The Best Website Intercept Survey Templates


Website Intercept Surveys are an ideal solution for many businesses. Not only do they have high response rates, but they are also effective in giving your business the necessary insights to improve website usability and customer satisfaction as well as achieve long-term goals such as customer retention. However, creating and employing website intercept surveys isn’t always a straightforward process. Some teams require a little extra guidance in constructing these surveys. That is why we’ve created this clear cut overview of the best website intercept survey templates to help get you started.


Not yet familiar with website intercept surveys? One of the most important things to point out is that these are not to be compared with traditional surveys. Website intercept surveys are much more dynamic in that they are capable of capturing feedback from your customers on your website. They let you gauge which issues your customers are experiencing while it happens.

Why use website intercept survey templates?

Website intercept survey templates are an easy way of getting your surveys set up. Depending on who you will target for feedback, what you want to achieve and of course, how you’re going to achieve it, there are different templates you can use on your website. These templates use various different metrics and follow up questions that help your visitors supply your business with meaningful and actionable feedback.

Mopinion: The Best Website Intercept Survey Templates - template

Designing your website intercept survey template

There are also several design aspects and usability factors you will want to keep in mind when building your website intercept surveys. Take a look at the following before you start building your surveys:

  • Keep survey questions short. Keep wording simple and stay away from jargon. The fewer questions, the better.
  • Leave some white space. The goal is to keep your surveys clutter free and easy-to-read. This is much more inviting for your visitors.
  • Use clear labeling. Questions should be clear and close to their corresponding field so that the visitor does not have to scan back and forth to fill in the form.

Here are 6 examples of Website Intercept Survey Templates.


Website Intercept Survey Template 1: Net Promoter Score (NPS)

Net Promoter Score is a loyalty metric used by many businesses in website intercept surveys. NPS gives you an indication of how likely your customers are to recommend your business to others. If a customer is highly likely to recommend you, he/she will be a promoter. Whereas if the customer is not likely to recommend you at all, he/she will be a detractor. If they are somewhere in between, they will be a passive. These groupings are helpful in tracking how loyal your customers are collectively.

Mopinion: The Best Website Intercept Survey Templates - NPS

Why is collecting NPS important?
One of the most widely used metrics among businesses, NPS lets you know exactly who your detractors are and why they are detractors. In turn, this data puts you in a great position to turn them into promoters. Not to mention it’s a great metric for measuring customer loyalty over time.

How to use NPS
There are two types of NPS surveys: relationship and transactional. Relationship NPS consists of gathering general insights on how the customer perceives the business (e.g. overall experience and the brand itself). Alternatively, there’s Transactional NPS which involves gathering insights based on a transaction the customer has made (eg. specific interactions or touchpoints.

The most important thing to remember with NPS, however, is that it should never be used as a generic metric, meaning you shouldn’t send it to anonymous visitors who haven’t yet built up any sort of relationship with your brand (e.g. at the beginning of the funnel).

Formulating an NPS question
Once again this depends on the type of NPS survey you want to use. For relationship NPS surveys, you can ask the standard question, ‘How likely is it that you will recommend us to a friend or family member?’. For transactional NPS surveys, it’s smart to relate your question to the particular transaction. For example, customer service, support, or the purchasing process. Here is an example of asking for NPS during the purchasing process: Based on your recent online purchase, how likely are you to recommend us to a colleague or client?’.

Mopinion: The Best Website Intercept Survey Templates -NPS scores - Enxoo
Source: NPSCalculator.com

Answer options usually consist of a scale from 0 to 10 (with 0-6 being detractors, 7-8 being passives and 9-10 being promoters).

Following up on NPS
NPS on its own is great for measuring overall loyalty, but it doesn’t show you the root cause behind high or low scores. Therefore you need to use good follow up questions to gain more insight. Simply to ask the customer why he/she provided the score they did with an open text field. For example, ‘Why did you provide a score of 9?’. You can also ask your customer to provide suggestions for improvement (‘Do you have any suggestions to improve our website’?) with an open text field.

Additionally, if you don’t have any customer details, you can add personal detail fields such as the type of client, product type, age, or gender to your feedback surveys to segment your NPS scores by client type.

What does this look like when you’ve followed the guidelines above?

