How to Create a Marketing Survey that Really Works

marketing survey

How well do you know your customers? One of the best ways to get to know your customers and their buying habits is with marketing surveys. Marketing surveys can be as simple as asking a question via email or as complex as creating forms for customers who have just purchased from your website or recently received their product. In this post, we’re going to look at how you can create a marketing survey and gather your information on multiple platforms.

What is the Goal of Your Marketing Survey

The first step in creating a marketing survey is to determine the end goal of your survey. Do you want to deep dive into your customers’ demographics so you know who to target with PPC advertising? Or would you prefer to know if people who bought a product in the past would be interested in buying from a new category of products so you know whether to expand your online store’s offerings? Are you curious about how your customers’ shopping process could be improved so you can increase your repeat purchases?

All of these goals – finding out who to target with PPC advertising, deciding whether you should expand your store’s catalog, and learning how to retain customers, and more – can be determined by a marketing survey that’s given to the right survey audience.

marketing surveys

Who is Your Marketing Survey Audience

Once you know the goal of your marketing survey, you’ll need to decide who your survey audience is. Using specific survey goals, you could come up with the following specific survey audiences.

  • Determine who to target in PPC advertising by surveying your customer database that has spent more than $100 or has made more than one purchase in the last year.
  • Determine if previous customers would like you to offer products in a new category by surveying your customer database that has bought specific products.
  • Determine what could be doing better during the customer buying cycle, from adding a product to the cart or opening the packaging when the product arrives, by surveying customers right after they’ve made a purchase on your online store or surveying customers when their shipment has been received.

It all boils down to defining your target survey audience in order to get the best responses possible. Otherwise, the answers you receive won’t help you achieve the goal you set for your marketing survey. You wouldn’t want to get demographics from a group of people who have never made a purchase from your business. It would result in spending your PPC advertising budget on clicks from people who don’t fit the profile of those who have actually made a purchase.

Where Can You Reach Your Customer Survey Audience

Once you have defined your survey audience, you can decide how to reach them, or where you will place your survey. This part is key since the location of your survey will determine who can discover and answer your survey questions.

If you’re trying to get answers from a specific segment of your customers, like customers who have spent more than a specified dollar amount or those who have made specific product purchases, you could use your customer database and email a specific segment of customers your survey. If you’re trying to get answers from someone who just made a purchase, you could place a survey on your thank you for your purchase or order confirmation page. If you are trying to get answers from someone who just received your product, you could place a link to your survey on a postcard or receipt in your customer’s packages.

marketing survey

What Marketing Survey Answers Do You Need to Know

While you may have a hundred questions for your survey audience, you need to narrow it down to as few questions as possible so that you don’t lose their attention. Ideally, you will ask a few questions to qualify the survey respondent, such as a customer’s name and email address so you can match their answers with their purchases. And then you will ask the bare minimum number of questions that will help you achieve your goal.

To minimize the number of questions you ask on your survey, think about the answers you already have. For example, let’s say you are running a customer demographics marketing survey to find the best audience targeting options for upcoming PPC advertising campaigns. If you’re querying your customers via email, you don’t need to ask where they live, considering you should have their billing and shipping address in your customer database already.

Instead, you could ask about the following things that don’t fit into the name, address, and phone number fields of your shopping cart.

  • What is your household income?
  • Do you own or rent your home?
  • What is your job title?
  • What industry do you work in?
  • What TV shows do you watch?
  • What are your favorite magazines?
  • How often do you travel?

Or, let’s say that you are running a customer satisfaction survey. You could ask about the following.

  • How satisfied were you with the checkout process?
  • Were you satisfied with the delivery time of your package?
  • How satisfied were you with the packaging of your product?
  • How would you rate the satisfaction with the product itself?
  • What would make you more likely to shop with us in the future?

For questions asking about the customer’s satisfaction, be sure to include an optional comment field so the customer can add in specific comments as to what they liked or didn’t like. Or make the comment fields required if the customer is dissatisfied only.

What Incentives Will Your Offer On Your Marketing Survey

Incentives play a huge role in whether people are going to take your survey seriously. Hence, think about an incentive you can offer that will encourage people to complete your survey and make a purchase in the near future, such as a coupon, discount code, or free product sample. You’ll not only achieve your marketing survey goal, but you’ll also get a chance to make more sales.

