Conversion rate optimization

How to Create Website Exit Surveys That Don’t Suck

This post is a guest post written by Baptiste Debever. He is the co-founder and Head of Growth of, a software helping companies collect better feedback by focusing on the gamification and user experience.

Before explaining how to create a website exit survey, let’s start with a few stats.


That’s the average bounce rate for eCommerce websites.


That’s the average ecommerce conversion rate (in other words, that leaves you with almost 99% of your visitors who don’t convert).


What if we had a way to survey these users who leave your website right away? Or those who navigate away without purchasing from your website?

Sound too good to be true, right?

In this post, I’ll show you exactly how you can use website exit surveys to get valuable feedback from these users.

Sounds interesting…So, what’s on our plate?

  1. What Are Website Exit Surveys?
  2. Use Cases
  3. Website Exit Survey Best Practices
  4. Website Exit Survey Questions
  5. How To Create a Website Exit Survey

Is this something you could use? Then let’s get down to business.

What Are Website Exit Surveys?

Website exit surveys are surveys that are displayed on the screen when the visitor is about to leave your website.

How do we detect an intent to exit?

To trigger an exit survey, we rely on exit-intent detection. In other words, we track the visitor’s mouse. When it is moving up fast, we assume that he or she’s about to leave.

Having the option to trigger the survey just before a visitor leaves means you can get the opinion of a user who just finished browsing your website. In other words, you’ll be getting qualified feedback that can help you make accurate decisions and take tactical moves to improve your conversion rate.

What’s great about exit-intent surveys is that they’re displayed to visitors who have already made the decision to leave your website. So asking them to fill in a feedback form won’t influence their purchase or anything, but it will give you insight into why he or she is leaving, and what you need to improve upon.

In a nutshell, website exit surveys are a great way to gain insights from your bouncing or non-converting audience.

But, you could be wondering: Why not just use website analytics tools and rely on quantitative data?

Let’s find out!.

Website Exit Surveys or Website Analytics?

Analytics and tracking tools are great to get an overview of what’s happening on your website. They can help you figure out what your visitors are doing, which pages they’re visiting, how long they’re staying on your website, how they’re interacting with your website, etc.

The Behavior report in Google Analytics

A screenshot of the Behavior report in Google Analytics

However, when it comes to getting qualitative data – actual words and feelings from the visitor – don’t hold your breath! It’s not going to happen any time soon with analytics tools.

Out of my 40% of bouncing visitors, I know that 5% didn’t scroll below the fold, but what I don’t know without reliable qualitative data is why? Is it a copy issue? Do they dislike my design?

Without asking your visitors, you’ll have to rely on guesswork.

That’s where our website exit surveys come in.

Use Cases

Exit surveys can help in a lot of different situations.

But, before going any further, please take a minute to check your percentage of returning users. If you have a high percentage, which would be amazing, then consider another solution. Let me point out, though,  that unsolicited pop-ups are not very relevant for returning visitors or users’ in-app feedback, and they can even damage your reputation.

That said, and without further ado, let’s detail some use cases for these surveys.

Shopping Cart Abandonment Survey

As an e-commerce shop owner, you have insight into when your potential customers are leaving, but you don’t have a clue about why they do.

Given that an average of 75% of shoppers abandon their cart in 2018, we need to discover a way to bring this percentage down..

Cart Abandonment Rate by Industry

Source: SaleCycle

A conversion occurs when a visitor finds the offer he (or she) is looking for. So, in order to optimize this conversion, or reduce the cart abandonment rate, we must clearly understand who our audience is, what they want and what the sources of friction are.

Is my checkout process too long? Is there a glitch somewhere?

Website exit surveys can help you find out.

Cart abandonement survey example

Example of a cart abandonment survey by Qualaroo

In order to optimize the response rate, and to level the playing field, I recommend including incentives for users who fill in your form. You can offer a voucher stripping away all the shipping costs, or giving 10% off the order. Survey incentive is an oft-discussed topic, for which you can find more details in this article.

Last, but not least, when setting up your exit survey, make sure to target the visitors leaving with something in their cart. In order to achieve that, you could try targeting the people already within your conversion funnel (URL based targeting), or use a more advanced setup to match users with items in their cart.

Landing Page Abandonment Survey

Website exit surveys also come in handy for landing page optimization and copy validation.

They can help identify the content and copy that resonate with your audience.

This is particularly true if you’re running ads and using custom landing pages tailored to your audience, instead of sending everybody to the same page. These targeted visitors tend to have a higher than normal bounce rate, but they are still important, so you want to reduce this bounce rate.

Such surveys can help you optimize your conversion rate to reach 28%, as stated in this study.