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Website Intercept Survey Template 2: Goal Completion Rate (GCR)

Goal Completion Rate measures the number of visitors who have completed, partly completed or failed to complete a specific goal on a website or mobile app.

Mopinion: The Best Website Intercept Survey Templates - GCR

Why is collecting GCR important?
GCR is ideal if you are looking to improve online sales funnels as it provides a lot of insight into where customers are and are not successful.

How to use GCR
Focus on using GCR in places where customer is trying to complete an important action, e.g. make a purchase. In other words, avoid using it on the homepage or any landing pages as these are too early in the funnel and goals cannot yet be completed.

You can choose from either a passive feedback form where the user clicks on the feedback button (also known as user-initiated) or as an exit feedback form – in which case, the visitor’s mouse movement (e.g. trying to leave the page) triggers the form to appear.

Formulating a GCR question
It’s important to be very clear in what you are asking. The most commonly used question is ‘Did you achieve your goal?’ with a list of answers, ‘Yes’, ‘Partly’ or ‘No’.

Mopinion: The Best Website Intercept Survey Templates - GCR options

Following up on GCR
Similar to NPS, GCR is not to be collected without follow up questions. Asking a visitor if their goal was achieved is, for obvious reasons, not exactly the most actionable insight if on its own. Most businesses will take this one step further and ask some follow up questions to get more information and detail into the matter.

Let’s look at an example.
If the visitor answers ‘Yes’, you can ask them how much effort it took them to achieve their goal (using Customer Effort Score).

If the visitor answers ‘Partly’ or ‘No’, you can ask why they are visiting the website with, ‘What was the reason of your visit?’. This is where it really starts to get interesting because depending on this response, you can ask them for an explanation with ‘What was the reason you couldn’t achieve this goal?’ with answers such as ‘Something went wrong’, ‘Information is missing, ‘The form doesn’t work well’ or ‘Other’.

You can also add an open text field at the bottom for further explanation. For example, if the answer was ‘No’, you can ask them, ‘Do you have any suggestions to make our website better?’.

What does this look like when you’ve followed the guidelines above?

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Website Intercept Survey Template 3: Customer Satisfaction (CSAT)

Website Customer Satisfaction (CSAT) is one of the most well-known metrics among businesses for measuring customer experience efforts. It measures how well a webpage meets the expectations of your customer. With this metric, businesses typically use either a number scale (1-10), agree/disagree scales, stars or smileys.

Mopinion: The Best Website Intercept Survey Templates - CSAT

Why is collecting CSAT important?
CSAT website intercept survey templates are great for collecting insights into the overall satisfaction of your clients at page-level.

How to use CSAT
CSAT surveys can be used on any page of your website. Typically, website customer satisfaction surveys are deployed via a feedback button that opens in modal. This means your visitor must click on the feedback button on the side or bottom of the page.

Formulating a CSAT question
Your CSAT question all depends on which type of website intercept survey you want to employ. For website customer satisfaction surveys, the best strategy is to start with something very straightforward: ‘How satisfied are you with this webpage’, or ‘What is your opinion of this page?’. To measure this you can use a number of different responses such as 1-5 scale, the Likert scale (agree – disagree), smileys or stars.

Note: when using a Likert scale, it’s better to start with a statement, such as ‘ I am very satisfied with this webpage’. Then you can offer various answer options ranging from strongly disagree to strongly agree.

Mopinion: The Best Website Intercept Survey Templates - Likert Scale

Following up on CSAT
For CSAT surveys, a great follow up question is to provide a choice of categories (e.g. bug, suggestion, content, compliment, other) to get an idea of why they are satisfied or dissatisfied with the page. Additionally, can also add an open text field at the bottom – this enables visitors to further elaborate on the issue.

What does this look like when you’ve followed the guidelines above?

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Website Intercept Survey Template 4: Customer Effort Score (CES)

Customer Effort Score (CES) measures how much effort it took the customer to achieve his/her goal. This type of survey is typically used mainly to gauge the aggregate, digital user experience experience of your customers with your product, enabling you to lower frustrations and provide a smooth online journey.

Mopinion: The Best Website Intercept Survey Templates - CES

Why is collecting CES important?
Plain and simple. High effort results in lower customer loyalty. This is mainly attributed to the fact that if poor CX forces your customer to expend more effort achieving their goal than expected, they’re much more likely to leave the website or mobile app.

