers on social media, you might ask for input there. It’s important to use this method with caution, however, since it’s difficult to know whether you’ll be surveying customers or strangers.
- In-person survey: One of the best ways to see how customers use your website is to watch them. You can use these user experience questions as you watch customers navigate your site in-person (or remotely through screen-sharing). Be careful not to give your customers instructions, however, or you won’t be able to see how customers use your site organically.
There are many ways to see how customers or potential customers navigate your site, and many ways for you to determine how you can improve your site. As long as you’re getting real feedback from customers or potential customers, answers to these questions will help you improve your website and user experience.
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14 Customer Experience Questions to Improve Your Website or App
Helping your customers navigate your website better involves several aspects. Each of these questions will touch upon these aspects. Easily using a website or app involves convenience, intuition, and simplicity. The things your customers are looking for should be easy to find, intuitively placed, and easy to activate.
Your customers might be looking for different things, depending on your business. They might be making a purchase, looking for a product, contacting you about services, downloading resources, or something else. Asking these questions about your website’s or app’s user experience will help you make these things easy.
1. How easy was it to find what you were looking for today?
This question gets straight to the heart of your website’s navigation and structure. If users struggle to find what they need, it’s often a sign that your menu is too complex, your page hierarchy is unclear, or your labels don’t match how users think.
If responses indicate difficulty, consider simplifying your main navigation, using more intuitive language, and prioritizing your most important pages. Heatmaps and click tracking can also help identify where users are getting lost.
2. What were you trying to find when you visited our site?
Understanding user intent is critical. This question reveals whether your website aligns with what visitors actually want. If users consistently come looking for something that’s hard to find or missing entirely it highlights a gap in your content or navigation.
Use this insight to better align your homepage messaging, menu structure, and internal linking with real user goals.
3. Was it immediately clear what we offer when you landed on the site?
This question evaluates your value proposition and above-the-fold messaging. If users hesitate or say no, your homepage may not be communicating clearly or quickly enough.
Improving this might involve rewriting your headline, simplifying your messaging, or using clearer visuals that reinforce what you do and who you serve.
4. Did any part of the website feel confusing or unclear?
This is a broad but powerful question that surfaces friction across multiple areas—navigation, content, layout, and even functionality. Confusion often comes from unclear wording, poor organization, or too many competing elements on a page.
Look for patterns in responses and refine those areas by simplifying language, improving layout hierarchy, or breaking content into more digestible sections.
5. Did you feel like you had to click around too much to get information?
This question helps identify inefficiencies in your user journey. Too many clicks can indicate buried content, poor internal linking, or an overly deep site structure. You might ask a follow-up question about what specific area of the site was confusing or not well-structured, such as the blog area, resources, services, or something else.
To improve this, bring key information closer to the surface, organize information hubs according to customers needs, add clearer calls-to-action, and ensure important pages are accessible within one or two clicks from the homepage.
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6. At any point, did you feel stuck or unsure where to go next?
Here, you’re diagnosing gaps in user flow and guidance. If users feel stuck, your site likely lacks clear directional cues or effective calls-to-action. Or, you might have broken links or unclear navigation across your site.
Improving this could involve adding stronger CTAs, using directional language (like “Next Steps” or “Start Here”), and designing pages to naturally guide users forward.
7. Was the website easy to scan and read?
This question focuses on readability and content formatting. Even strong content can fail if it’s presented in dense, hard-to-scan blocks.
If users struggle here, break content into shorter paragraphs, use bullet points and subheadings, and ensure there’s enough whitespace to make the page feel approachable.
8. Did anything feel cluttered or overwhelming?
This question evaluates visual design and cognitive load. A cluttered page can distract users and make it harder for them to focus on key actions.
If this is a common response, consider simplifying your layout, reducing unnecessary elements, and creating a clearer visual hierarchy that emphasizes what matters most.
9. Did the website make you feel confident in our business?
This question taps into trust and credibility. If users feel uncertain, your site may be lacking key trust signals like testimonials, case studies, certifications, or clear contact information.
Strengthen this area by adding social proof, highlighting experience, and making it easy for users to verify your legitimacy.
10. Were you able to complete what you came here to do?
This is one of the most important questions you can ask. It directly measures whether your website is accomplishing its primary goal.
If users say no, dig deeper into what stopped them. The issue could be anything from confusing forms to unclear next steps or missing information. Fixing these barriers often leads to immediate improvements in conversions.
11. If not, what stopped you?
This follow-up question uncovers specific conversion blockers. It could reveal technical issues, lack of information, poor design, or even trust concerns.
Use these responses to prioritize fixes that remove friction, whether that’s simplifying forms, clarifying pricing, or improving page load speed.
12. What is one thing we could improve about this website?
Open-ended questions like this often deliver the most valuable insights. Users will point out issues you may not have considered, from small annoyances to major usability problems.
Look for recurring themes and prioritize changes that will have the biggest impact on user experience.
13. What almost made you leave the site?
This question highlights your biggest risk factors for bounce. It can uncover slow load times, intrusive popups, unclear messaging, or overwhelming design.
Addressing these issues can significantly improve retention and keep users engaged long enough to convert.
14. If you could change one thing, what would it be?
This final question helps you identify the highest-impact improvement from the user’s perspective. While not every suggestion will be actionable, patterns will emerge that point to your most important opportunities.
Use this feedback to guide ongoing optimization and ensure your website evolves based on real user needs, not assumptions.
Improve Your Website with Customer Feedback
Working directly with customers and asking for real feedback is a great way to improve any part of your business, including your website or app. It’s difficult to know if your website or app is missing something unless you ask your customers yourself. With that knowledge, you can make real, targeted improvements that will improve the customer experience for everyone.
Posted in: Customer Feedback