Best questions for ecommerce shopper survey about product page clarity

Here are some of the best questions for an ecommerce shopper survey about product page clarity, plus tips on crafting yours. With Specific, you can build a conversational survey in seconds.

Best open-ended questions for ecommerce shopper survey about product page clarity

If you want genuine insights from ecommerce shoppers, open-ended questions are your best friend. They encourage people to explain, describe, and clarify in their own words—which is especially valuable when understanding how shoppers perceive your product pages. These questions are perfect early in your survey, when you’re exploring pain points or unknowns.

Here are 10 open-ended questions for your ecommerce product page clarity survey:

1. What was your first impression of the product page you viewed?

2. Were there any details you felt were missing or unclear when deciding to purchase?

3. How easy was it to understand exactly what the product does? Please explain.

4. What part of the product page helped you the most in making your decision?

5. Is there anything on the product page that confused or frustrated you?

6. How do you typically decide if a product meets your needs based on our product page?

7. Can you describe any information or visuals that made you trust (or doubt) the product?

8. Were you able to find pricing and customization options easily? If not, what made it difficult?

9. Describe what additional information or content would make the product page more helpful for you.

10. If you could change one thing about our product page clarity, what would it be and why?

Open-ended questions are essential for uncovering unexpected user needs and frustrations. This approach is backed by evidence: research shows that 88% of online shoppers are less likely to return to a site after a bad experience, highlighting how critical clear, effective product pages are for conversion. [1]

Best single-select multiple-choice questions for ecommerce shopper survey about product page clarity

Single-select, multiple-choice questions come into play when you need structured, quantifiable data or want to kick off a conversation. They offer clear, quick choices, making it easier for respondents to participate, and you can easily follow up for deeper detail later. For example, you may want to know what part of the page was clearest—or most confusing—to most of your visitors, before exploring why.

Question: Which section of the product page did you find most helpful?

• Product description

• Photos and videos

• Customer reviews

• Pricing and options

• Other

Question: How would you rate the clarity of product information on this page?

• Very clear

• Somewhat clear

• Not clear

Question: Did you easily find answers to your main questions about the product?

• Yes, completely

• Somewhat

• No, not at all

When to follow up with "why?" Asking "why" as a follow-up is vital after any closed-choice question, especially if someone selects a negative or less-than-ideal answer. For instance, if a shopper selects "Not clear", you can instantly ask: "Why did you find the information unclear?" This keeps the flow natural and captures actionable detail with minimal effort.

When and why to add the "Other" choice? Some visitors' perspectives might not fit standard options, and the "Other" choice lets them tell their own story. Pairing "Other" with an open text box and follow-up questions can reveal valuable, unexpected insights—like discovering a unique way people browse your site or find product details.

NPS question for ecommerce shopper surveys—why include it?

The Net Promoter Score (NPS) question is a proven way to gauge overall sentiment in a fast, scalable way. For ecommerce product page clarity, it helps you understand whether shoppers are happy enough with your pages to recommend your site or not. A typical NPS question asks: "How likely are you to recommend this product page to a friend or colleague?" By capturing both a rating and the "why" through conversational follow-ups, you get clear benchmarks alongside rich feedback.

If you're ready to start, use the NPS survey builder for product page clarity and see how easy it is to combine NPS with deep qualitative insight.

The power of follow-up questions

Asking smart follow-ups might be the single most effective way to turn a basic survey into a source of actionable insights. With Specific’s automatic follow-up question feature, AI asks clarifying or probing questions based on each shopper’s answer, right in the chat, drilling down like a research expert. This saves lots of back-and-forth and makes the conversation feel human.

• Ecommerce shopper: “I didn’t see all the size options.”

• AI follow-up: “Which size options were hard to find? Did you expect them in a certain place?”

Compare this to a normal one-shot survey—without follow-ups, you might not know if it’s a layout problem, missing content, or unclear labels. This is where automated, real-time probing can make all the difference.

How many followups to ask? Usually, 2–3 follow-ups per initial response are enough to capture both context and detail. With Specific, you can set the max follow-up depth and decide when to skip forward after you’ve got actionable info. This keeps the survey snappy and respondent-friendly.

This makes it a conversational survey—the flow adapts to each shopper, resulting in genuinely useful feedback, not just form data.

AI survey analysis is effortless—thanks to AI-powered response analysis, you can summarize, theme, and interact with unstructured feedback instantly. It’s easy, even with dozens of detailed responses.

This next-generation follow-up capability can surface the types of insights traditional surveys miss. Try generating your own survey and see how it changes your research quality.

How to prompt GPT to generate top questions for ecommerce shopper surveys

If you’d like to brainstorm your own questions, prompt-based approaches using ChatGPT or other AI models work beautifully—especially when you provide context. Start with basics to get quantity, then iterate for quality.

First, ask:

Suggest 10 open-ended questions for ecommerce shopper survey about product page clarity.

But for better results, give more context about your brand, shopper types, products offered, and your specific objectives. For example:

We sell high-end kitchen tools to home chefs shopping online. Our goal is to identify where our product pages might confuse visitors or leave out essential info. Suggest 10 open-ended survey questions to reveal clarity issues, missing information, or design gaps.

Once you have some draft questions, get organized:

Look at the questions and categorize them. Output categories with the questions under them.

Then, focus in:

Generate 10 questions for categories [e.g., "Visual Content Clarity" or "Product Information Detail"].

That’s how you move from generic lists to targeted, high-impact prompts for your ecommerce shopper feedback.

What is a conversational survey—and why use AI?

Traditional surveys present a static set of questions, offering limited flexibility or depth. In contrast, conversational surveys—especially those built with an AI survey generator—leverage dynamic, real-time Q&A, adapting to respondent inputs, and automatically probing for clarity or context. This approach mimics an expert interview but with zero manual effort.

Why use AI for ecommerce shopper surveys? AI-powered survey tools remove the typical friction of survey design, follow-up, and analysis. For product page clarity, this results in faster iteration, deeper feedback, and actionable insights you can turn into conversion improvements. As seen in the data, changes to page clarity (like real-time pricing updates and visual enhancements) can boost conversions by 17% to 34%—but only if you know what your customers truly need. [2][3]

Specific specializes in smooth, conversational survey experiences, letting ecommerce teams and shoppers engage with feedback that feels effortless, yielding results you can move on fast. If you want a step-by-step guide, check out how to create an ecommerce product page clarity survey in minutes.

See this product page clarity survey example now

Try out an AI-powered conversational survey and see how much more context, clarity, and actionable insight you can collect from shoppers—without extra work.