How to use CES
There are several ways in which you can collect CES on your website. For one , you can ask your visitors for feedback at the end of a funnel (post purchase for example). This gives you an idea of how difficult a particular process was for a visitor that successfully reached their goal. Additionally, you can combine CES with GCR. Once your visitor has provided that they’ve achieved their goal (they selected ‘Yes’), you can ask them how much effort it took them to achieve their goal (using GCR).

Collecting CES at the end of a funnel? Then you can either present the form via an embedded feedback for (built into the page) or set it up as a slide-in or modal form that appears after the visitor successfully reaches a predefined goal (you can set these up yourself). An example of a visitor goal might be finding information or customer support.

Formulating a CES question
You can start out by asking the following: ‘How much effort did it take you to achieve your goal?’. The visitor must select a rating on a five-point scale starting with ‘Very little effort’ to ‘Very much effort’.

Mopinion: The Best Website Intercept Survey Templates - CES scale

Following up on CES
Often businesses follow CES up with an open question, ‘Do you have any suggestions to improve our website?’. This lets your users freely elaborate on why the process took so much (or so little) effort.

What does this look like when you’ve followed the guidelines above?

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Website Intercept Survey Template 5: Generic Page Rating

Website intercept surveys with a generic page rating measure the usability of the page, using ratings ranging from stars and smileys to number ranges, colour bars and even thumbs.

Mopinion: The Best Website Intercept Survey Templates - Generic Page Rating

Why use Generic Page Ratings?
These types of website intercept survey templates are great for collecting insights into web page usability. They’re also very desirable by many businesses in that they can be placed anywhere on your website.

How to use Generic Page Ratings
Users can place these all over the website. Generally, you will find generic page ratings as passive feedback forms. To prompt them visitors must click on the feedback button on the side or bottom of the page.

Formulating questions for Generic Page Rating surveys
The best strategy is to start with something very straightforward such as, ‘What is your opinion of this page?’. Depending on your preferences, you can use a number of different responses as listed above, such as 1-5 scale, smileys or stars.

Following up on Generic Page Ratings
A great follow up question is asking the visitor to select a category (e.g. bug, suggestion, content, compliment, other) to get an idea of what they think of the page.You can also add an open text field at the bottom – this enables visitors to elaborate on the issue.

What does this look like when you’ve followed the guidelines above?

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Website Intercept Survey Template 6: Content Measurement

Customers often use website content – such as product descriptions, images, videos, instructions, e-manuals, online communities, FAQs, or support pages – to make purchase decisions or find information regarding products or services.

Mopinion: The Best Website Intercept Survey Templates - Content

Why use content measurement survey templates?
These types of website intercept survey templates are ideal for collecting insights into the quality of content on your website or mobile app. It gives visitors an instant impression of the quality of your company as well as directly affects how successful these visitors are in finding what they’re looking for.

How to use content measurement surveys
Because this type of website intercept survey template is focused on content it’s best to place these surveys on pages that are rich with content. Content measurement surveys are usually found as passive feedback surveys or as embedded feedback surveys. Embedded surveys are often shown at the bottom of a page (after the visitor has read through the content).

Formulating questions for content measurement surveys
It’s best to use short and simple questions in your website intercept survey template. An example of a question regarding content might be, ‘Was the information on this page useful to you?’, ‘Does this information answer your question?’ or ‘Is this content clear?’, with the answer options ‘Yes’ or ‘No’. Alternatively, you can use thumbs up/thumbs down as an answer option/metric.

Why such short questions? The simplicity stimulates visitors to submit feedback, whereas longer questions are more likely to discourage visitors as they take more time to read/answer.

Following up on content measurement ratings
For content measurement, a simple elaboration on their ‘Yes or No’ answer should suffice. You can collect this by adding an open text field with the question: ‘Can you please explain?’.

What does this look like when you’ve followed the guidelines above?

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Start using these website intercept survey templates today!

Timing and relevance. Those are the two most critical factors one must keep in mind when collecting feedback. In other words, your goal must be to be there for your customers when they need you most and obtain their feedback by asking the right questions. Employing any of these website intercept survey templates will put you one step closer to achieving this goal. It will also help you gather deep insights into loyalty, usability, customer experience and more.

Also be sure to check out our Mopinion Survey Marketplace for a complete library of online survey templates.

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