30 best questions for webshop reviews and customer feedback

How do you choose the right questions for your webshop?

Good feedback questions for webshops are specific, relevant and action-oriented. They measure what you want to know, are clear for the customer and deliver data you can use to improve.

Three basic principles: keep surveys short (max. 5 questions per moment), always include an NPS question as the core indicator, and add an open follow-up question for low scores.

Questions for post-purchase feedback (after delivery)

Send these questions 24-48 hours after delivery:

1. 1How satisfied are you with your order? (scale 1-10)
2. 2How likely are you to order from us again? (NPS 0-10)
3. 3Did the product match the description on our website?
4. 4How satisfied are you with delivery and packaging?
5. 5What is the main reason for your satisfaction score?

Questions for product experience (7 days after delivery)

Send these questions a week after delivery for deeper product insights:

1. 1How satisfied are you with the quality of the product? (scale 1-10)
2. 2Does the product meet your expectations after use?
3. 3How does this product compare to similar products you have bought before?
4. 4Would you recommend this product to friends or family?
5. 5Is there anything we can improve about this product?

Questions for return feedback

Send these questions right after a return request:

1. 1What is the main reason for your return?
2. 2Was the size information on the product page accurate?
3. 3Did the product photos match the actual product?
4. 4How easy was the return process? (scale 1-10)
5. 5Would you order from us again despite this return?

Questions for customer service feedback

Send these questions right after a customer service contact:

1. 1How quickly was your question or complaint resolved? (scale 1-10)
2. 2How helpful was the person who assisted you?
3. 3Was your problem fully resolved after this contact?
4. 4How satisfied are you with the communication during this contact?
5. 5What can we improve about our customer service?

Questions for loyalty and retention measurement

Send these questions periodically (monthly or quarterly) to returning customers:

1. 1How long have you been a customer?
2. 2How often do you order from us per year on average?
3. 3How likely are you to recommend us to friends or family? (NPS)
4. 4What is the main reason you keep buying from us?
5. 5Which product or category would you like to see more of in our range?

Questions for review generation

Use these questions to activate satisfied customers (NPS 9-10) as reviewers:

1. 1Would you be willing to write a short review about your experience?
2. 2What would you tell other customers about this product?
3. 3How would you describe our webshop in one sentence to a friend?
4. 4On which platform do you prefer to write a review? (Google, Trustpilot, Kiyoh)
5. 5Is there something specific you want to highlight in your review?

Tips for higher response rates

• Send within 24-48 hours of the relevant moment, not later
• Keep it to a maximum of 5 questions per moment
• Personalise the salutation with the customer's name
• Make sure the survey is mobile-optimised
• Send one reminder after 48 hours if there is no response
• Use a clear subject line: 'How was your order?' works better than 'Feedback request'
• Mention that feedback is used directly to improve

Conclusion: the right questions at the right time

Good feedback questions for webshops are specific, relevant and action-oriented. Use the questions in this article as a starting point and adapt them to your own situation and style.

Automate sending via Feedback Analytics and link the results to your order data for maximum insights.