This article will guide you on how to create a customer survey about website usability. You can build a smart survey in seconds with Specific—just generate it using AI if you want fast, expert results.
Steps to create a survey for customers about website usability
If you want to save time, just generate a survey with Specific. Creating customer usability surveys is ridiculously easy with AI—no more manual drafting or guesswork. You get all the right questions in seconds and can fine-tune everything with an AI survey generator designed to understand context and best practices for customer feedback.
Tell what survey you want.
Done.
Honestly, you don’t even need to keep reading if you use AI. The survey is built with expert logic and will even ask personalized follow-up questions to your customers, digging deeper to capture meaningful insights from every answer.
Why customer surveys about website usability matter
When it comes to improving your digital experience, customer feedback is gold. If you’re not collecting usability feedback, you’re flying blind. Customers notice friction instantly, and they don’t just forgive and forget—they bounce.
88% of online users are unlikely to revisit a site after having a negative experience—that’s nearly 9 out of 10 customers lost for good if your site lets them down. [1]
80% of consumers would gladly pay extra for good website UX, showing just how much value they place on being understood and having a smooth journey. [2]
75% of people judge your site’s credibility based on its appearance, not just its content. First impressions count, and it’s up to you to know how you’re coming across. [2]
If you’re not running regular customer usability surveys, you miss out on:
Pinpointing specific frustrations before they cost you revenue
Identifying your best growth levers—features, navigation, clarity
Turning passive users into loyal advocates
Prioritizing these insights keeps you connected—and competitive—in a crowded market. Want to dive deeper? We have a full guide on the value and best questions for customer feedback.
What makes a good survey on website usability
A good usability survey stands out by being clear, relevant, and easy for real people to complete. The right questions (and tone) can mean the difference between rich insights and empty data.
Here’s what matters most:
Clear, unbiased questions—ambiguous or leading questions confuse and frustrate customers.
A conversational tone—this makes people comfortable, increasing both honesty and response rates.
Hits the sweet spot: high number and high quality of responses. If you don’t get both, your insights won’t represent your customer base.
Bad practices | Good practices |
|---|---|
Complex, jargon-heavy language | Simple, conversational questions |
Yes/no questions only | Mix of open-ended and scaled questions |
No follow-ups | Dynamic AI-powered clarifications |
Unclear goals | Each question tied to a specific usability theme |
You want every question to feel worth answering. Remember: 47% of users expect a web page to load in two seconds or less, and 39% leave if images load too slowly, so focus your survey on what impacts these quick judgments. [3]
Question types with examples for customer survey about website usability
Great surveys mix different question types for structure and depth.
Open-ended questions let customers share details in their own words. Use these when you need stories, examples, or the “why” behind actions—especially for friction or delight points.
What is one thing about our website that frustrates you?
Describe a time you couldn’t find what you were looking for on our site.
Single-select multiple-choice questions are best when you want quantifiable data, quick responses, and patterns across a wide group. Limit choices to avoid overwhelming your users.
How easy is it to find the information you need on our site?
Very easy
Somewhat easy
Neutral
Difficult
Very difficult
NPS (Net Promoter Score) question is perfect for benchmarking customer loyalty and detecting shifts in website satisfaction. If you want an AI-powered NPS survey built instantly, generate one here.
On a scale of 0–10, how likely are you to recommend our website to a friend or colleague?
Followup questions to uncover "the why" make your insights actionable. When a customer says something is confusing or hard to use, a good followup will drill down:
Can you tell me more about what confused you?
What were you trying to do at that moment?
These are easiest to set up—and scale—with an AI-powered conversational survey tool. For more examples and detailed question tips, check out this deep dive on usability survey questions.
Pro tip: Surveys under 5 minutes have a 20% higher completion rate than longer surveys, and secure, anonymous surveys see higher engagement—so keep it short, safe, and respectful. [4]
What is a conversational survey
A conversational survey is a two-way, chat-like experience where the survey adapts to each customer’s answers, prompting for greater clarity or deeper details, just like a real conversation with an expert. This format makes the process radically more engaging than static, form-based surveys.
Here’s a quick comparison of manual versus AI-generated surveys:
Manual surveys | AI-generated conversational surveys |
|---|---|
Question list is static | Dynamic questions that adapt to responses |
Easy to create bias by accident | Expert system reduces bias, checks tone, and clarifies |
Lots of friction for long or complex surveys | Easy, natural flow—even for longer interviews |
Manual followups needed | Automatic followups for deeper insights |
Why use AI for customer surveys? Simple: continuous testing helps you identify up to 85% of usability problems—but only 55% of companies do any online usability testing at all. The AI survey example format ensures you gather customer-led insights often and painlessly, at a level manual processes rarely achieve. [5]
With Specific, you get best-in-class conversational survey experience on both sides: customers enjoy a genuine interaction while you collect structured, analyzable data—quickly. Want a step-by-step walkthrough? Read how to create a conversational survey and analyze results easily.
The power of follow-up questions
Follow-up questions are the secret sauce for actionable feedback in customer surveys. Companies using customer feedback surveys see a 25–30% increase in customer retention, and grow revenue considerably faster—all because they surface not just what happened, but why. [6]
Specific’s AI-driven followups ask smart context-based questions in real time, so you don’t have to go back and forth or lose insights in vague replies. Here’s a quick example:
Customer: “It’s just slow sometimes.”
AI follow-up: “Can you recall if a specific part or page of the website felt slower than others?”
Now, you get details that matter for your product roadmap.
How many followups to ask? Usually, 2–3 are enough per key question. With Specific, you can adjust this easily—and let the user skip whenever you get what you need. The goal isn’t to make the survey longer, but to make each answer count.
This makes it a conversational survey: it feels like a dialogue, not a boring questionnaire. You’ll see richer stories—and actionable, nuanced feedback.
AI response analysis is simple: Specific’s platform lets you instantly analyze all open text, even when the volume is high and the input is unstructured. Here’s a full guide on analyzing customer survey responses with AI.
These automated follow-up questions change how you gather— and act on—customer insight. Try generating a survey and experience this depth in action.
See this website usability survey example now
Ready for actionable insights? Create your own survey and discover just how easy it is to get high-quality feedback, fast, with a conversational AI-powered experience.