Sign-up Exit Survey

For any SaaS manager, one of the key struggles is conversion rate optimization, and how to make sure that people who actually express interest in their product (i.e., those who started the signup process or visited the pricing page) convert.

By digging deeper into qualitative questions using a website exit survey, you will be able to find out if there are issues related to the actual sign-up process, if the pricing is too expensive/unclear, or if you’re simply not targeting the right person.

Website Exit Surveys’ Best Practices

If they’re done right, exit surveys are very efficient, usually outperforming the other methods of pushing a survey. But as with any marketing operation, there are a few rules to keep in mind.

Here are 3 golden rules to keep top of mind for successful exit surveys.

Rule #1: Make sure your form is visible

Don’t be too subtle; you have to catch your visitors before they leave.

As a matter of fact, we simply want them to fill in our survey, so make sure the survey stands out and is visible straight away so that the visitor can answer without actually clicking anywhere and being redirected.

Make your form is unmissable: Use an overlay, a large design, and bright colors.

Website exit survey example

An exit survey example on

Rule #2: Test your form

Make sure your form is easy to fill in on all kinds of devices and screens.

Testing tools such as Browserstack can help you test your survey on different browsers/devices to make sure it works with all configurations.

Rule #3: Keep it short

We’ll come back to this later. But stick to minimal copy. No one has time to read a popup novel. No one!


Exit survey example on Microsoft's website

A straight to the point exit survey on Microsoft Office support website

Now, let’s talk about the actual questions you want to ask on your survey.

Exit Survey Questions

If you’re just starting out, and you don’t have experience designing surveys, you’re likely to wonder how to come up with the right questions.

Luckily, I have a few bits of advice to pass on to you. ?

Common Questions

The goal is to understand what could be improved on your website.

Depending on your industry, you might use one of the following questions:

  • Did you find what you were looking for today?
  • Did you like what you read?
  • Is there anything we could have done better?
  • What should we do to improve your experience?
  • Is there anything missing on this page?

Cart Abandonment Questions

In order to understand why your visitor didn’t make it through the purchase, as well as be made aware of any potential visitor friction, you can use one of these questions:

  • If you didn’t purchase from us today, can you tell us why?
  • Is there anything you’d like to ask before you place your order?
  • What was your biggest fear or concern about purchasing from us?
  • What would’ve convinced you to complete the purchase?
  • Is there anything preventing you from completing your purchase?

We would be expecting either a text answer or a single answer selection with most common hesitation reasons, with an “Other” option that leads to a free-form response.

Such questions also work in the case of a SaaS signup process.

A website exit survey example

Duration of the Exit Survey

As a rule of thumb, I recommend you keep your exit survey short, with no more than 3 questions, to maximize your response rate.

Vague surveys might work just fine if you want to engage your visitor, but if you want more in-depth insights, you have to be super specific.

Ready to create your own exit-intent survey?

Let’s see how to actually implement the survey using the right tool.

Which is when the rubber hits the road…?

How to Create a Website Exit Survey

There are a few tools out there that do exit surveys very well.

Today we are going to mix-and-match two tools in order to focus on the actual user experience and offer the win-win situation we discussed earlier – essentially gamifying the overall experience by offering a survey incentive.

The first is WisePops, your intelligent pop-up companion. We’ll use WisePops to trigger the survey on exit.

The second is Feedier, your friend when it comes to collecting better feedback through a gamification framework. We’ll use Feedier to build the actual survey.

We are going to assume that we have already signed up in both solutions. If you haven’t done it yet, you can do it for free here and there.

Step 1: create the survey in Feedier

We are going to create what Feedier calls a “Carrier,” which is essentially a fancy way to say survey.

Carrier creation

Then, we will add a few questions.

Feedier - Questions


And we will finally set up our actual incentive, using a unique voucher. For instance, for the sake of this article, something such as EXIT-2018.

Feedier - Reward

We can obviously go deeper into branding, condition pipelines and personalization, but that’s not today’s topic.

The goal here is to show the power of the actual incentive, and how we can retain a lurking lead.

If you’re ready to give it a try,  you’ll need to grab your survey link from Feedier, which you’ll need for embedding into your pop-up, and then head over to WisePops. I’ve outlined it more clearly for you in the next section.

Feedier - Copy link

Step 2: Set up the pop-up in WisePops

If you haven’t done it yet, connect your website to WisePops first.

Next, go to your dashboard and create a blank popup.

Add a new block, choose the iFrame, and pick up your code from Feedier.

Feedier iframe in WisePops

And, voila!



You are all set: ready to optimize your conversion rate and beat out your competitors!

It’s up to you now – the ball is on your side!?

If you appreciated this article, please share it. Feel free to join the discussion in the comments.

Greg D'Aboville Greg is Head of Growth at WisePops.

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