Describe your store, audience, and decision. Makeform turns the brief into an editable e commerce survey about discovery, products, checkout, delivery, or shopper preferences.
Route survey responses to Slack, Google Sheets, and Zapier.
Sample prompts for the survey builder
Choose a starting point, tailor the prompt, or send it to the Makeform builder. Each example shows a practical structure.
Audience
Customers who recently completed an order
Format
Two-minute survey with conditional follow-ups
Prompt size
239 chars
Suggested survey structure
Two-minute survey with conditional follow-ups
How easy was it to find the right product?
Did the product page answer your questions?
How easy was checkout?
What nearly stopped your purchase?
What should we improve first?
Suggested response tags
Checkout friction
Product requests
Delivery follow-up
Ask about one buying stage at a time. A specific checkout question is more actionable than one broad store score.
Step 1
Choose
one journey stage and one decision
Step 2
Ask
focused ratings, choices, and follow-ups
Step 3
Segment
responses by order, product, or issue
Step 4
Act
turn repeated feedback into store changes
Feedback with a purpose
Useful shopper research is more specific than a general satisfaction score. Build each question around something your team can inspect or change.
Separate discovery, product-page clarity, checkout, delivery, and support so shoppers can pinpoint fresh friction.
A low checkout rating can open reasons; a damaged-order answer can open details and a photo field.
Use consistent scales for comparison, then one optional comment for unexpected issues.
Survey moments
Timing changes what a customer can answer. Pick a survey moment that is close to the experience and keep the questions within that moment.
Ask visitors whether navigation, filters, search, and product information helped them make progress without interrupting the purchase.
Measure product discovery and checkout while the steps are memorable, before delivery quality influences the shopper's answer.
Ask about tracking, arrival timing, package condition, product expectations, and unboxing only after the customer can assess them.
Invite subscribers or repeat buyers to rank future categories, features, price considerations, content needs, and shopping preferences.
Build your survey
Start with the decision you face, generate a focused draft, and refine the path before sending it to customers.
Choose one goal: improve checkout, understand delivery complaints, select a category, or clarify product pages.
Tell the builder who responds, when they see the survey, and which experience they completed.
Remove questions without an action, label scale endpoints, and test each conditional branch.
Share a link or embed, route submissions, group themes, and compare relevant segments.
Choose a method
The right format depends on whether you need a quick signal, a comparable pattern, or a detailed conversation.
Field guide
Use six compact sections to connect each response to a journey stage, preserve useful context, and avoid exhausting the shopper.
Discovery
Ask about navigation, search, filters, and arrival path to locate discovery friction without asking shoppers to diagnose your site.
Product page
Distinguish the item from its page. Ask whether images, descriptions, specifications, sizing, reviews, and availability answered key questions.
Checkout
For shoppers who hesitated or left, list shipping, delivery, payment, account, discount, technical, and price reasons without requesting payment credentials.
Delivery
Ask after arrival about tracking, timing, packaging, accuracy, and item condition. Reveal details only when something went wrong.
Preferences
Ask customers to rank product qualities and select categories they consider. Match price, style, material, and size language to your catalog.
Analysis context
When appropriate, use a hidden campaign or order reference plus product and journey fields. Avoid unnecessary personal details and keep comments optional.
Related tools
Use a more specialized generator when you need broad satisfaction tracking, product research, or a focused checkout form.
Create a flexible feedback form for comments, issue details, and improvement suggestions.
Open toolBuild repeatable satisfaction questions for a broader view of the customer relationship.
Open toolResearch category interests, purchase considerations, product attributes, and preferences.
Open toolRun a concise poll about browsing habits, shopping frequency, and buying channels.
Open toolTest product concepts, features, positioning, and customer priorities before launch.
Open toolCreate the checkout data-collection form itself when the purchase flow is your focus.
Open toolFAQ
Practical answers for store owners planning shopper feedback and preference research.
An e commerce survey collects structured shopper feedback about discovery, product pages, checkout, delivery, returns, or preferences. Focus it on one moment and one store decision.
Ask about product discovery, page clarity, checkout ease, and purchase hesitation. Use labeled scales, a short reason list, and one optional comment. Ask delivery questions after arrival.
Keep it as short as the decision allows. A post-checkout survey may need three to five questions; recruited research can be longer. Show only relevant follow-ups.
Ask about checkout immediately after ordering. Ask about fulfillment, packaging, and product condition after delivery. Ask about returns when that interaction ends.
Yes. A low page rating can open a missing-information question; a checkout issue can open reasons; a damaged order can open details and a photo upload. Test every path.
Use neutral wording, ask about a specific experience, label scale endpoints, and avoid combining topics. Include an other option where lists may be incomplete.
Yes. Makeform includes unlimited free forms and responses for generating, editing, publishing, and collecting feedback. The paid tier removes the Makeform badge.
Group answers by journey stage, category, and theme. Compare consistent ratings, use comments for context, investigate repeated patterns, assign priorities, and measure later changes.
Turn shopper moments into useful questions.
