The Best UX Survey Questions to Power Your Surveys

The Best UX Survey Questions to Power Your Surveys

You need to have a reliable set of UX survey questions to power your UX survey. The questions steer the direction of your entire study and campaign and should therefore be woven carefully. 

This kind of survey assesses user behavior in relation to your products, services, digital experiences and other user experiences. It is meant to reveal how your consumers experience your offerings firsthand, revealing the difficulty and ease of using your products.

Achieving a good UX is critical for numerous reasons, such as the fact that top companies that lead in UX outperformed the S&P index by 35%. Good UX also has a strong ROI, as every $1 invested in UX, brings $100 in return, indicating an ROI of 9,900%.

You ought to avoid bad UX like the plague, as it even turns away the customers who love a brand. In fact, 32% of customers who love a brand will leave it after just one bad experience.

This article presents various examples of UX questions, their importance in different settings and where in the customer buying journey to use them, so that you are never at a loss of how to fill your UX survey. 

The Importance of UX Survey Questions Throughout Different Touchpoints

There are various touchpoints that you should use as the basis of your UX survey questions, as the experiences your users undergo there are critical to study. 

By asking questions based on different moments in the buying journey, which include pre and post-sales, you’ll paint an accurate picture of how your consumers perceive all of your UX offerings, whether they are digital or physical.

This includes understanding the difficulty and ease of interacting with your company and using your products, services and experiences. As such, you can use the insights from your UX survey questions to improve across all customer touchpoints, accelerate product innovation and ease the process of your experiences.

Additionally, by studying UX across various touchpoints, you’ll unearth your consumer preferences, see what’s driving demand in your offerings specifically, understand what’s inciting repeat purchases and much more. The key is to ask relevant and specific questions.

Where to Use and Draw Inspiration for UX Survey Questions

While it is important to look at your customer experience as a whole, there are several key moments that you should zero in on to study your UX. 

These provide excellent opportunities for asking UX questions, whether they involve questioning users then and there, or following up with a UX survey that asks questions on different points in their UX.

The following lists key moments in the buying journey to pay attention to and use for UX survey questions:

1. The first visit(s) to your website, mobile site, app or other digital property
   1. When: Pre-sales
2. After an asset download
   1. When: Pre-sales
   2. This is especially useful for B2B consumers.
3. Interactions with a UI element or experience
   1. When: Pre or post-sales
   2. This can involve quizzes, games, UI marketing collateral and more.
4. Subscription sign-ups
   1. When: Pre (if free) or post-sales (if paid for)
   2. This can be a free or paid subscription to content.
5. Trying a product via an in-home use test
   1. When: Pre-sales 
   2. This involves the users trying out your products, who are usually recruited for market research purposes.
6. For customer development
   1. When: Pre-sales
   2. This is a framework used to discover whether a product satisfies the need(s) of a target market, part of the lean startup concept in order to bring a product to market more efficiently.
7. After a week or more of purchasing a product or digital asset.
   1. When: Post-sales
   2. This is especially necessary if you collected the customers’ email addresses.
8. During present usage of service, product or app
   1. When: Post-sales
   2. Example: UX with an app, a subscription, a product, a feature, etc.

Examples of UX Survey Survey Questions to Use 

Now that you understand the importance of using UX survey questions across different stages in the customer buying journey, along with the specific times to use them, let’s analyze the heart of the survey: the questions. 

Aside from being able to come up with reliable UX questions, it is key to be able to organize and label them. This will help you think up and sort new questions as they arise.  

The following provides examples of useful UX survey questions to use in your UX survey: 

1. Have you used the [new tool/feature]?
   1. Question type: Yes or no
   2. When to use: After (or during) the first visits to your website, mobile site, app or other digital property
   3. Follow up? If yes, go to Question 2
2. How easy was it to use [new tool/feature] on a scale of 1 (very difficult) to 5 (very easy)?
   1. Question type: Likert scale
   2. When to use: As a follow-up to the previous question, during present usage of product, service or app
   3. Follow up? If the answer is between 3-5, follow-up with an open-ended question
3. Was this [asset name] helpful?
   1. Question type: Yes or no
   2. When to use: After downloading an asset
   3. Follow up? Yes, with an open-ended question about how it was helpful.
4. What are your first impressions of [UI element]?
   1. Question type: Multiple-choice, multiple selection and open-ended questions
   2. When to use: After interacting with a UI element
   3. Follow up? Yes, with an open-ended question to explain the reasoning
5. Did you enjoy [UI element]?
   1. Question type: Yes or no, or multiple selection ranging from “not at all” to “very much.”
   2. When to use: After interacting with a UI element
   3. Follow up? Yes, with an open-ended question to explain this answer.
6. How easy was it for you to sign up for this subscription?
   
   1. Question type: Likert scale 
   2. When to use: After signing up for a content, SaaS or physical subscription 
   3. Follow up? Yes, with an open-ended question on how to make it easier/better.
7. Did this product have any glitches or things you would change?
   1. Question type: Multiple-choice of “none at all”, “1-3 things, but they aren’t major,” “1-3 things and they’re important,” etc
   2. When to use: As part of an in-home use test 
   3. Follow up? Yes, with an open-ended question on what the problems the customer incurred or features they would like to see improved.
8. What is one thing you would change about [tool/feature]?
   1. Question type: Multiple-choice, multiple-selection
   2. When to use: As part of customer development/ product innovation
   3. Follow up? Yes, with an open-ended question to explain further.
9. What are the best / worst parts about using this [product, service, digital experience]?
   1. Question type: Multiple-choice, multiple-selection
   2. When to use: After a customer has used a product for a certain amount of time
   3. Follow up? Yes, with an open-ended question to explain what they like and dislike about their UX.
10. Did this [UX/UI element] help you? Was it easy to use?
    1. Question type: Yes or no or Multiple-choice of “not at all” to “yes, completely.”
    2. When to use: Interactions with a UI element
    3. Follow up? Yes, with a multiple-choice question on the easiest and most helpful aspects or those that aren’t.

Excelling in UX

Improving your UX and keeping customers satisfied in this regard goes a long way towards providing customer satisfaction and building consumer loyalty. You should therefore strive to optimize your UX whenever possible.

To do so, you’ll need a strong online survey platform, one that offers advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. It should also make it easy to form a customer journey survey to survey your respondents across their customer journeys.

The best-in-class platform uses random device engagement (RDE) sampling, for reaching customers in their natural digital environments, instead of pre-recruiting them. This removes social pressures in the surveys and will cut back on survey bias.

You should also use a mobile-first platform since mobile dominates the digital space and no one wants to take surveys in a mobile environment that’s not built for mobile devices.  

Your online survey platform should also offer artificial intelligence and machine learning to remove low-quality data, disqualify low-quality data and offer a broad range of survey and question types.

Additionally, it should also allow you to survey anyone. As such, you’ll need a platform with a reach to millions of consumers, along with one that offers the Distribution Link feature. This feature will allow you to send your survey to specific customers, instead of only deploying them across a vast network. 

With an online survey platform with all of these capabilities, you’ll be able to collect data on cultural awareness and virtually any topic. 

by lorraine