Marketing Survey Tools

Whenever you’re ready to create your marketing survey, you can choose from a number of platforms that’ll allow you to collect survey answers.  Here are the most commonly chosen marketing survey tools that you can use to survey your customers, website visitors, and social media audiences.

Shopify Apps

marketing surveyShopify offers dozens of free and premium apps that you can integrate into your Shopify store to survey your customers. Depending on your marketing survey goal, you can choose from apps that prompt your customers to rate their satisfaction after completing the checkout process, create questionnaires, send emails, and much more. You can also see reviews by Shopify store owners for most of these apps to determine whether it will be the right fit for your online store.

Google Forms

Google Forms is a free service you can use to create surveys. When you create a form using Google Forms, Google will automatically create a spreadsheet in which respondents answers will be collected. You’ll also get a URL to send to your survey audience as well as the option to embed the form on a webpage. You can use Google Forms to survey your customer database via email and anywhere you can share a link.

Zoho Survey

Zoho is a survey creation tool that enables you to create unlimited surveys with up to 15 questions and view up to 150 responses per survey. Zoho also has plans starting at $24 per month that allow you to view up to 2,500 survey responses per month, use your business branding, create a unique a thank you page, export survey answers in multiple file formats, create reports and charts, and filter respondents based on their answers.


survey monkey

SurveyMonkey is a more robust survey tool that allows free users to create unlimited surveys with up to 10 questions and view up to 100 responses per survey. SurveyMonkey also has paid plans (starting at $35 a monthly) that allow you to view up to 1,000 survey responses per month, use your business branding, download your survey answers in various file formats, create reports and charts, and segment respondents based on their answers. You can use SurveyMonkey to survey your customer database via email and anywhere you can share a link.


Qeryz is a different type of survey tool. Instead of creating a survey that people access via a link, you create a single-question survey that pops up on your website. Free users can get up to 50 responses per month across two surveys. Qeryz also charges $15 a month for a premium package that allows you to view up to 1,000 responses per month across ten surveys, alter a post-purchase page, set advanced targeting options, create a call to action at the end of the survey, and schedule your surveys for specific date ranges.

This survey tool is particularly useful if you want to gather information from website visitors as opposed to segments of your customer database. You can place it on specific pages if you want to capture answers from specific website visitors, such as placing it on a thank you for your order or order confirmation page after a customer places an order.

Alternatively, you can use Qeryz advanced targeting options to only show surveys to people who have arrived from specific referral sites (such as surveying all of your potential customers from Facebook versus Google) or have completed specific actions on your website, such as adding an item to their shopping cart.

Facebook Reactions Poll

Another simple way to survey your social media audience is by creating an image that allows your Facebook Page fans and visitors to choose their answer using Facebook Reactions. You can keep track of the answers by clicking on the number of reactions your post has received as well as view your Facebook Insights for the photo.  You can also run polls on your Facebook page.

Twitter Polls

Want to survey your social media following? Twitter allows you to tweet free polls with one question, up to four answer choices, and seven days to collect responses. After the responses are collected, polls within your tweet will show the final results.

Instagram Story Polls

If you want to survey your social media audience with one yes or no question, you can try the Poll sticker on Instagram Stories. Note that since an Instagram Story only lasts for 24 hours, you will only have 24 hours to collect your responses.

Email Surveys

In addition to sending a link to your customers using some of the above-mentioned services (Google Forms, Zoho Survey, or SurveyMonkey), another way you can survey your customers and subscribers via email is to ask one question and create links for the answers. Not only is this a great way to find out what people on your email list are interested in, but it can also be a great way to get people to your website. Each one of your answers can link to a product page on your website or an informational page that leads people to learn about your products. Your email marketing software analytics will capture the data so you can tally which answer was most popular.

As you can see, there are many ways to survey your customers, website visitors, and social media audience to find the answers to questions that will help you develop more effective marketing strategies, products that your customers want, and great user experiences for website visitors. What tactics have you tried to survey your customers and fans?   


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